🔥 Ok kids! This is the annual (and official!) 2026 Toronto Adland New Years predictions.
Fire away below!

*And yes, IPG/Omnimerger train wreck probably needs its own thread 🧨 😊

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• We stop calling it a Merger and recognize it as a hostile acquisition (They literally displayed they could buy enough IPG shares to create a controlling majority and then used that as a bargaining chip)

• Indies start doing more work for free to prove their value over AI

• More anti-AI case studies

• More small indie diversification (rethink has courage, BHLA has LLC…what will Angry Butterfly open?)

• WAY more investment in experiential. AI + Data-driven experiences will be everywhere, digital + physical

• Sid Lee will pivot away from ATL general advertising and become a sports marketing company

• With fewer and fewer productions happening, media costs will go way way up.

• The influencer bubble will finally burst

• Publicis will lay off 10% across the board including Leo and Saatchi. They’ll consolidate the network and rely more on Marcel. They’ll protect their bottom line to avoid getting swallowed by Omnicom. They’ll restructure Rogers into a Theo-style model. More of their senior creative teams will leave to go brand side.

• More IPG agencies will shut down.

TL/DR: Fewer agencies, less conceptual work, more AI, more layoffs.

likeupliftingsmart

Absolute wild takes. I don’t believe a single one of them.

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WPP will retire Ogilvy brand / roll it into VML in Canada.

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debt.

There will be blood

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Nothing special

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The newly eatablished 72andSunny and W+K offices will continue to be invisible

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