There can be a lot of internal competition amongst an IAT, and I’ve experienced both ones with solid synergies and some disjointed. Curious to see how WPP, Omnicom and Publicis compare to one another in terms of their IATs. Would love to hear experiences?

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Working within a Publicis IAT, and while I'm new, it seems pretty collaborative and non-competitive? The streams of work are pretty clearly defined, so no poaching of SOWs as of yet.

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Have worked on Publicist IAT and Omnicom. In my experience, hands down publicist was better. Omnicom was quite nasty. Agencies fighting. The lead agency consistently trying to intentionally overrule on the digital partner’s ideas. And it led to a reduction in SOW. On the Publicis team I was on, none of this behavior happened. It was much more collaborative and respectful.

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I’ve actually been on both too and I’ll agree omnicom didn’t feel as collaborative, but once we had 1:1s with their leads it got easier. Did your GCD or ECD step in and have conversations?

Omnicom IAT - not as exposed as other team members but generally we get pushed aside and not consulted in planning etc until the last minute / as needed versus it being a truly collaborative process.

helpful

This is true. It is not collaborative outside of a few individuals who want to be good partners. Most of the old school Omnicom agencies treat their partner agencies like vendors rather than partners. The clients are not stupid and usually can tell that the ideas are not actually integrated. Plus the partner agencies do not feel motivated to bring their best work when they are seen as lesser contributors.

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