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Everyone at IPG Mediabrands knew UM was going to lose it, there was so much exec turnover at the client, change was coming regardless of the Omnicom acquisition.
I bet per Publicis MO, they offered free media for a year, insane principal media deals and overall much lower fees. Which they can even more afford to do with all their recent wins.
Wonder if that merge had anything to do with this
Read the ad week article. No mention of that