The short version

Jay Friedman predicted on September 10, 2019: “The big six holding companies are getting squeezed from both sides — consultancies above, in-housing below — and the next decade will be brutal for anyone not specializing.” Verdict: Called it. Validated: Omnicom-IPG merger announced 2024; WPP, Publicis restructured; Accenture Song became a top-5 agency; in-housing rates rose every year 2019-2024 per ANA.…

Prediction by

Jay Friedman

On September 10, 2019

“The big six holding companies are getting squeezed from both sides — consultancies above, in-housing below — and the next decade will be brutal for anyone not specializing.”

Follow-up

Validated: Omnicom-IPG merger announced 2024; WPP, Publicis restructured; Accenture Song became a top-5 agency; in-housing rates rose every year 2019-2024 per ANA.

From the High Caliber AI network — see the AI for PR module in the course.