AGENCY ACQUISITIONS ARE HEATING UP—WHO’S BUYING AND WHICH ONES MIGHT BE SOLD NEXT

Specialists in ad tech, influencer marketing, design, performance marketing and AI may be up for grabs in 2024

In the span of three short months, Omnicom acquired Flywheel Digital, consultancy Globant took a majority stake in Gut, Interpublic Group of Cos. sold two legacy agencies—Deutsch New York and Hill Holiday—to Attivo Group and Accenture Song announced plans to acquire Work & Co.

Agencies of highest interest right now are those specializing in “high-level data and tech skills especially related to AI and specifically, generative AI, as well as influencer marketing,” said Marla Kaplowitz, president and CEO of 4As, the ad agency trade association.

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