The advertising and marketing landscape saw a wave of agency mergers and acquisitions in 2024, reshaping the industry’s competitive dynamics. With rising pressure to integrate AI, enhance data capabilities, and consolidate creative services, advertising agency acquisitions became a strategic move for industry giants and independent agencies alike.
From major holding company mergers to smaller independent agency deals, last year’s acquisitions reflected a shift toward efficiency, scale, and digital transformation. In this article, we’ll take a look at the most significant marketing agency acquisitions of 2024 and their impact on the future of the industry.
Why Do Agencies Merge? The Strategic Drivers Behind Acquisitions
Before diving into the biggest advertising agency acquisitions of 2024, it’s important to understand why so many agencies are merging or being acquired.
In an industry constantly evolving due to technology, client demands, and market pressures, agency mergers and acquisitions offer strategic advantages that go beyond simple expansion.
1. Scaling for Competitive Advantage
Larger, consolidated agencies can offer end-to-end services, covering everything from creative strategy to digital media buying, AI-powered analytics, and influencer marketing. This scale makes them more attractive to global brands looking for a one-stop shop.
2. Strengthening Data & AI Capabilities
With AI-driven marketing and first-party data strategies on the rise, agencies are merging to enhance their technology. Deals like Cisco’s acquisition of Splunk in 2024 highlight the growing focus on AI-powered data analytics and customer insights.
3. Expanding into New Markets
Acquisitions allow agencies to expand geographically or break into new service verticals without having to build from scratch. WPP’s acquisition of New Commercial Arts, for example, strengthened its creative talent and foothold in the UK market.
4. Competing with Tech Giants
Traditional advertising agencies are now competing with Google, Meta, Amazon, and AI-driven marketing tools, which have reshaped how brands reach consumers. Merging agencies can create stronger, tech-driven offerings that keep them competitive against digital-first platforms.
5. Cost Efficiency & Operational Synergy
Merging allows agencies to cut redundant costs, streamline operations, and increase profit margins. By consolidating resources, they can invest more in innovation, AI development, and premium talent acquisition.
How This Played into 2024’s Biggest Mergers
With these benefits in mind, it’s no surprise that 2024 saw a surge in ad agency acquisitions and marketing agency mergers. The following sections break down the biggest deals of the year, their strategic rationale, and their impact on the industry.
1. Omnicom and Interpublic Group Join Forces ($13.25 Billion Deal)
One of the biggest deals in advertising history happened in December 2024, when Omnicom Group and Interpublic Group (IPG) merged to create the world’s largest advertising conglomerate. Valued at $13.25 billion, this merger brought together powerhouse agencies like TBWA, BBDO, OMD, McCann, Initiative, and Weber Shandwick, forming an industry titan capable of competing directly with tech giants.
The merger was fueled by the need to integrate AI-driven marketing solutions, expand digital media capabilities, and create operational efficiencies. John Wren, CEO of Omnicom, continued to lead the newly merged company, with IPG’s Philippe Krakowsky serving as co-president and co-chief operating officer.
2. Amcor’s Acquisition of Berry Global Group
With sustainability and global market expansion as key priorities, Amcor announced an $8.4 billion merger with Berry Global Group in December 2024. The deal created the world’s largest plastic packaging company, allowing Amcor to optimize supply chain efficiencies, expand into new markets, and invest more heavily in sustainable packaging solutions.
By consolidating resources, the company aimed to strengthen its position in North America, Western Europe, and emerging economies while addressing growing consumer and regulatory demands for eco-friendly packaging.
🔗More on Amcor’s merger with Berry Global
3. BlackRock’s Acquisition of HPS Investment Partners
As institutional investors increasingly seek alternative assets, BlackRock doubled down on its private market expansion in 2024, including a $12 billion acquisition of HPS Investment Partners. The deal positioned BlackRock as a dominant force in private capital investments, diversifying its revenue streams beyond traditional asset management. With governments tightening budgets and investors demanding new opportunities, the acquisition allowed BlackRock to strengthen its AI-driven investment strategies while expanding its influence in the fast-growing private credit sector.
🔗More on BlackRock’s AI-driven investment expansion
4. WPP Returns to Acquisitions with New Commercial Arts Deal
WPP, one of the world’s largest advertising holding companies, returned to strategic acquisitions in mid-2024, purchasing New Commercial Arts (NCA)—a UK-based creative agency known for its work with J Sainsbury, Vodafone, and Uber.
The deal signified WPP’s commitment to investing in creative talent, even as AI automation continues to influence the industry. NCA was integrated into Ogilvy, further strengthening WPP’s creative offering in the UK and beyond.
🔗More on WPP’s creative expansion
5. Independent Agencies Join Forces: Barkley & OKRP Merge
While major holding companies made headlines, independent agencies also engaged in mergers to strengthen their market position. In early 2024, Barkley and OKRP joined forces to create BarkleyOKRP, a newly formed agency designed to deliver high-impact creative solutions while maintaining an independent spirit.
This merger reflected a growing trend of independent agencies consolidating to better compete with global giants while keeping their agile, client-focused approach intact.
6. WPP Combines BCW and Hill & Knowlton to Form Burson
In another major consolidation move, WPP merged Burson Cohn & Wolfe (BCW) and Hill & Knowlton in July 2024 to create Burson, one of the world’s largest public relations firms. With over 6,000 employees worldwide, the new entity aims to redefine corporate reputation management, helping brands navigate an increasingly complex media landscape.
🔗Burson’s formation and impact
The Future of Agency Mergers & Acquisitions
The flurry of ad agency acquisitions in 2024 highlights the industry’s shift toward consolidation, AI-driven marketing, and integrated data solutions. As tech companies like Google, Meta, and Amazon continue to disrupt traditional advertising models, agencies are scaling up to offer full-service, data-powered marketing solutions.
For independent agencies, the challenge is to maintain their creative edge while competing with holding company behemoths that are rapidly integrating AI, automation, and proprietary consumer data. Some agencies will merge for survival, while others, like R/GA, will double down on innovation and independence.
No matter which direction the industry takes in 2025, one thing is certain: the evolution of advertising agency mergers and acquisitions is far from over.
Looking to navigate the agency acquisition landscape? At Solidyfy, we actively acquire marketing and advertising agencies and form strategic partnerships with founders ready for their next chapter. We take a hands-on, low-friction approach to ensure smooth, successful transitions. Contact us today to explore opportunities in the fast-moving world of agency M&A.
