This isn’t simply consolidation; it’s promoting’s Nice Reset.
That is certainly the proper reply, and certainly not the one that may emerge.
Two manufacturers, one platform. It’s what McKinsey would suggest, what shareholders dream about, and one thing that might truly compete with Publicis’s Energy of One.
However right here’s the tragedy: promoting individuals are nostalgic. They will provide nice recommendation to shoppers, however run their very own companies extremely poorly.
Level promoting folks at a consumer in an identical state of affairs, and there could be a unanimous push for consolidation. However these medical doctors by no means heal themselves, and the board doesn’t have the stones for this degree of disruption.
The Nuclear Choice requires a wartime CEO, not John Wren, who for all his vital qualities, is a peacetime common managing decline, not revolution.
Probably the most profitable mammal on the planet is the brown rat. They dominate our planet. And the rationale for his or her populous success is grisly: the mom rat will, if burdened, threatened, or hungry, cull a big proportion of her brood. It’s a horrendous however basic act that ensures her survival, and the survival of the strongest of her litter.
This merger is a once-in-a-lifetime alternative to focus and evolve. And the query on the coronary heart of all of this isn’t which manufacturers the brand new firm ought to kill. That at all times results in a mushy and partial reply. The right query is what number of manufacturers the brand new firm must succeed.
Mark Ritson will educate the ADWEEK MiniMBA in Advertising and marketing in April 2026, a ten-week MBA degree program for senior managers who by no means acquired (or have utterly forgotten) correct advertising and marketing coaching. Sign up here.
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