If you’re an advertiser wondering how the Omnicom-IPG deal could disrupt the media landscape—and possibly your own media planning and buying efforts--you’re not alone.  

The folks at media consultant ID Comms have been thinking a lot about the issue as well and in addition to dispensing advice to clients have offered some free insights to the rest of the industry via the firm’s podcast #MediaSnack.  

In the latest edition, hosted by company co-founders Tom Denford and David Indo, the advice varies, depending on the current mindset of the advertiser. But opportunities abound.  

The company asserts there are four attitudinal buckets that advertisers currently fall into including so-called “Deal Watchers.” These are advertisers with media agencies not owned by Omnicom or IPG who are happy with their current agency relationship. The overall advice for this group is to continue watching, let the deal conclude—which is what ID Comms sees happening—and reassess in 12 months. That said, it’s also a good time to review contracts and perhaps ask for slightly more favorable terms. Because amid the current disruption, if it’s one thing agencies outside of Omnicom and IPG want to do it’s hang on to current clients.   

There is also a group of advertisers that ID Comms labels as desiring “Safe Passage.” These are advertisers currently within the Omnicom-IPG fold who are also happy with their current relationships. But if the deal goes through, some people within the two organizations may be let go during the streamlining and integration process. So now is a great opportunity for the Safe Passage clients to lock in their agency teams for another three years. Because if it’s one thing the folks at Omnicom and IPG want to do it’s avoid defections and keep happy clients happy.   

In bucket number three (“Open To New Ideas”) are not-so-happy clients currently not using agencies at Omnicom or IPG. The advice to them: Launch a pitch now. “It’s a buyers' market,” Denford says. “Agencies are aggressive and competitive.”  

And in bucket four are the “Not Sure” clients currently partnered with an Omnicom or IPG agency. The advice: have patience. If your contract is up, maybe extend it for a year and see how the merger plays out. Current doubts now may evaporate once the dust settles. And if not start a review then.  

Check out the podcast here. There’s also a “tool kit” that the firm put together with lots of food for thought about the pending deal’s implications that can be accessed here.  

 
Pictured above: ID Comms' Denford on the firm's #MediaSnack podcast.