All roads lead to digital, but when it comes to the Big Four agency holding companies, one of them — Omnicom Group — is taking the road less traveled.
French holding company Publicis Groupe has spent billions swallowing up massive digital agencies, and most recently Rosetta; WPP has been rolling up a series of smaller acquisitions to create Possible Worldwide, its first global digital-only network; and Interpublic Group of Cos. has been working to export older acquisitions and Huge around the world. But U.S.-based Omnicom, the No. 2 holding company with $12.5 billion in global revenue, has been quiet when it comes to its digital strategy.
Its philosophy has been to inject digital competence into its core agency brands,, and , and grow capabilities within its highly profitable Diversified Agency Services (DAS) division, which handles below-the-line work. But by integrating — or as detractors might say, burying — digital capabilities within its larger, more well-known brands, is it building the agency of the future, one in which digital isn’t a silo but inherent in everything? Or is it devaluing the complexity of the technology needed to market in 2015 and beyond?