New details emerge about Omnicom-IPG
Welcome back to Ad Age Briefly! This week’s edition also features a Best Places to Work honoree, Super Bowl ad prices reaching an all-time high and Anomaly's first ad for Starbucks. —Ad Age Senior Engagement Editor Mark Fischer
The lowdown: Ad Age has spent some time analyzing Omnicom Group and Interpublic Group of Cos.’ 197-page joint proxy statement, which reveals how the proposed mega-merger came together. Here are some of the takeaways.
The Wren-Krakowsky dynamic: Omnicom Chairman and CEO John Wren envisioned IPG CEO Philippe Krakowsky solely as co-president of the combined entity—not co-president, co-COO and a board director, all of which Krakowsky would take on if the deal closes as expected in 2025. IPG's board pushed for the expanded titles, and under the arrangement, Krakowsky would report exclusively to Wren. It remains to be seen how Wren and Krakowsky, who worked together within Omnicom in the 1990s, will gel. Our Lindsay Rittenhouse spoke with several executives who have worked with both to gain insight into how the relationship could play out. Read her story here.
Speaking of Krakowsky: In addition to his new titles, Krakowsky will secure a golden parachute currently valued at about $49 million should the deal close. We turn to Ad Age DIrector of Analytics Bradley Johnson for the details:
Financial projections: Omnicom and IPG expect modest revenue growth from now through 2029, Bradley Johnson also reports. For the years 2026 through 2029, Omnicom expected its revenue to increase by 4% annually and IPG’s annual net revenue to increase by 3%. If the deal goes through, Omnicom would become the largest agency holding company based on 2023 revenue, surpassing WPP. Check out a summary of the financial projections here.
💭 Editors Roundtables for All Access subscribers: Want to engage directly with the Ad Age staff? Sign up for our first Editors Roundtables session, exclusive to All Access subscribers, diving into 2025 creativity trends and how brands are redefining innovation amid tech shifts, cultural changes and evolving consumer expectations. The inaugural session, which will be led by Senior Creativity Reporter Sabrina Sanchez , is set for Feb. 26 in New York—sign up here.
The best places to work in 2025
Ad Age released its annual Best Places to Work package this week, highlighting 50 companies that excel in employee benefits, fair compensation and career development, based on employee surveys conducted by Workforce Research Group. The winners consist of 25 comapnies with 151 or more employees and 25 companies with 150 or fewer employees. Here's a sneak peek at one of the winners, special to subscribers of this newsletter:
Inspira Marketing Group came in at No. 5 on the list of companies with more than 151 employees, in large part due to its Brand Camp summer internship program, which connects interns with clients and established industry leaders. In 2023, 23% of promotions included Gen Z employees. Inspira, however, supports more than just the younger generation, offering all full-time employees a $1,500 annual education stipend for industry certifications, career coaching and conferences.
The company in its own words: “Beyond [the] benefits, Inspira fosters a culture that supports flexible lifestyles and entrepreneurial mindsets, emphasizing purpose-driven solutions and giving back to others. We are committed to transparency, creating a sense of belonging, and embracing diversity. Our work is inclusive of all community members, with a focus on amplifying marginalized voices.”
Super Bowl ad prices reach an all-time high
Several brands paid $8 million for 30 seconds of Super Bowl ad time on this year’s Fox broadcast—an all-time high, our Parker Herren reports. Prices for a 30-second spot have hovered around $7 million in recent years, but increased demand for advertising’s biggest night pushed costs higher. With just over a week until the Kansas City Chiefs go for a three-peat against the Philadelphia Eagles, brands including Anheuser-Busch InBev's Budweiser and Michelob Ultra, as well as Hellmann's and telehealth brand Hims & Hers, have begun releasing their ads. Watch them all in our Super Bowl ad tracker.
📧 Want more Super Bowl news delivered to your inbox? Sign up for our Super Bowl newsletter, featuring breaking news, analysis and first looks at the high-stakes Big Game commercials from Ad Age News Editor E.J. Schultz .
📱 Which social media platform will you be scrolling during the Super Bowl? Not only do we want to know where readers will be engaging during the industry tentpole event, but we also want to meet you there on Feb. 9. Take our poll here!
Creativity Corner
Starbucks debuted its first ad from Anomaly, which won the chain's U.S. creative business just a couple of months after it was awarded to WPP. The spot "focuses on a personal touch—playing into the tradition of baristas writing customers’ names on cups," writes Ad Age Marketing Reporter Erika Wheless . "The work reflects CEO Brian Niccol’s push to 'get back to Starbucks' by refocusing on customer service, the community coffee house and cutting down on morning wait times."
👋 Hi there, thanks for reading: This newsletter was curated by Ad Age Senior Engagement Editor Mark Fischer. Have any feedback or tips? Reach out to him at mark.fischer@adage.com.