Advertising in 2024: Consolidation, Closures, and Copycat Disputes Unfold

The advertising industry in 2024 experienced significant shifts marked by consolidation, closures, and plagiarism disputes. These developments reflect the evolving dynamics and competitive pressures reshaping the sector.

Omnicom Acquires IPG: A Game-Changing Consolidation

In a landmark move, Omnicom acquired Interpublic Group (IPG), creating a combined entity with $25.6 billion in revenue. This positions Omnicom ahead of WPP ($18.89 billion) and challenges WPP’s dominance in creative leadership, especially in India, where Omnicom now houses McCann Worldgroup, FCB Group, DDB Mudra, and others.

The consolidation extends to media-buying power, with Omnicom-IPG’s combined revenue of ₹1,128 crore in India, close to WPP’s GroupM (₹1,471 crore). WPP CEO Mark Read responded by highlighting WPP’s focus on results, dismissing competitors' inward focus.

Wieden+Kennedy (W+K) Shuts Indian Operations

W+K, renowned for iconic campaigns like Nike’s Da Da Ding and Old Spice’s Milind Soman ads, announced its exit from India after 17 years. The decision follows its legal dispute with Jindal Steel over a Cannes Lions-winning ad. W+K had accused Jindal of plagiarism, seeking recognition as the original creator of the work.

In a statement, W+K revealed its decision to realign global operations, scaling back in India to reassess its market relevance. Its exit highlights challenges independent agencies face in the competitive Indian advertising landscape.

Copycat Controversies Rock the Industry

Plagiarism accusations continued to stir debates in 2024. Alongside W+K’s dispute, Bang In The Middle accused former client Medanta of executing a campaign concept previously rejected during their collaboration. The agency publicly criticized Medanta via social media and pursued legal action to address the alleged infringement.

The Bigger Picture

These developments underscore the industry’s shifting dynamics, with consolidation reshaping market leaders, independent agencies facing mounting pressures, and intellectual property disputes sparking heated debates. Amid these changes, the sector's resilience and adaptability remain central to navigating a competitive and evolving landscape.