Is there a new 'big four' in adland?

<p>WPP, Publicis Groupe, Omnicom, Interpublic, Havas and Dentsu have hitherto been known to adland as the "big six". However, the past year has brought the announcement of a proposed merger between Omnicom and IPG, while Havas and Dentsu have become comparatively smaller.</p><br><p>So, the "big six" become the "big three", but is there another challenger? Accenture Song's latest results reported revenues of $20bn (£15bn) in the 12 months to August, putting it on par with Omnicom’s $16bn, Publicis’ €16bn ($19bn) and WPP’s £15bn ($20bn). The business has picked up the $42m media account for Optus in Australia and remains in the running for <a href="https://www.campaignlive.co.uk/article/jaguar-land-rover-shortens-pitch-list-three-global-review-hots/1937113" rel="noopener noreferrer" target="_blank">Jaguar Land Rover’s global integrated marketing account</a>.</p><br><p>With significant changes among the biggest holding companies continuing to shift the advertising landscape, some have questioned whether it is the end of the "big six", heralding the start of a new "big four".&nbsp;In this week's episode of <em>The Campaign Podcast, </em>Campaign's editor-in-chief Gideon Spanier, UK editor Maisie McCabe and media editor Beau Jackson, examine the potential outcomes. The episode is hosted by tech and multimedia editor Lucy Shelley.</p><br><p>Further reading:</p><p><a href="https://www.campaignlive.co.uk/article/accenture-crossroads-its-global-agency-ambitions/1936216" rel="noopener noreferrer" target="_blank">Accenture is at a crossroads for its global agency ambitions</a></p><p><a href="https://www.campaignlive.co.uk/article/whats-next-accenture-song-ceo-ndidi-oteh-campaign-live/1934059" rel="noopener noreferrer" target="_blank">What's next for&nbsp;Accenture&nbsp;Song? CEO Ndidi Oteh at Campaign Live</a></p><p><a href="https://www.campaignlive.co.uk/article/song-changing-accenture-ceo-ndidi-oteh-media-m-a-big-four-agency-rivalry/1933578" rel="noopener noreferrer" target="_blank">‘Song is changing Accenture’: CEO Ndidi Oteh on media, M&A and ‘Big Four’ agency rivalry</a></p><p><a href="https://www.campaignlive.co.uk/article/omnicom-confident-ipg-deal-will-close-november-eu-approval-nears/1936810" rel="noopener noreferrer" target="_blank">Omnicom now ‘confident’ IPG deal will close in November as EU approval nears</a></p><p><a href="https://www.campaignlive.co.uk/article/yannick-bollore-havas-q3-acceleration-dentsus-assets-open-m-a/1936215" rel="noopener noreferrer" target="_blank">Yannick Bolloré on Havas’ Q3 ‘acceleration’, Dentsu’s assets and being ‘open’ to M&A</a></p><p><a href="https://www.campaignlive.co.uk/article/havas-could-interested-buy-partner-dentsus-international-assets/1936183" rel="noopener noreferrer" target="_blank">Havas ‘could be interested’ to buy or partner with some of Dentsu’s international assets</a></p><p><a href="https://www.campaignlive.co.uk/article/arthur-sadoun-why-publicis-winning-struggling-rivals-dragged-down-agency-valuations/1935978" rel="noopener noreferrer" target="_blank">Arthur Sadoun on why&nbsp;Publicis&nbsp;is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations</a></p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>