WPP Controls the Scale and the Prestigious Agencies Necessary to Maintain Its Leading Position
On Oct. 8, Ford Motor Company finally decided on which ad agencies it will work with going forward and chose Omnicom’s BBDO as its creative agency, displacing WPP. However, Ford did retain WPP as its media agency. While Ford’s decision will help Omnicom organic revenue growth in 2019, in our view, its negative impact on WPP revenue will not be significant. Plus, we must note that WPP has an opportunity to offset the effect of Ford’s decision, as it is one of the final three agencies pursuing the...
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