Samsung, Maruti, Adani, Adidas trigger India pitch wave as WPP, Omnicom-IPG reshape agency map

Indian marketers are calling agency reviews en masse, set off by the Omnicom-IPG mega-merger and WPP's Elevate28 consolidation. Fee compression, AI disruption and a shift from Agency-of-Record to project rosters are pushing brands to test independents like Rediffusion and RK Swamy Hansa, with zero-commission bids on the table.

— Source publishedWed, 20 May, 2026, 08:58 IST·First seen Wed, 20 May, 2026, 10:45 IST·Source ET Brand Equity

What happened

Indian marketers including Samsung, Maruti Suzuki, Adani and Adidas are calling agency pitches en masse, triggered by the Omnicom-IPG merger and WPP's Elevate28

Key facts

  • USD 25 billion
  • 80 per cent
  • zero percent commission

Why this matters

The Elevate28 and Omnicom-IPG consolidation creates a 12-18 month window to acquire mid-tier Indian independents and AI-native creative shops before they're bid up by brands fleeing holdco disruption.

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