In a recent article from the Association of National Advertisers (ANA), major agency holding companies—including WPP, Omnicom, and Publicis Groupe—are undergoing significant consolidation in response to rising costs, AI disruption, and pressure to deliver more with less. Holding company consolidation is being called “The Great Rollup.”
The piece, titled “The Great Rollup”, explores how legacy advertising empires are merging, rebranding, and streamlining operations in an attempt to offer integrated, end-to-end marketing solutions. But not everyone is convinced these moves are in the best interest of clients.
Scott Shamberg, President & CEO of Mile Marker Agency, was interviewed to provide perspective on what’s really driving these changes—and why marketers need to be cautious.
“The [agency] brands are the storefront, because clients still like to hire brands, but there will be little customization, more principal buying within media, and continued resource pressure as they streamline operations,” said Shamberg.
The article notes that while holding companies promise improved efficiency, the reality for many clients may be slower work, increased bureaucracy, and a loss of creative and strategic flexibility. At worst, it risks turning media agencies into interchangeable vendors with little differentiation—something Mile Marker Media Agency works hard to avoid.
The Mile Marker POV
At Mile Marker Agency, we believe scale should never come at the cost of fit, collaboration, or transparency. While the market moves toward consolidation, we remain committed to delivering customized, high-performance media strategy that centers the needs of our clients—not the operational pressures of a holding company.
Our flexible structure allows us to move fast, stay close to the work, and prioritize the outcomes that matter most. Whether you’re navigating omnichannel campaigns, retail media, or full-funnel strategy, Mile Marker Media Agency is built to help brands grow without compromise.
Read the full ANA article here:
The Great Rollup – Association of National Advertisers
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