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.

ET Brand Equity · 5/20/2026, 5:16:04 AM