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.

— Filed Wed, 20 May, 2026, 10:46 IST · Source ET Brand Equity · Updated

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 consolidation, alongside fee compression, AI disruption and a shift from Agency-of-Record to project-based rosters.

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