WPP, Publicis Groupe, Omnicom, Interpublic, Havas and Dentsu have hitherto been known to adland as the "big six". However, the past year has brought the announcement of a proposed merger between Omnicom and IPG, while Havas and Dentsu have become comparatively smaller.So, the "big six" become the "big three", but is there another challenger? Accenture Song's latest results reported revenues of $20bn (£15bn) in the 12 months to August, putting it on par with Omnicom’s $16bn, Publicis’ €16bn ($19bn) and WPP’s £15bn ($20bn). The business has picked up the $42m media account for Optus in Australia and remains in the running for Jaguar Land Rover’s global integrated marketing account.With significant changes among the biggest holding companies continuing to shift the advertising landscape, some have questioned whether it is the end of the "big six", heralding the start of a new "big four". In this week's episode of The Campaign Podcast, Campaign's editor-in-chief Gideon Spanier, UK editor Maisie McCabe and media editor Beau Jackson, examine the potential outcomes. The episode is hosted by tech and multimedia editor Lucy Shelley.Further reading:Accenture is at a crossroads for its global agency ambitionsWhat's next for Accenture Song? CEO Ndidi Oteh at Campaign Live‘Song is changing Accenture’: CEO Ndidi Oteh on media, M&A and ‘Big Four’ agency rivalryOmnicom now ‘confident’ IPG deal will close in November as EU approval nearsYannick Bolloré on Havas’ Q3 ‘acceleration’, Dentsu’s assets and being ‘open’ to M&AHavas ‘could be interested’ to buy or partner with some of Dentsu’s international assetsArthur Sadoun on why Publicis is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations
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29:58
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29:58
Are marketers replacing agencies with AI?
This episode of The Campaign Podcast explores whether marketers are using AI to do work traditionally done by their agencies and examines what clients are – and aren’t – doing with AI.It comes as Campaign launches the Power 100, the list of the most powerful marketers in the UK. This year they were asked questions designed to tease out where they are on their AI journeys.Presented by deputy editor Gemma Charles, guests on the podcast were premium content editor Nicola Merrifield, acting commissioning editor Louise Ridley and Will Hanschell, the co-founder and chief executive of generative AI platform Pencil that was acquired by The Brandtech Group in 2023.Further reading:Power 100 2025: AI – giving marketers 'superpowers'Power 100 2025: the full listCampaign Power 100 2025 Hall of Fame revealedAn inside job: when and how Power 100 marketers are going in-house
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20:37
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20:37
Is adland working for its junior staff?
Campaign published its Faces to Watch list for 2025 last month and also canvassed the cohort on a range of topics both on and off-the-record. From hybrid-working and salary through to the rise of AI and diversity, the Faces – all of whom have worked in adland for eight years or less – gave their views freely.This episode not only dissects their thoughts but also offers the perspectives of adland leaders on the lot of their junior staff. Hosted by Campaign’s deputy editor Gemma Charles, this episode features deputy media editor Shauna Lewis, acting commissioning editor Louise Ridley and reporter Ezster Gurbicz.Among other issues, they discuss why juniors may have missed out by not starting their careers in the office due to Covid, the younger generation’s embrace of AI and the demise of hierarchical structures from yesteryear.Faces to Watch 2025: the full listFaces to Watch 2025: the AI adopters with a focus on diversityFaces to Watch 2025: Proportion 'very worried' about financial situation doublesFaces to Watch 2025: proportion in-office at least three days a week rises to over 80%Faces to Watch 2025: Drop in people experiencing bullying or harassment at workFaces to Watch 2025: Almost half think increasing use of AI in adland is positiveWhat would be your advice for this year’s Faces to Watch?
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28:51
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28:51
Why are diverse minds more suited to advertising?
Neurodiversity exists in between 15 and 20% of UK adults, but recent All In data counts over half of adland’s UK workforce as neurodiverse, at 55%.This week is dyslexia awareness week, and to mark the occasion this episode looks into neurodiversity in adland, and how the industry supports people with different ways of thinking, both internally and in the ads it produces. Hosted by Campaign's tech and multimedia editor, this episode welcomes guest Wayne Deakin, former global executive creative director at Wolff Olins, as well as media editor Beau Jackson and deputy media editor Shauna Lewis from the Campaign.They discuss why advertising attracts people with different ways of thinking, how it impacts the work and the barriers and taboos that still exist making agency life challenging for those with neurodiversity.Further reading:‘More than just clothes’: Vanish builds on autism awareness workHow leaders can build a neurodiversity-friendly workplaceHow I got diagnosed with ADHD at age 38Great minds don’t think alike: How to tap the neurodivergent talent pool
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27:25
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27:25
What's next for Accenture Song? CEO Ndidi Oteh at Campaign Live
Ndidi Oteh, the new global chief executive of Accenture Song, was interview on stage by Campaign's editor-in-chief Gideon Spanier at Campaign Live in her first UK interview.24 days into the new job, Oteh discussed navigating change and scale, plans to expand in media buying, and how the agency arm of consulting giant Accenture compares to the big holding companies. This episode features the full session from the event, with an introduction from Campaign's tech editor Lucy Shelley. Oteh divulged Song's acquisition strategy, focusing on talent and partnerships, and how the creative shop is actually changing the consultancy giant. Further reading:Four agency groups in race to win Jaguar Land Rover global marketing accountDentsu appoints bankers to seek buyers for international businessAccenture and WPP have discussed potential M&A dealWPP hires AKQA global CEO from AccentureAccenture Song dropped from TfL creative review for 'not meeting DEI criteria'Accenture Song appoints Ndidi Oteh as North America leadDavid Droga to step down as CEO of Accenture Song
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Welcome to Campaign magazine's podcast, our weekly look at the biggest stories, campaigns and important issues in UK advertising and media. Presented by Campaign's editorial team. Read more at http://www.campaignlive.co.uk/resources/podcasts
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