ADWEEK Advantage is part of a series where every month, our top editors interpret what happened in each vertical, and what it means for the future.
As the rise of AI and shrinking client budgets reshape the agency business, the major industry players are setting their sights beyond advertising and media in pursuit of growth.
For those on the front foot, that’s playing out through acquisitions meant to bolster or extend their capabilities in new kinds of businesses.
Publicis’ acquisitions of 160over90 and LiveRamp (the latter for $2.2 billion) earlier this year were both bets on new growth categories.
