While a client-oriented structure is more common in traditional ad agencies, it’s been less common for retail media agencies because of retail media’s inherent complexity, he said.
Looking ahead, Feldman noted there’ll be more to come as Omnicom’s connected commerce solution takes shape. The IPG acquisition means that Omnicom now has access to Acxiom’s data and identity solutions, as well as Kinesso’s talent. Those additions could help the agency better compete with Publicis, which made a series of retail media related acquisitions between
“I’m very bullish on [Acxiom],” Feldman said.
