Agency Business #49: Steve and Robin Boehler — on the Omnicom–IPG deal and what it means for agencies
Dec 8, 2025
Steve and Robin Boehler, co-founders of Mercer Island Group, dive into the recent upheaval at Omnicom, shedding light on the closure of legacy creative agencies and the challenges large networks face. They discuss how industry consolidation fosters client anxiety and the decline of brand distinctiveness. The Boehlers emphasize the implications for talent and pricing in this turbulent landscape. They also preview their upcoming book, sharing insights on agency positioning and winning strategies in a changing market.
AI Snips
Chapters
Books
Transcript
Episode notes
Data As The Holding Co. Differentiator
- Large holding-company consolidation aims to combine data capabilities as a foundation for serving the biggest global clients.
- Steve Boehler says merged data can be a strong go-to-market advantage for giant enterprises.
Legacy Brands Lost Distinctiveness
- Many legacy creative agency brands lost distinctiveness over decades of diluted positioning.
- Robin Boehler argues brand indistinguishability made shuttering names less impactful to clients and the market.
Make Your Positioning Clear And Narrow
- Agencies should clearly state what they do and who they serve rather than using vague descriptors.
- Steve Boehler says narrow, specific positioning helps agencies stand out to marketers.
