Following the announcement of Omnicom’s merger of Golin and Ketchum, Diana Marszalek at PRovoke Media asked for my perspective as both an industry veteran and a Ketchum alum. My initial reaction was simple: when a century-long brand recedes, it is worth a moment of reflection.
I’ve taken that moment. Here are three thoughts on what this shift signifies for the future of our industry:
1. Culture is the real differentiator. I spent nearly two decades walking Ketchum’s halls, on three continents. At its best, the agency’s edge wasn’t size; it was a remarkably consistent culture that fostered long-term client trust and empowered people to take smart, creative risks. When agencies consolidate, the operational logic may be clear, but culture is much harder to scale and much easier to dilute.
2. The “why” needs to be clearer. Several peers quoted in the piece, including Bill Davies, Michael Kempner, and Lou Hoffman, raised variations of the same question: What is the distinct client benefit? “Economies of scale” may satisfy analysts, but clients want to understand how a combination uniquely improves the work, not just the margins.
3. The human equation matters. Mergers inevitably create overlap. The question isn’t whether change happens, but rather how thoughtfully it is handled. Talent and clients alike are looking for senior counsel, continuity, and clarity, not just bigger organizational charts.
To be clear, none of this is anti-scale. There are real advantages to global platforms when aligned well. But legacy brands earn their reputations through culture, relationships, and belief systems, not just balance sheets.
These fundamental questions are what led me to go independent with Attention Comms last year. Leaving a legacy brand confirmed for me that clients don’t want their “reason to believe” managed by a spreadsheet: they want senior counsel, agility, and a values-driven approach.
As I lead PRSA-NY this year, I’m focused on how we drill down on these true differentiators. The industry isn’t dying, but it is evolving. The future belongs to those who prioritize depth of partnership over sheer scale.