Is advertising ready for the biggest babushka in its history?

The worldwide advertising industry is a series of small entities held by bigger bodies, like a set of Russian babuschka dolls. (Image: Jim Eagles)

Kelly Bennett

Fri, 13 Dec 2024

The advertising sector has long been a series of Russian nesting dolls all neatly placed within each other and ultimately housed by the frame of the big babushka.WPP, IPG, Publicis and Omnicom have long made up the big-four babushkas – or holding companies – housing the vast majority of the major advertising brands throughout the world.The uncomfortable truth in the business is that while advertising stalwarts like Colenso BBDO, DDB, Clemenger BBDO and TBWA might appear on the same pitch list for New Zealand’s biggest accounts...

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