Jared Belsky, CEO and Co-Founder at Acadia, was featured in a recent article from AdAge.
Jared said he hasn’t been surprised by the acquisitions made by holding companies, including this one:
“Holding companies have been a little behind on retail media and marketplace adoption,” Belsky said, even though “that’s how every chapter in digital has gone for the last 30 years. The old companies were slow [into] search. They bought their way into search. They were slow [into] social, and they acquired their way into social, and now they’re slow [into] retail, and they’ve acquired their way into retail.”
“What I think has happened is RFPs have evolved,” he said. “Two years ago, clients were happy to have a media agency and then an Amazon retail media agency. That’s becoming less exciting. I’m seeing more RFPs each week that want one agency to stop the silos and steward money between traditional, performance and retail media.”
Added Belsky: “Omnicom had a choice to either be part of this and lead or be left out.”
Read the full article: "What Omnicom Buying Flywheel Means for the Holding Company and the Industry" in AdAge, published on October 31, 2023.