Group M recently reorganized to absorb other media agencies within its own networks to improve performance and efficiencies.
The merger should help GroupM, the world's largest media buyer, cut costs that it can reinvest in Essence, which serves as Google's global agency of record for digital media. Essence, a high-growth shop known for its digital capabilities and transparent buying model, is expected to build traditional media capabilities into its business.
Industry observers see the Neo@Ogilvy move as a way to build scale and give Neo more direct access to the media behemoth's data, technology and planning and buying capabilities.
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