Agency news you need to know this week

Happy Friday, and welcome back to Agency Brief. This week, we’ve got the exclusive on Alaska Air Group’s new agency setup and more details on the Omnicom-IPG deal. Want to be included in a future edition? Reach out to ewan.larkin@adage.com and brian.bonilla@adage.com for consideration. Alaska Air Group revamps agency relationships Alaska Air Group, which owns Alaska Airlines and in September acquired Hawaiian Holdings, has consolidated some of its agency roster. Mekanism, which has handled Alaska Airlines’ creative and strategy work since 2016, will now also lead creative for Hawaiian Airlines. Meanwhile, IPG Mediabrands, which previously managed media for Hawaiian Airlines through Mediahub, will now also oversee media for Alaska Airlines through agency UM. Mekanism will help position a new loyalty program the airlines will launch later this year, according to Eric Edge, managing director, advertising and marketing at Alaska Airlines. Hawaiian Airlines had worked with MullenLowe on creative since 2019, while Alaska Airlines hired VaynerMedia for U.S. media in 2023. Neither agency was immediately available for comment. Agency Review Tracker Stay up to date with the latest account reviews Click here ICYMI Here are a few of Ad Age’s biggest agency stories this week: Save the date Shareholders of Omnicom Group and Interpublic Group of Cos. will vote on Omnicom’s acquisition of IPG at special meetings set for March 18, according to a new regulatory filing. The meetings for Omnicom and IPG shareholders will take place virtually at 9 a.m. ET that day via live webcasts. The merger also needs regulatory approval in the U.S. and abroad. Omnicom and IPG hope to complete the deal in the second half of 2025. More: Omnicom and IPG foresee modest revenue growth ‘Cut their strings’ In response to WPP’s new four-day in-office requirement, Terri & Sandy has launched an effort to encourage holding company employees to “cut their strings” and join the world of indies—and let them know that there are job openings at the New York agency. Terri & Sandy created a series of videos around a puppet called “Marion Ette,” who explains why it’s the perfect employee for WPP. “I love taking meetings next to five other people taking meetings!” the puppet says in one video (below). In a LinkedIn profile, Marion Ette describes itself as “a highly obedient team player with one goal in mind: To be controlled… I mean hired…. by WPP.” “At Terri & Sandy, we’re #ProudlyIndie. So there are no holding company overlords. No surprise mergers. No waking up one day to find your email signature has changed overnight,” reads a landing page on Terri & Sandy’s website. “And definitely, no sweeping holding company policies telling you 4-day RTO is mandatory—or else.” WPP’s employees appear to be pushing back on the holding company’s new mandate. Shortly after it was announced, a petition started by “Concerned WPP Employees” on Change.org called for WPP CEO Mark Read to reconsider the policy, which is set to take effect in April. In response to Terri & Sandy’s stunt, a WPP spokesperson said in a statement: “At WPP, we celebrate creativity in all its forms.” Latest on AKQA AKQA has restructured its leadership team in the Americas following the departure of several executives, including founder and CEO Ajaz Ahmed. The WPP agency also recently unveiled a new global structure, which hinges on a three-P&L model (the Americas, Europe, the Middle East and Africa, and Asia-Pacific). Here are some of the Americas leadership moves: Additionally, São Paulo-based AKQA Casa will now operate as part of the Americas business unit, the company said. Ad Age Best Places to Work 2025 50 companies doing a standout job See the full list here Just briefly Media company Hearst has hired PMG as its first creative and media agency of record following a competitive review. The indie agency’s scope includes Houston Chronicle, San Francisco Chronicle, Good Housekeeping, Car and Driver and Bring a Trailer. GSD&M appointed Peggy McCann as chief media officer, replacing Dave Kersey, who left the Omnicom agency in September to join L’Oréal USA. McCann formerly worked at Horizon Media, where she was executive VP of business solutions. Pandora consolidated its global media business with Dentsu, which will now oversee 36 markets, including the U.S., U.K., Canada, Italy and France, in a new two-year contract. Dentsu—which will service the account through a bespoke team, including agencies Carat, iProspect, Merkle and Tag—has worked with Pandora since 2016. Monks appointed Tanya Bogin to the new role of global head of studio. Bogin most recently worked at McCann Worldgroup’s Craft agency, where she served as managing director in London and global managing director of Craft’s internationalization practice. Fast casual restaurant chain Captain D’s announced Doner as its creative agency of record following a competitive review. The identity of the incumbent was not immediately clear. M&C Saatchi Group named Stevie Archer as regional chief creative officer, North America, a new role. Archer has served as CCO of M&C Saatchi SSK since December 2023. Contributing: Bradley Johnson

Agency news you need to know this week

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