Every Sunday, during my morning double espresso almond flat white, I’ll share three powerful ideas transforming creative culture.
IDEA 1: Tudum goes Hollywood
Netflix built its empire by disrupting the old Hollywood model. Now it's spending $82.7 billion to become the new Warner Bros. The same algorithms that greenlit Squid Game will now decide the fate of the DC Universe (or multi-multiverse?)
The irony: In December 2024, Warner Bros. Discovery dropped Sesame Street from HBO Max as part of a shift away from kids programming. Five months later, Netflix picked it up. Now Netflix is buying the company that abandoned Big Bird.
IDEA 2: Omnicom + IPG
Omnicom (BBDO, TBWA, DDB) is acquiring Interpublic Group (FCB, McCann, RGA) for $13.3 billion, creating the world's largest advertising network at $25.6 billion in combined revenue. FleishmanHillard, Ketchum, Weber Shandwick, McCann, R/GA—all one family now.
The human cost: Three historic agency brands are being eliminated: DDB, FCB (founded in 1873), and MullenLowe. 4,000 immediate job cuts, with total reductions potentially reaching 14,000 positions. IPG had already cut 3,200 jobs in 2025 before the merger closed. Long live creativity, Cannes GPs, and Networks of the Year.
IDEA 3: Brand Building Studios
While agencies consolidate, the smartest brands are building internal creative teams focused 100% on their brand—and hiring the talent agencies just cut loose.
The best creatives and designers don't want to work on 8 different brands. They want to go deep on one.
Agencies promise "brand immersion" but serve 40 clients while in-house teams live the brand every day. They know the politics, the culture, the unspoken rules. Speed. Control. Cost savings. And now, according to the data, better creative work. We’ll see who wins (the pitch).
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