South Africa, Dec. 10 -- While the global figures are impressive, headlines were dominated by dramatic shifts within agency networks. In a landmark move, Omnicom acquired Interpublic Group (IPG) for $13bn. The consolidation led to the shuttering of historic creative agencies, including DDB and FCB, despite their strong creative performance. Notably, DDB took home 112 Cannes Lions in 2025, earning Network of the Year, but this wasn't enough to save it from being dissolved into the TBWA network. This tension between creative accolades and financial pragmatism has sparked a renewed industry-wide debate: are we truly rewarding what matters?

Against this backdrop of upheaval, independent agencies stepped into the spotlight. Around the world a...