Welcome to the year that the holding companies all use (and perhaps abuse) the word “outcome” in either singular or plural form. With the first half of 2026 in the books financially speaking, an analysis of the biggest agency groups in the world — Publicis, Omnicom, WPP, Havas, Stagwell, S4 Capital and as of last Friday, Dentsu — they’re all decided to zero in on “delivering outcomes” as their ultimate mission to serve clients. We’re a long way from media planning and buying here. This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.
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