Omnicom and IPG sent shockwaves through the advertising sector when they announced a $13bn merger on Monday. Ali Lyon looks at what the deal means for the firms’ agencies, staff and the ad industry as a whole.

Promising to combine two titans’ expertise in media, creative, and digital services, the merger is being touted as a win for clients and shareholders alike. But history and industry insiders suggest caution.

The $13.25 billion acquisition by the ad holding company Omnicom of Interpublic Group has industry insiders speculating about more M&A to come.