With 2025 seeing the mega-merger between Omnicom and IPG now complete, WPP consolidating its media agencies under WPP Media, and more consolidations in the pipeline, for our year-ender series, we asked experts to share 'the one consolidation they see happening in 2026'.

Here's what Aditya Chandra, managing director, Sparkt, had to say:

"Consolidation will accelerate wherever scale is the advantage in media, martech, production, and platforms. But creativity, culture, and taste won’t consolidate; they’ll collaborate. That divide will define 2026. Accenture could consolidate around outcomes, with Song embedded into industry verticals rather than operating as a standalone creative arm."

Also read:

'Brands are consolidating their trust, budgets, long-term partnerships with independent agencies'

'Consolidation won't shrink agencies; it will rewire them'