Why the future belongs to digitally-native, full-funnel agencies

The global advertising industry is going through a structural reset. The consolidation conversations we’re seeing internationally are not just business decisions; they reflect the broader shift in how brands want to grow.

The recent Omnicom-IPG merger—and the restructuring it has set into motion across global networks—is a clear signal of this shift. Large holding companies are reorganising themselves to offer more integrated, end-to-end solutions—because that is exactly what brands are demanding.

Marketing today is shaped by audiences who move effortlessly across screens and platforms, and by brands that want one partner to manage this journey end-to-end. The winners in this environment will be agencies that think and operate as digital natives — not because “digital” is fashionable, but because the way consumers behave leaves no other choice.

The most visible change is that the consumer journey has stopped behaving like a funnel and has started behaving like a loop. People may discover a brand on Instagram, compare it on a marketplace, watch a creator’s review on YouTube, and convert through a quick-commerce app — all in a single day.

This reality has made the old distinction between brand-building and performance less meaningful. Brands now want a single idea that can spark attention, generate interest, and convert demand — not separate teams working in silos.

We’re already seeing this shift play out across India. A leading food-tech company, for instance, blends moment marketing with sharp conversion strategies directly on its app. A major insurer uses storytelling-led campaigns that seamlessly transition into simplified digital journeys. Even several digital-first consumer brands across grooming, nutrition and personal care have built their growth on continuous engagement layered with always-on commerce.

These companies aren’t treating marketing as separate stages; they’re treating it as one continuous experience — and this is exactly where digitally-native agencies excel.

Scale = agility, not growth

This changing landscape has also altered what “scale” means. Earlier, scale was about size: more offices, more people, more buying clout. Today, scale is about responsiveness. It is the ability to read cultural shifts quickly, create ideas that travel across formats, and optimise communication based on how audiences are reacting at that very moment.

This is also why global networks are streamlining structures post the Omnicom-IPG development — simplifying layers, integrating capabilities, and moving towards models that mirror how digitally-native agencies already operate.

Several leading Indian companies have seen measurable impact from this kind of thinking. One major player in the automotive industry, for instance, didn’t rely on traditional formats alone to build its EV category—it leveraged curiosity-led videos, influencer cues, owner testimonials, and behaviour-triggered communication, all designed to nurture both consideration and intent.

Similarly, companies in beauty, eyewear, and consumer electronics have scaled rapidly by following one simple principle: speak to consumers at every moment that matters, not just at the top of the funnel.

As global networks reorganise, the implication for India is clear. Brands want partners who understand culture and platforms equally well — agencies that can craft big ideas but also stay close to real consumer behaviour. They want partners who bring creativity that doesn’t end at a television script but travels into reels, search queries, community conversations, and commerce pathways. They want someone who can help them participate in culture, not just advertise to it.

The future will belong to agencies that see marketing as one coherent journey rather than a sequence of disconnected tasks.

Digitally-native, full-funnel agencies are best positioned for this future because they are built for the world as it is — dynamic, participatory, and always in motion. As brands across sectors sharpen their ambition, the partners who can connect creativity with continuous engagement will define the next chapter of growth.

-Amit Mathur, president – sales and marketing, Finolex Cables Ltd.