Dive Brief:

• WPP, the largest agency holding company in the world by revenue, is holding that spot as it continues to make acquisitions.
• In 2014 so far, WPP acquired six tech companies and 10 marketing and communications firm. 
• Despite Omnicom and Publicis Groupe's claim that the recently failed merger was partially motivated to help compete with big data leaders like Google and Facebook, neither agency is acquiring tech firms. 

Dive Insight: 

One could argue that Omnicom and Publicis' slow-down in tech acquisitions was a result of their drawn-out-and-ultimately-failed merger, but both firms still made marcom acquisitions in Q1. It seems that WPP is successfully moving in the direction that Omnicom and Publicis claimed to be going.