This Week's Agency News Round-Up

February 20th 2026 - Mergers, Movers, and Campaign Creators

20 FEBRUARY 2026

1. Top Stories

Omnicom has sent shockwaves through its agencies and the wider advertising industry once more, with a major escalation of its redundancy programme, with plans to double its annual cost-saving targets to $1.5bn (£1.1bn) over the next 30 months, signalling a major period of contraction for the group. Decision Marketing tells us more.

2. Account Moves & Launches

New Agency & brand partnerships

Leeds-based digital marketing specialists, The Marketing Optimist has kicked off 2026 on a high after appointing a key new team member and seeing steady growth predicted for the remainder of the year, following successfully securing a trio of big client wins at the start of Q1, including a large, revived campaign for North Yorkshire Combined Authority. News by Wire has more.

Snappy Shopper has announced a strategic partnership with Empros Retail, formally appointing the fast growing digital marketing specialist as its preferred marketing partner for retailers across the UK. Learn more about the move here.

3. People & Leadership

Hires, promotions and notable exits

helia, Havas’ flagship UK CX agency, has appointed Andy O’Carroll as its first chief creative officer. Learn more over on Little Black Book Online.

Creative agency Rise at Seven, founded by an Insider 42 Under 42 alumna, has appointed Matt Holmes, who brings experience from roles at PrettyLittleThing and Emirates, as executive director of integrated strategy. Insider Media has the scoop.

4. Big Collaborations of The Week

Standout campaigns, launches or stunts

Purpose Media is celebrating a strong start to the year after landing a string of major client wins and renewals. Here's the Marketing Derby with the details.

R&Co Communications, which has offices in Leamington Spa and Birmingham, has generated its biggest-ever fee income after achieving 14 per cent growth year-on-year. Birmingham World UK has the details.

5. Trends & Talk

Graphic detail on the state of the agency sector - Digiday

A new industry snapshot from Digiday paints a picture of a marketing agency sector in transition, with contraction, consolidation and shifting revenue sources shaping 2026.

Takeaway for UK agencies:

The sector isn’t shrinking because demand is disappearing, it’s evolving. Agencies that sharpen specialisation, demonstrate measurable impact, and partner more closely with client teams will be best positioned as the industry continues to restructure around value and outcomes.

Read the full report from Digiday here.

6. Quick Hits

Get involved in the upcoming Northern Marketing Festival organised by Prolific North to connect with incredible talent and discover the latest trends you need to know."