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A new report finds a greater array of both buyers and sellers in the marcoms space. Advertising thrives on acquisitions and new blood, so the state of agency mergers and acquisitions can reveal a lot about the wider industry. A new report by the investment banks JEGI and Clarity, which are based in New York and London respectively and have worked closely together on media deals for four years, looks at how things have been changing. The study identifies several trends. First, there is a growing range of buyers beyond the traditional 'big six' advertising holding groups. Second, sellers are more varied as agencies are involved in a broader spread of marketing disciplines and the lines between those disciplines are blurring. Third, the M&A market has become more international, fueled by technology and relatively buoyant economic conditions. The deals by the 'big six' are only one measure of activity because of the influx of new entrants.