First, instead of taking the opportunity to present the departures of Universal's chief, Robin Kent, and Initiative's Marie-Jose Forissier as part of a coherent strategy, it was handled piecemeal.
Kent's seemed little more than a knee-jerk response to GM's US media review (page 5). Forissier's seems to have wrong-footed her staff, many of whom apparently only learned the news from the news wires.
Meanwhile, IPG is also in the market for a global media head at holding company level to pull together the twin forces of Initiative and Universal into a coherent partnership. It's a sound strategy, but one that has not yet been sold into the local management.
The end result of all this shuffling should be a clearer media strategy with a better-defined relationship between the sibling brands. But for now - and so characteristic of IPG at its worst - confusion, rumour and fear reign.