Omnicom and Interpublic, two giants of the marketing universe, appear to be looking to join forces. A WSJ report suggests they’re close to signing off on a landmark combination. If confirmed, this deal would create a massive company with more than $20 billion in annual revenue. It might even knock WPP and Publicis off their top perches.
So what’s going on? The advertising industry is under pressure. Many traditional approaches that once worked so well now face difficult questions. Automation and AI are changing how clients connect with consumers and a world where old methods feel dated. While some ad firms have adapted well, others have struggled to keep pace.
In recent months, Interpublic has been busy trimming its portfolio, selling off agencies such as Deutsch New York, Hill Holliday, and, most recently, Huge. Many in the industry took these moves as a hint that the company might be looking for a bigger partner. Now it’s apparent that Omnicom is poised to fill that role. Still, this isn’t going to be a simple union. There’s every reason to expect regulators to give the arrangement a thorough once-over before giving it a green light.
Should this megadeal go ahead, it would group together some of the most storied names in advertising (such as McCann, FCB, BBDO, TBWA, and DDB) under a single, sprawling corporate banner.
For now, it’s a waiting game. According to the FT, talks have reportedly been ongoing since summer, with a possible announcement as soon as later this week.