GLOBAL - As far as WPP and Dentsu Aegis Network (DAN) are concerned, the end of the prolonged pre-merger process between Publicis and Omnicom came a little too soon. "The best thing for us would be if it had carried on forever," WPP chief Sir Martin Sorrell told Campaign Asia-Pacific.
To the surprise of very few given the rumours that have been circulating in recent weeks, Publicis and Omnicom have announced the termination of their proposed merger.
With many agency groups growing by acquisition rather than organically, what is the best way of making sure they succeed?
Omnicom Group, the owner of the BBDO and OMD networks, has said its merger with Publicis Groupe might not take place until the third quarter of this year, as it reported its pre-tax income increased by less than one per cent in Q4.
The European Commission has approved the merger of Publicis Groupe and Omnicom Group, moving the holding companies a further step towards creating the world's largest advertising company.
The biggest deal in ad history will change the industry, for better or worse.
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