What the Publicis-Omnicom Merger Means to Media Owners

Scale could help mega-agency drive down pricing

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It may be instructive to think of the Publicis-Omnicom merger as a fantastically complex Rube Goldberg device that was triggered by Sunday’s signing ceremony. The convoluted machinations that will be set off by each successive activation (the hopping of regulatory hurdles, the alignment of cultures, the streamlining of clients) will lead to a relatively simple result—a near-exponential increase in the amount of leverage the new entity will bring to bear in its dealings with media owners.

Because a latency period will elapse before the two companies are integrated, the impact of the merger isn’t likely to be felt until mid-2016 at the very earliest.

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