The rise of Google and Facebook, as well as the increasing importance of data in advertising, are just two public reasons Publicis and Omnicom are planning to merge into one super agency. The plans generated some social chatter today, with a leaders of the digerati weighing in.
In today's social, real-time digital world, the ad business is in dire need of re-invention. The Publicis/Omnicom merger doesn't do that.— Eric Hippeau (@erichippeau) July 28, 2013
There is no such thing as merger of equals (Publicis/Omnicom) and co-CEOs rarely work out http://t.co/aKZ7tyeuYD— Eric Hippeau (@erichippeau) July 28, 2013
If you believe the Publicis/Omnicom merger is about competing with Google and Facebook, I have a nice bridge to sell you :)— Eric Hippeau (@erichippeau) July 29, 2013
Hippeau expounded on that last point in an email to Adweek: "While the merged company may be No. 1 in terms of market cap, it has a long road ahead before it can credibly claim to be a tech company on par with the Googles and Facebooks of the world."
The true question is can Madison Ave out-data Silicon Valley in ads. Revenue so far says no: Google $50b, Pub+Omni $27b— Chad Mumm (@chadmumm) July 29, 2013
Seriously, though, do you guys remember "user generated content"? And Publicis/Omnicom said they're merging because of Big Data. That's why.— Anil Dash (@anildash) July 29, 2013
Last week, ad tech consolidation. This week, ad agency consolation. Pubs in August?— Eric Franchi (@ericfranchi) July 27, 2013
BIG DEAL. Publicis-Omnicom announcement on the way... http://t.co/rep4v1Vyr9— David Rittenhouse (@media_director) July 28, 2013
And, of course, what's a big news story without a little satire? The announcement was big enough to prompt The Onion to get in on the action.
"The consolidation of Omnicom and Publicis will create a workforce of 135,000 utterly talentless men and women." http://t.co/EYXpDmxaUY— The Onion (@TheOnion) July 29, 2013
Before the deal was official, a parody "Publicis Omnicom" account had cropped up on Twitter. Below is the account's most recent tweet:
There should be no questions about our ability to stay competitive creatively. Our HQ is in the Netherlands, dude.— Publicis Omnicom (@PublicisOmnicom) July 29, 2013