The merger is projected to create the world's largest advertising conglomerate with anticipated revenues exceeding $25 billion, positioning it to surpass competitors like WPP and Publicis Groupe.
Sources note that organic revenue growth has been challenging for industry holding companies, making the scale provided by this merger crucial to enhancing competitiveness in a disruptive market.
With a combined portfolio including major clients like Amazon and Unilever, the new Omnicom entity will offer comprehensive marketing solutions across various industries, reinforcing its market position.
Investments in data-led media activation are pivotal, as both companies aim to fend off competition from tech giants like Alphabet and Meta platforms that have disrupted traditional advertising.
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