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Posts Tagged ‘Publicis Omnicom Group’

What Does the Publicis/Omnicom Merger Mean? (Part 2)

Yesterday we shared some of the many third-party predictions and analyses of the Publicis/Omnicom merger and what it will mean to the future of the advertising and marketing industries. To recap: On the financial front, industry revenue totals will probably stay steady—but the organization of the game will undoubtedly change.

The next question: what role will PR firms and professionals play in this new arrangement?

Richard Edelman believes that PR will act as “part of the supporting cast” in this ongoing soap opera in order to back up the newest and biggest players, Digital and Data. In other words (via The New York Times), it’s all about the mega-agencies chasing Google to reach more targeted users via Big Data number crunching.

Yet, despite this hyper-focus on math nerds, Edelman writes that individual “thought leader” voices within the PR industry will grow even more valuable as they bring crucial “small data” research and insights to the table that no Google analytics study can provide. Jack Marshall of Digiday even argues that the role of Big Data has been overstated because the numbers ultimately belong to clients, not agencies (and that the whole thing is really an accounting issue).

Back to our main query: how dramatic will the change be for PR?

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What Does the Publicis/Omnicom Merger Mean?

We’ve all heard enough about this weekend’s Publicis/Omnicom merger to know that it’s too big for our limited minds to even fathom, much less evaluate.

So many questions followed: will it lead to mass layoffs or protracted battles over antitrust laws? Will it doom boutique agencies that don’t get picked up by major “holding company” conglomerates? Will it change our jobs in profound and permanent ways?

These are all valid, fascinating issues that must be considered—and for now we’ll let other people do the thinking for us, starting with those smartasses at The Onion.

Surprisingly accurate! That headline stings a bit, though we finally understand why they didn’t hire us for the grad school internship we wanted so badly (should’ve learned to code in high school, dammit). On a more serious note, Richard Edelman is skeptical of this supposed sea change, writing:

Bigger does not mean better. My 84-year-old mother’s first reaction yesterday was that this reminds her of AOL’s* merger with Time Warner. “They were all screwed up for years,” she said.

In other words, don’t freak out…at least not yet. But there will be blood.

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Publicis and Omnicom Join to Create Agency Supernova, Inspire Twitter Jokes

This weekend we moved a step closer to The Singularity as the world’s two largest PR/marketing/advertising groups announced plans to join, creating one unstoppable media megalith that will easily pass WPP to become the biggest, most powerful group in the history of big, powerful groups.

Together, Publicis and Omnicom include agencies from Saatchi & Saatchi and Leo Burnett to BBDO and DDB Worldwide.

On Saturday and Sunday the two companies confirmed the move and released statements from co-CEOs Maurice Levy and John Wren, who made a public appearance together; Levy said the merger started as “almost a joke” six months ago. One thing the pair didn’t do was secure the Twitter handles @OmnicomPublicis or @PublicisOmnicom, a fact that allowed a couple of industry wise guys to have a bit of fun in the wake of the announcement:

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