MUMBAI: The headline in the Wall Street Journal was loud and clear just as the west was waking up and we in the east were getting into bed - two large marketing solutions providers - Omnicom group and Interpublic group - were nearing a merger as their talks were at an advanced stage. The Omnicom group which is valued at about $20 billion would cough up about $13-14 billion to swallow IPG in an all stock deal.
Both groups had not commented on the news, but it sent shivers down many a senior media observer’s spine. For memories of the merger frenzy that overtook the ad world in yester-years was still sharp in their minds.
Excepting this time, advertising and media agencies are being upended and transforming themselves in response to gut-wrenching technological changes brought about due to the internet and tech giants which are transforming how consumers are shopping, watching movies and series, ordering daily necessities and what have you. Direct to consumer digitally – that’s the mantra that’s reshaping the world of products and brands.
Back to the merger, the proposed coming together would create the world’s largest marketing and advertising solutions company with net revenues of $20 billion, way ahead of WPP which reported $15.1 billion in revenue.
Growth in the world of advertising and towards traditional media has slowed down – in some cases it has de-grown - and it is increasingly being gnawed away by spends on digital by Google, Amazon and Meta where the consumers are.
Omnicom group’s latest revenues have grown just 6.5 per cent in Q3 2024 to $3.9 billion, while IPG’s growth graph was horizontal with revenues of $2.24 billion.
Almost every ad agency worth its salt has been chasing start-ups or firms with some gee-whiz tech solutions which would help them respond to the requirement brought about by digital acceleration and brand custodians’ demand for data driven marketing solutions.
Ditto with both Omnicom group and the Interpublic group - which have been making announcements regarding investments in technology and digital transformation. The Interpublic group recently pocketed Mumbai-based retail analytics company Intelligence Node for nearly $100 million, while it also announced the launch of its marketing intelligence engine – incorporating generative AI – Interact. Omnicom, on its part, has also been seen fishing for tech buys and recently caught Flywheel Digital.
An Omnicom-IPG wedding would give scale to the two, plus it would help them consolidate their strengths in technology – whether data or analytics or artificial intelligence – in financial resources as they seek to remain relevant in an increasingly digital world.
The year has seen seismic account shifts with Amazon dividing its advertising business between agencies Omnicom, IPG, WPP. ebay moved from Group M’s Essence Mediacom to Dentsu’s iProspect. Hershey dropped a cluster of agencies like Omnicom, Horizon, Dentsu and awarded its account to Publicis. Kellanova (earlier Kellogg’s) too went in for agency reviews. As did General Mills. These shifts and re-looks too were on account of evolving marketing strategies driven by digital transformation, data-driven insights, and the demand for creative excellence in a competitive global landscape.
If the fusion of the two does come about, it could lead to another wave of mergers, acquisitions, consolidation, layoffs in a global economy which is already facing challenging times. Also, one will have to watch how other agency groups like Publicis and WPP react. Will they also throw their hat into the ring? Will they give counter offers? Interesting times ahead. Painful for some possibly! (updated 9 December 2024, 7 am)
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