Omnicom and Interpublic are in talks to merge in a deal worth more than $30bn that would create the world’s largest advertising agency and reshape the global marketing industry. The combined US group would probably overtake France’s Publicis and WPP in the UK, who have been vying for the top spot for the biggest holding company in the industry based on net revenues. The all-stock deal is structured as a takeover of Interpublic by its larger rival Omnicom. Interpublic was worth $10.
Omnicom and Interpublic were not immediately available for comment. The deal is expected to attract considerable regulatory scrutiny given the overlap in media and creative agencies, one person said. It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads.
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