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« Divorce à l’amiable » : la fusion Publicis Omnicom ne se fera pas

« Divorce à l’amiable » : la fusion Publicis Omnicom ne se fera pas | POG Publicis Omnicom Group | Scoop.it

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Publicis et Omnicom renoncent finalement à se marier

Publicis et Omnicom renoncent finalement à se marier | POG Publicis Omnicom Group | Scoop.it
Après des mois de négociations, les deux groupes ne se sont pas mis d'accord sur la répartition des pouvoirs au sein de la holding commune. Ils préfèrent continuer leur chemin séparément

 

Après des mois de négociations, les deux groupes ne se sont pas mis d'accord sur la répartition des pouvoirs au sein de la holding commune. Ils préfèrent continuer leur chemin séparément

 

Après 10 mois de fiançailles, les deux géants de la publicité,Publicis et Omnicom, ont finalement renoncé à se marier. Dans un communiqué, ils ont annoncé conjointement «mettre un terme à leur projet de fusion entre égaux par un accord mutuel compte tenu des difficultés à réaliser cette opération dans des délais raisonnables. Les deux entreprises se sont mutuellement dégagées de toute responsabilité et aucune indemnité ne sera versée de part et d'autre. Cette décision a été unanimement approuvée par le Directoire et le Conseil de Surveillance de Publicis Groupe et par le Board of Directors d'Omnicom Group.»

 

De fait, tout le monde avait compris que le projet de fusion battait de l'aile depuis les déclarations de John Wren, le PDG d'Omnicom à l'occasion de la présentation des résultats annuels du groupe, le 21 avril dernier. Il avait évoqué publiquement ce jour là, que la fusion rencontrait des difficultés imprévues du fait notamment du refus des autorités fiscales néerlandaises d'implanter aux Pays-Bas, la holding qui devait coiffer le futur ensemble.

La répartition des postes clés

Mais ces problèmes fiscaux masquaient en réalité une divergence plus profonde. La véritable question était de savoir qui allait racheter l'autre. Même si, le 28 juillet dernier, Maurice Levy et John Wren avaient annoncé une fusion «entre égaux», il fallait bien que juridiquement l'un des deux groupes absorbe l'autre. Maurice Lévy plaidait pour que ce soit Publicis qui devait avoir près de 51 % du capital du nouvel ensemble. John Wren plaidait, au contraire pour que ce soit l'américain Omnicom, plus gros que son concurrent français, qui prenne l'ascendant.

 

Pire, les deux groupes se sont déchirés sur la répartition des postes clés au sein du futur organigramme. Omnicom voulait imposer ses hommes aux commandes de la future holding POG (Publicis Omnicom Group) et avoir notamment la haute main sur la finance. De son côté, Maurice Lévy a posé comme condition que son directeur financier, Jean-Michel Etienne (un fidèle parmi les fidèles), devienne le directeur financier du nouvel ensemble. Selon plusieurs sourcen, le français serait plus expérimenté que son homologue d'Omnicom, Randall Weisenburger, dans les montages financiers complexes, dont Publicis est le champion en raison du très grand nombre d'acquisitions réalisées depuis 10 ans.

Maurice Lévy a défendu les intérêts de Publicis. Les deux groupes ne pouvant trouver d'accord sur la répartition des pouvoirs, ils ont décidé d'arrêter le processus de fusion.

 

Ce matin dans un communiqué, Maurice Lévy, Président du Directoire de Publicis Groupe et John Wren, Chief Executive Officer d'Omnicom Group ont commenté: «Les difficultés encore à surmonter ajoutées à la lenteur du processus ont créé un niveau d'incertitudepréjudiciable aux intérêts des deux groupes, de leurs salariés, de leurs clients et de leursactionnaires. Nous avons donc décidé ensemble de reprendre notre route de manière indépendante. Nous resterons bien sûr des concurrents tout en conservant l'un pour l'autre un très grand respect.»

En fait, même mariés, les différentes agences des deux groupes (Publicis, Saatchi & Saatchi et Leo Burnett d'une côté, TBWA, BBDO et DDB de l'autre) auraient continué à êtres autonomes et concurrentes. Le projet de mariage ne prévoyait que la création d'une holding commune qui aurait permis de réaliser quelques synergies. Dans ces conditions, il n'était guère opportun pour l'un ou l'autre des deux groupes de perdre son identité alors même que la concurrence interne était toujours de mise.

 

Cette opération de fusion annoncée au cœur de l'été 2013, était un coup de poker pour Maurice Lévy qui pensait régler d'un seul coup le problème de l'avenir de Publicis et celui de sa succession. La fin du mariage remet donc la question de sa succession au centre des préoccupations


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L'UE valide la fusion Publicis-Omnicom

L'UE valide la fusion Publicis-Omnicom | POG Publicis Omnicom Group | Scoop.it
La Commission européenne a donné son accord au projet des géants français et américain de la publicité.

Via Hubert MESSMER @Zehub on Twitter
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Martin Sorrell : « Les fusions entre égaux à la Omnicom-Publicis ne marchent pas »

Martin Sorrell : « Les fusions entre égaux à la Omnicom-Publicis ne marchent pas » | POG Publicis Omnicom Group | Scoop.it

Quelques jours après l'annonce du projet de rapprochement entre égaux que viennent d'annoncer ses deux principaux rivaux, Omnicom et Publicis, le numéro un mondial du secteur, WPP, revient sur l'opération


Via Rémi Brossard
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Publicis Omnicom Merger May Not Close Until Q2

Publicis Omnicom Merger May Not Close Until Q2 | POG Publicis Omnicom Group | Scoop.it
The completion of the Publicis Omnicom merger may be pushed back into the second quarter of next year, a delay from the first-quarter close originally planned when the transaction was announced in July.

Via Thomas Faltin
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ET SI PUBLICIS-OMNICOM DEVENAIT LE GROUPE LE PLUS COOPÉTITIF DU MONDE ?

ET SI PUBLICIS-OMNICOM DEVENAIT LE GROUPE LE PLUS COOPÉTITIF DU MONDE  ? | POG Publicis Omnicom Group | Scoop.it
Le secret du rapprochement entre Omnicom (deuxième groupe mondial de communication regroupant, entre autres, les réseaux TBWA, DDB et BBDO) et Publicis (trois ("TBWA\Paris restera plus que jamais le concurrent direct de Publicis Conseil"

Via Marina Bellouin Volant Mbv-com
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Publicis + Omnicom, une fusion pour contrer Google - Rue89

Publicis + Omnicom, une fusion pour contrer Google - Rue89 | POG Publicis Omnicom Group | Scoop.it
Sous le nom de code "Color", l'opération a été menée durant six mois par "monsieur Purple" (surnom de Maurice Lévy pendant les négociations) et "mister Orange" (John Wren).

Via Séverine Godet
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Séverine Godet's curator insight, July 29, 2013 8:57 AM

#Publicis + #Omnicom "C’est de la pub ou du data ?"  Maurice Lévy estime que la fusion était nécessaire pour contrer les géants du Net :

« Le paysage du marketing et de la communication a subi d’importants changements récemment. De nouveaux géants des médias ont notamment connu un développement exponentiel, le “big data” a explosé, rendant plus flous les rôles de tous les intervenants. »

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Publicis et Omnicom fusionnent pour devenir n°1 de la publicité

Publicis et Omnicom fusionnent pour devenir n°1 de la publicité | POG Publicis Omnicom Group | Scoop.it
Le groupe français Publicis, numéro trois mondial, et son rival américain Omnicom, actuel numéro deux, vont fusionner pour former un nouveau leader du secteur, baptisé Publicis Omnicom Group.
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Gideon Spanier: Vive la différence? Doubts grow over advertising mega-merger

Gideon Spanier: Vive la différence? Doubts grow over advertising mega-merger | POG Publicis Omnicom Group | Scoop.it
It will be the biggest merger in the history of advertising but already there are doubts about whether the £23 billion tie-up between America’s Omnicom and France’s Publicis can work.

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Publicis, Omnicom Agree to Merge

Publicis, Omnicom Agree to Merge | POG Publicis Omnicom Group | Scoop.it
Omnicom and Publicis, the world's second- and third-biggest advertising companies, have agreed to merge, people familiar with the situation said.

Via Joseph Olewitz
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Joseph Olewitz's curator insight, July 27, 2013 6:10 PM

Coke v Pepsi? Similar conflicts will certainly abound and generate new business pitches galore: Can VERY big ever be TOO big?

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Fusion Publicis-Omnicom, séquelle d'un passé révolu.

Fusion Publicis-Omnicom, séquelle d'un passé révolu. | POG Publicis Omnicom Group | Scoop.it

Réaction face à la fusion Publicis-Omnicom: la fin d'un modèle (Une excellente analyse.


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Fusion dans la pub : "Les Américains mettent la main sur la direction de Publicis" - France Info

Fusion dans la pub : "Les Américains mettent la main sur la direction de Publicis" - France Info | POG Publicis Omnicom Group | Scoop.it
Les deux agences de publicité, la Française Publicis et l'Américaine Omnicom, fusionnent pour donner naissance au numéro 1 mondial de la communication. Quel est l'intérêt de cette opération ? A qui profite-t-elle ?

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Advertising and media industries react to Publicis Omnicom merger

Advertising and media industries react to Publicis Omnicom merger | POG Publicis Omnicom Group | Scoop.it
Sir Martin Sorrell, David Jones and Adam Crozier join voices across the media and advertising industry with reaction to this week's merger between ad giants Omnicom and Publicis.

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Ad firms call off $35bn merger deal

Ad firms call off $35bn merger deal | POG Publicis Omnicom Group | Scoop.it
Publicis and Omnicom, two of the world's biggest ad firms, scrap plans to create the world's biggest advertising company.

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L’échec Publicis-Omnicom : naïveté ou amateurisme ?

L’échec Publicis-Omnicom : naïveté ou amateurisme ?


Via Nadia Bahhar-Alves
Djaz's insight:

Analyse  du Monde

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The Power Players in the Publicis-Omnicom Merger

The Power Players in the Publicis-Omnicom Merger | POG Publicis Omnicom Group | Scoop.it
The completion of the Publicis Groupe-Omnicom merger will likely be pushed back to the second quarter, pending regulatory approvals.

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WPP's Sorrell Says Publicis-Omnicom Group Doesn't Stand A Chance Against Facebook

WPP's Sorrell Says Publicis-Omnicom Group Doesn't Stand A Chance Against Facebook | POG Publicis Omnicom Group | Scoop.it
The head of WPP, the world's largest advertising holding company, said major players in online data management like Nielsen, Facebook, and Google are now the company's main competitors, standing alongside its traditional advertising rivals.

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Omnicom and Publicis merger creates communications giant

Omnicom and Publicis merger creates communications giant | POG Publicis Omnicom Group | Scoop.it

French and US multinational will be worth nearly $23bn in revenues, beating previous sector leader WPP's $10.4bn A landmark merger between France's Publicis and America's Omnicom has created the world's biggest marketing and advertising powerhouse,...


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hugues-antoine martin's curator insight, October 22, 2013 8:19 AM

an opportunity to expatriate the headquarter of the newly created entity. Netherlands seems to be a better choice than France in those troubled days under high tax pressure.

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Publicis et Omnicom créent le nouveau leader mondial de la publicité

Publicis et Omnicom créent le nouveau leader mondial de la publicité | POG Publicis Omnicom Group | Scoop.it
Les numéros deux et trois de la publicité mondiale ont annoncé hier leur projet de fusion. Maurice Lévy et son...
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La fusion entre Publicis et Omnicom créera le leader mondial de la publicité

La fusion entre Publicis et Omnicom créera le leader mondial de la publicité | POG Publicis Omnicom Group | Scoop.it
Le groupe issu de l'union du français et de l'américain serait valorisé 30 milliards d'euros en Bourse.

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Two Ad Giants Chasing Google in Merger Deal

Two Ad Giants Chasing Google in Merger Deal | POG Publicis Omnicom Group | Scoop.it
The merger of Omnicom and Publicis signals that advertising is now firmly in the business of collecting and selling the personal information of millions of consumers.

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Publicis s'unit avec Omnicom et devient le leader mondial de la publicité

Publicis s'unit avec Omnicom et devient le leader mondial de la publicité | POG Publicis Omnicom Group | Scoop.it
Le groupe français et l'américain annoncent officiellement leur fusion. Une opération qui donne naissance au nouveau leader mondial de la publicité, Publicis Omnium Group, devant le britannique WPP.

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Publicis-Omnicom : qui achète qui ? - Le Point

Publicis-Omnicom : qui achète qui ? - Le Point | POG Publicis Omnicom Group | Scoop.it
Le Point
Publicis-Omnicom : qui achète qui ?
Le Point
Publicis a également investi dans l'ad exchange mobile, la place de marché RTB mobile, MoPub, qui permet l'achat et la vente d'encarts publicitaires en ligne en temps réel.

Via pascal leclerc
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COMSULTING's curator insight, August 2, 2013 3:17 AM

Publicis aurait conclu cette transaction surtout dans un objectif de taille

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Omnipotent, or omnishambles? The future of advertising agencies

Omnipotent, or omnishambles? The future of advertising agencies | POG Publicis Omnicom Group | Scoop.it

CROSS-COUNTRY deals in the advertising industry can be painful affairs. Look what happened to Guy MacKendrick, the young executive sent by his London-based agency to oversee its acquisition of a New York rival, in “Mad Men” (yes, it is now compulsory to refer to the hit television series in all articles about the ad business). The staff throw a party to celebrate the takeover, and a drunken secretary drives a lawnmower through the office, shredding Mr MacKendrick’s foot.

 

On July 28th, however, there were no bizarre gardening accidents as executives of two real-life advertising firms toasted their merger with champagne in Paris. Maurice Lévy, the boss of the French Publicis Group, and John Wren, the head of its American competitor Omnicom, toasted the birth of Publicis Omnicom, which will overtake British-based WPP as the world’s largest advertising and marketing agency, with combined 2012 revenues of $23 billion and a market value of $35 billion.

 

 

 

To placate French fears of foreign domination of one of the country’s most prominent companies, for the time being the combined firm will keep headquarters in both Paris and New York and be listed on exchanges in both cities. Mr Wren and Mr Lévy will serve as joint chief executives for two-and-a-half years, after which Mr Lévy will become non-executive chairman and Mr Wren will continue alone as boss.

 

This is no love affair, but there are reasons for mutual attraction. Publicis has more exposure to emerging markets and digital advertising (on websites, mobile devices and the like), the main sources of growth for tomorrow’s admen. In return Omnicom provides Publicis with scale—it is the bigger of the two—and a solution to its succession problem. Mr Lévy, who is 71, has been trying to find a replacement for years. He proposed the merger when he met Mr Wren at a party in New York.

There are risks, of course. Some advertisers who are great rivals—such as Coke and Pepsi, or AT&T and Verizon—will find their accounts being handled by subsidiaries of the same group, and may need persuading not to take their business elsewhere. There may be transatlantic cultural clashes between the “berets” and “bow-ties” at executive level; and creative people lower down may also balk at working for such a vast conglomerate.

 

However, scale also promises to bring big benefits. Messrs Lévy and Wren predict the merger will help them cut around $500m a year in costs, and some analysts think it could be even more. And by combining the two firms’ “media buying” divisions, which purchase advertising space in bulk, Publicis Omnicom may be able to negotiate better rates for their clients. Overall, the combined group will be responsible for about 20% of advertising spending worldwide, and up to 40% of ad slots at some publishers and television networks, reckons Brian Wieser of Pivotal Research Group, which studies the industry.

 

 

Perhaps the greatest rationale for the merger is the inexorable rise of digital advertising. Last year online ads were worth $88 billion, or 18.3% of global advertising spending, up dramatically from 2006 (see chart). Advertisers like them because they can be aimed more precisely at a target audience (with a particular demographic profile and browsing history) than, say, television or radio ads. They also get a better idea of whether anyone is actually looking at the ads they are paying for.

 

 

 

Internet killed the agency star

 

Advertising agencies used to be indispensable when it came to advising clients where best to place ads. They miss those days even more than they miss those three-martini lunches. Now, a host of technology firms, like Adobe, Salesforce and IBM, offer analytical services and software to help advertisers achieve the best bang for each buck.

 

Big internet firms like Google and Facebook can provide a wealth of data about their vast audiences: this is encouraging many advertisers to deal with them directly to book slots, rather than going through a traditional ad agency’s media-buying division. Google alone now controls around a third of all online advertising spending, according to eMarketer, a research firm. A few advertisers are doing without ad agencies altogether, creating their own campaigns and slogans.

 

Online advertising is getting speedier and smarter. Many online ads are now bought and sold automatically with “real-time bidding”. In days of old, ad executives would ring round various publishers to find good rates, and then consult the client before placing the ads. Now, advertisers can specify which sort of audience they want to reach and how much they want to pay, and use ad “exchanges” to buy space on websites that fit their requirements, all in a fraction of a second. Michael Rubenstein, the president of AppNexus, one such exchange, say this has improved ad-buying in the same way that eBay was a big improvement on garage sales. It brings price transparency, efficiency and precision to a notoriously fuzzy industry.

 

All these developments make the future role of the advertising agency a lot murkier. Omnicom and Publicis are trying to take part in this technological revolution, operating “trading desks” that buy display ads for their clients on the new exchanges. But some big advertisers, such as Procter & Gamble, a consumer-goods maker, now operate their own trading desks. Media websites are increasingly, as Google does, selling their slots directly to advertising clients. Ultimately, predicts the head of advertising at a big American news firm that already sells a lot of its space through real-time bidding, “We are not going to need the agencies.”

 

So far real-time bidding is still a small part of the online-advertising business—around 19% of online display ads in America are now bought and sold in this way. But it is growing quickly and may account for 29% of them by 2017. And it is only a matter of time before digital radio, outdoor and television commercials start to be sold this way too. Paper posters on billboards, bus shelters and elsewhere are rapidly being replaced by electronic screens which can be updated instantly, and thus sold via real-time bidding.

 

To stay relevant, the agencies will need to transform themselves into “advertising platforms”, says Michael J. Wolf of Activate, a consultancy: this means providing clever technology to their clients to automate the buying process. The problem is that tech companies may prove much better at providing this. But at least, by getting bigger, the merged Publicis Omnicom will improve its chances of success: “You need a big base to make the most of the technology investment,” says Paul Zwillenberg of the Boston Consulting Group.

 

Being the world’s largest agency group could also, in theory, help Publicis Omnicom persuade clients that it could negotiate better rates for ads with Google and Facebook than they could negotiate for themselves. In practice, though, some of the biggest and most profitable ad clients may feel that they are strong enough to fend for themselves.

 

Math Men

 

The talent for creating memorable and persuasive ad campaigns will always be in demand, and not all advertisers will be capable of doing it for themselves. So the agency business will not die out. But, as Wall Street traders found when their trading floors were automated, the move towards buying ads on exchanges will mean that their margins are squeezed and life gets a lot tougher.


Via InsideDigital.org
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The Publicis Omnicom Data Myth - Digiday

The Publicis Omnicom Data Myth - Digiday | POG Publicis Omnicom Group | Scoop.it
Publicis and Omnicom executives cite data as a reason for the mega-merger, but is that just a red herring meant to throw off anti-trust regulators?

Via HG Communications
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