What The Publicis / Omnicom Merger Reveals About The Future Of Marketing
Advertising giants Omnicom and Publicis rocked the industry last week with their announcement of a planned merger. The alliance will create the world’s largest advertising company with $23 billion in revenue, toppling current market leader WPP plc.
Much of the conversation about the surprise megamerger surrounds its possible impact on the advertising industry, their clients and campaign creativity. But, if you want to know what’s on the horizon in marketing, look no further than this merger.
Here are five marketing trends that the deal highlights:
- Digital advertising will reign
During a live Q&A teleconference, both Publicis CEO Maurice Levy and Omnicom CEO John Wren repeatedly mentioned the growing influence of digital media in marketing.
“We will be in a position to better partner with them,” Levy said when talking about digital media giants such as Google and Amazon. Wren added, “Anything worth having three years from now is going to be digital because the whole marketplace is moving that way, even billboards these days.”
It’s not surprising that both CEOs mentioned digital. While ad agencies traditionally have been about TV, radio,and print, stats show that digital is growing very quickly.
At $66.35 billion, TV ad spending this year is still ahead of digital, but it is growing at a slower pace. Online technologies will continue to disrupt industries, and signs point to digital ad spending eventually taking over TV.
Read the full blog post from Executive Vice President of Television & Film, Aaron Paquette on the GreenBook Blog.