Publicis-Omnicom deal fiasco implies significant fragmentation of Hispanic Media Buying Power

Publicis OmnicomAlmost a year ago, Publicis Group and Omnicom agreed to merge and the combined global Advertising Holding was to be called Publicis Omnicom Groupe. Well on Thursday both companies issued a joint statement calling off the merger.  According to the release the cultural differences of the two advertising giants were essentially too great, and didn’t bode well for running what would be one very large multinational company. The merger would have put together an entity which would have had  more than 60% of Hispanic Media Buying power as both Publicis and Omnicom manage some of the largest Hispanic media buying and planning accounts (see Tables below). Now that media planning and buying power is going to be much more fragmented, because, as Forbes points out, "Big is not a strategy".

Publicis combined agencies have  by far the largest media buying power in the Hispanic market. The merger would have added  Omnicom's media agencies OMD Multicultural and Bromley to the new group. Calculated by client billings, the new combined Publicis-Omnicom entity would have had  61.1% media buying power among the top 16 Hispanic media buying agencies.

Going Separate Ways

(Omnicom and Publicis Agencies among Top 16 Hispanic Media Buying Agencies)

Agency

Group

Key Clients

2012 Revenues (in US$ million)

Tapestry

Publicis

Gilette, Novartis, Procter & Gamble, Burger King,  Red Lobster

20.5

MV/42

Publicis

P&G, Post Foods, CoverGirl, Olay, Kraft, Continental, Wrigley

18.5

Conill

Publicis

 T-Mobile, Toyota

7.6

ZO  Multicultural

Publicis

Sonic, Verizon Wireless, Pizza Hut , Denny’s, General.Mills

8

Bromley Comm.

Publicis (49%)

Coors, Western Union, Telefonica, NBA

4.1

Total Billings Publicis

58.7

Latinworks, nTrigue

Omnicom (49%)

Domino's Pizza, Kimberly-Clark, Lowe’´s

4.2

OMD Multicultural

Omnicom

 State Farm,McDonald's, HR&Block

8.6

Total Billings Omnicom

12.8

Combined Billings

71.5

Share of Top 16 Hispanic Media Agencies

61%

Source: AdAge estimates and Portada Interactive Directory of Media Buyers

 

Creative Services, what the failed merger would have meant

In terms of creative agency services, Omnicom agencies do have higher billings than Publicis agencies in the Hispanic market. Combined billings of both groups would have amounted to US $134.1 millon.

Omnicom and Publicis Agencies among Top 50 Hispanic Advertising Agencies

Agency

Group

2012 Revenues (in US$ million)

Conill

Publicis

26.6

Lapiz USA

Publicis

12.6

Bromley Communications

Publicis

10.5

Moxie

Publicis

6.2

Total Publicis Agencies

 

55.9

Latinworks

Omnicom

29.7

Alma

Omnicom

19.3

Dieste

Omnicom

18.7

Velocidad

Omnicom

10.5

Total Omnicom Agencies

 

78.2

Source: AdAge estimates and Portada

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Editorial Staff

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