Publicis Group and Omnicom agreed to merge and the combined global Advertising Holding is expected to be called Publicis Omnicom Groupe. The merger has important implications for the Hispanic advertising and marketing sector. Publicis Omnicom Groupe will have 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 Table below).
Already before the merger Publicis combined agencies had by far the largest media buying power in the Hispanic market. The merger announced yesterday adds Omnicom’s media agencies OMD Multicultural and Bromley to the new group. Calculated by client billings, the new combined Publicis-Omnicom entity will have a 61.1% media buying power among the top 16 Hispanic media buying agencies.
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 | 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
In terms of creative agency services, Omnicom agencies do have higher billings than Publicis agencies in the Hispanic market. Combined billings of both groups amount 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