Publicis Groupe CEO Arthur Sadoun says Omnicom-IPG deal is 'real opportunity'

Publicis Groupe's chief executive Arthur Sadoun has welcomed the announced Omnicom-IPG deal, saying it offers an opportunity for Publicis.

In an internal video to staff, Sadoun said such an acquisition will “require every leader to be focused internally on integration if they want to be successful."

He said “our transformation is behind us”, referring to investment in data and technology over the past decade equal to “roughly what Omnicom will pay for IPG in one go."

“So now we can be laser focused on our clients and their needs for tomorrow, today and for tomorrow,” he told staff.

The video follows the Publicis Wishes film, made ahead of the merger announcement, which featured Snoop Dogg and celebrated the holding company’s expectation of becoming the largest holding company by revenue by the end of the year.

In the latest film, Sadoun saya: “I hope you are enjoying being the top dog, but don't get used to it, because it may not last past 2025.

“As you know, Omnicom has decided to go shopping and have plans to buy IPG. I know you have a lot of questions about this deal, so I wanted to share with you some of my thoughts overall. 

“I think this is positive for the industry at large. It is a real opportunity for us, and if it does go through, it's going to be a lot of fun.”

Sadoun said the ad industry was “clearly being challenged by the financial markets”, and his thoughts were based on the experience of POG—the attempt a decade ago to merge Publicis and Omnicom into Publicis Omnicom Group.

“We know from the experience of POG...that an acquisition of this size will require every leader to be focused internally on integration if they want to be successful,” he said.

“On our side, our transformation is behind us. We have invested in data and technology in the last decade roughly what Omnicom will pay for IPG in one go, our capabilities are fully integrated with the 'power of one'. Our model has been outperforming for the last five years. So, now we can be laser focused on our clients and their needs for tomorrow, today and for tomorrow. 

“If this deal goes through, we are definitely going to have a lot of fun in the next two years. Omnicom and IPG will consolidate more of the same to become the largest holding company—the top dog. We, on the other hand, will continue to create a category of one by further expanding, differentiating and innovating to uniquely partner with our clients in their transformation.”