Publicis Groupe SA and Omnicom Group are a pair of major marketing companies that are on the brink of merging, a move that will form the largest advertising company on the planet. Naturally, this effects the automotive world, as the two companies count a number of ad houses that service the industry under their respective umbrellas, including BBDO Worldwide, Goodby Silverstein and Partners and Saatchi & Saatchi.

According to a report on Automotive News, the pending merger will bring a number of brands' advertising efforts under one very large roof, and could lead to a shakeup in how auto marketing functions. With Chevrolet, Cadillac, Toyota, Lexus, Nissan and Mercedes-Benz all run by the same group of agencies, the potential for conflicts of interest is obvious.

What this means in the short term isn't entirely clear. As AN states, one agency managing multiple auto clients isn't unheard of. It's merely the scale of the Publicis/Omnicom merger that has people concerned. In the long term, the joining could lead to some realignment, although Ian Beavis, executive vice president of the Nielsen Company's global automotive group, told AN, "I wouldn't expect any wholesale changes," as any movement is, "going to take a while."

Still, the deal hasn't received approval from regulators. According to Automotive News, if the deal is given the go-ahead, the agency would have a combined revenue of $22.7 billion in 2012.


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    • 1 Second Ago
  • 5 Comments
      gary
      • 2 Years Ago
      I suspect this proposed merger will never see the light of day for anti-trust reasons.
      Pete K
      • 2 Years Ago
      You guys need to try harder... Chevrolet isn't handled by Goodby, Silverstein & Partners which is under the Omnicom group. That ended back in March. It's now handled by McCann which is under the Interpublic Group. For sake of reference Volkswagen is handled by Deustch Inc. in Los Angeles, which is also under Interpublic Group. See what I'm getting at? You're really messing this story up. Lastly, it is ABSOLUTELY unheard of for one agency to handle multiple competing accounts, but the parent company of agencies...well that is clearly nothing new.
      Swagger
      • 2 Years Ago
      Since we are on the subject of advertising, I started thinking about the more memorable automotive slogans - at least for me: *The only way to travel is Cadillac Style. *We build Excitement. Pontiac. *Lexus. The relentless pursuit of perfection. *Have you driven a Ford, lately? *Chevrolet. An American revolution. *Hummer. Like nothing else. *Saturn. A different kind of car company. *GMC. Professional grade. *Chrysler. Lead. follow or get out of the way.
      Sanchez
      • 2 Years Ago
      TBWA/Chiat/Day is part of Omnicom and has Nissan and Infiniti.