Authorities approve creation of new leading player in advertising services

The EC has become the last jurisdiction to approve Omnicom’s $9 billion acquisition of Interpublic, in a deal creating the world’s largest portfolio of advertising agencies. The market is in a period of profound change as AI affects creative campaigns and the increased role of digital advertising (including digitisation of traditional media types such as TV and print), meaning that markets are now very different to the last time the EC looked at the sector.

RBB Economics worked for Omnicom in the EC and 16 other jurisdictions around the world, including the UK, Australia, Brazil, Canada, China, Mexico, and Turkey, all of which granted unconditional clearance. A team led by Miguel de la ManoMiguel de la ManoPartner, Ethel FonsecaEthel FonsecaPartner, and Paul ReevePaul ReevePartner, and supported by Alina GruschkaAlina GruschkaAssociate Principal, Hendrik MederHendrik MederAssociate Principal, Ioannis PappousIoannis PappousSenior Associate, Meltem BayramliMeltem BayramliSenior Associate, and many more, worked with Latham & Watkins to analyse bidding data, customer movements and buyer vs vendor power issues (in particular, that media vendor concentration would prevent procurement issues).