Dominic Proctor, global president of GroupM, WPP's media investment unit, has called the Omnicom and Publicis merger "an interesting move" as it overtakes WPP to become the largest ad network in the world, but is sceptical on assuming size will equate to success in media investment for clients.
“This is an interesting move. They are making it clear that a primary motive for the merger is achieving scale in media buying," said Proctor.
"However, neither Omnicom nor Publicis was able to bring their investment teams together effectively as individual companies, so it will be fun to see if they can now do it together," he continued. "Getting scale in media investment management is critical for clients, but it only works if it all joins up. We welcome a competitor in this space. Media investment management relies heavily on scale, but scale counts for nothing if it continues to be disparate.”
Proctor's comments come following his boss Sir Martin Sorrell's statement on the merger. He similarly described it as a " bold, brave and surprising move," adding that "time will tell if the cultures will click and whether clients and talent benefit."