29 July 2013 - 11:17am | posted by | 0 comments

"Scale counts for nothing if it continues to be disparate": GroupM president Dominic Proctor on Publicis Omnicom merger

"Scale counts for nothing if it continues to be disparate": GroupM president Dominic Proctor on Publicis Omnicom merger"Scale counts for nothing if it continues to be disparate": GroupM

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."

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Viviscal

27/03/2015
Our Challenge Lifes2Good is an expanding nutraceutical...

McGraw-Hill Education

27/03/2015
McGraw-Hill Education, the learning science company...

Sony Pictures

26/03/2015
Papa John's teamed up with Sony Pictures for the release of...

Case Study | Bladonmore

24/03/2015
David Ladds, Director of Bladonmore, share his insights in...

Jessica Tappin is pure gold for our client Freya Active

24/03/2015
To launch the Freya Active AW15 collection we created the ‘...