Category: In the News

For the vast majority of the 2020s, Publicis Groupe has sat atop the heap of agency holding companies, but now there is arguably a bigger beast on Madison Avenue, with Omnicom (post its merger with Interpublic Group) able to brag that it’s the biggest in the industry in terms of scale.

With the race for the hegemony of adland in full gear, murmurs are emerging that Publicis may pursue acquisitions to maintain its perceptual lead over its U.S. rival, with separate sources indicating that ad tech or other acquisitions may be on the agenda. 

The French holding company is set to issue its full-year earnings for 2025 on Feb. 3 — its first since the Omnicom/IPG deal received the green light. On the same day, Omnicom will reveal its final 2025 results.

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As U.S. growth slows and macroeconomic headwinds get harder to weather, brands like Procter & Gamble and Diageo are placing larger bets on retail media.

And where the big spenders go, other advertisers are likely to follow, even as it’s unclear whether retail media actually leads to incremental growth.

‘New media reality’

P&G is navigating a fragmented “new media reality,” and is banking on new retail media ambitions and plans to prioritize data and AI to address it, said Shailesh Jejurikar, P&G’s president and CEO, on the company’s latest earnings call. That fragmentation, thanks to emerging platforms and technologies, has made building a consistent brand narrative harder to do across online video, social media, e-commerce sites and in-store, he said.

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