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He proposed the merger when he met Mr Wren at a party in New York.
In return Omnicom provides Publicis with scaleit is the bigger of the twoand a solution to its succession problem.
But at least, by getting bigger, the merged Publicis Omnicom will improve its chances of success: You need a big base to make the most of the technology investment, says Paul Zwillenberg of the Boston Consulting Group.Big internet firms like Google and Facebook can provide a wealth of data about their vast audiences: this is encouraging many advertisers to deal with them directly to book slots, rather than going through a traditional ad agencys media-buying division.It is easy to get medals with these men, but do not abuse them as they can die.Estes dados são apenas para fins de confirmação e não serão guardados nos nossos servidores.Mr Wren and Mr Lévy will serve as joint chief executives for two-and-a-half years, after which Mr Lévy will become non-executive chairman and Mr Wren will continue alone as boss.Assuming the deal is allowed, it is likely to intensify the ad industrys consolidation.All these developments make the future role of the advertising agency a lot murkier.However, scale also promises to bring big benefits.So the agency business will not die out.Publicis has more exposure to emerging markets and digital advertising (on websites, mobile devices and the like the main sources of growth for tomorrows admen.Messrs Lévy and Wren predict the merger will help them cut around 500m a year in costs, and some analysts think it could be even more.
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Some advertisers who are great rivalssuch as Coke and Pepsi, or AT T and Verizonwill find their accounts being handled by subsidiaries of the same group, and may need persuading not to take their business elsewhere.
Michael Rubenstein, the president of AppNexus, one such exchange, say this has improved ad-buying in the same way that eBay was a big improvement on garage sales.
Look what happened to Guy MacKendrick, the young executive sent by his London-based agency to oversee its acquisition of a New York rival, in Mad Men (yes, it is now compulsory to refer to the hit television series in all articles about the ad business).
Cross-country deals in the advertising industry can be painful affairs.
Now, a host of technology firms, like Adobe, Salesforce and IBM, offer analytical services and software to help advertisers achieve the best bang for each buck.So far real-time bidding is still a small part of the online-advertising businessaround 19 of online display ads in America are now bought and sold in this way.Publicis and Omnicom are betting that sheer size is their best chance of surviving in this harsh new climate.But to complete the mergerwhich they hope to do by early next yearthey will need approval from antitrust authorities in more than 40 countries.Heroes of Might Magic.There may be transatlantic cultural clashes between the berets and bow-ties at executive level; and creative people lower down may also balk at working for such a vast conglomerate.Last year online ads were worth 88 billion,.3 of global advertising spending, up dramatically from 2006 (see chart).And it is only a matter of time before digital radio, outdoor and television commercials start to be sold this way too.When selecting a unit as a major in battle or operation, go to "Command" then select "Elite" to find them.Mr Lévy, who is 71, has been trying to find a replacement for years.Now, advertisers can specify which sort of audience they want to reach and how much casino a dijon they want to pay, and use ad exchanges to buy space on websites that fit their requirements, all in a fraction of a second.But it is growing quickly and may account for 29 of them by 2017.Google alone now controls around a third of all online advertising spending, according to eMarketer, a research firm.Recovery: If they are stunned unconscious they recover in seconds.
But, as Wall Street traders found when their trading floors were automated, the move towards buying ads on exchanges will mean that their margins are squeezed and life gets a lot tougher.
Internet killed the agency star, advertising agencies used to be indispensable when it came to advising clients where best to place ads.