"IPG Boosts Omnicom's Retail Media Presence, Awakening Competition with Publicis"
Tackling the Retail Media Race 🏎️
Omnicom's IPG Merger puts them in a strong position to contest against Publicis in the retail media landscape. But, it's 'All Hands on Deck' for Omnicom as they steer towards becoming a formidable competitor.
The Retail Media Gold Rush is a shining beacon for advertising holding companies. Each one is hustling to develop and acquire commerce and retail services. However, it's Publicis that's been ruling the roost, with their acquisition spree making them the retail media 'Queen Bee.'
Over the last five years, Publicis has bagged the prestigious data giant, Epsilon, for a whopping $4.4 billion, scooped up retail media tech platform, CitrusAd, gobbled up ecommerce analytics firm, Profitero, for around $200 million, and merged with commerce marketing agency, Mars United Commerce. This buying spree has given Publicis a staggering lead in the data and tech needed to power retail media businesses, according to independent retail media analyst, Andrew Lipsman.
On their own, other holding companies haven't managed to keep up with Publicis.
In contrast, Omnicom, with their IPG takeover, seems to be betting big on a different strategy. The $13 billion merger, set to close in H2 2025, is aimed at expanding capabilities across media, precision marketing, and CRM. While Publicis has been aggressively snapping up retail media assets, Omnicom’s focus seems to be on the IPG merger to achieve scale and $750 million in annual cost synergies.
So, while Publicis continues to flex their retail media muscles, it remains to be seen if Omnicom, with their newfound strength, can give them a run for their money. Stay tuned! 💥
Insights: Based on the information available, there's no mention of any specific retail media acquisitions by Omnicom to compete with Publicis. Instead, their strategy seems to revolve around the IPG merger for expansion and cost synergies. If you're looking for retail media acquisition moves, historically, Publicis (with Epsilon and CitrusAd) and WPP (through Shoppable) have been more active players in this space. 🔍💸
- Omnicom, following their IPG merger, is aiming to expand their business across media, precision marketing, and CRM rather than focusing on specific retail media takeovers like Publicis.
- Publicis has been actively acquiring retail media assets, such as data giant Epsilon, CitrusAd, Profitero, and Mars United Commerce, giving them a significant lead in the data and technology needed to power retail media businesses.
- The growth of ecommerce and retail media has become a race among advertising holding companies, with Publicis currently ruling the roost due to their aggressive acquisition spree.
- Technology plays a crucial role in the retail media landscape, with companies like Publicis and CitrusAd integrating technology platforms into their operations to enhance their service offerings.
