This week, its biggest rival, Omnicom, closed its acquisition of IPG, overtaking the French group as the largest agency network by billings, and pledging to double down on its AI and data capabilities amid a major structural overhaul that will shed 4,000 jobs.
Following acquisitions including Epsilon and Lotame, 73% of Publicis’ operating model is now “AI-powered,” said Sadoun. In September, the ad group revealed that 80% of revenues from its media arm, which accounts for 60% of the company’s total earnings, are now supported by its AI tools.
“We are embarking on our next century in a new industry paradigm,” Sadoun said, noting that Omnicom’s IPG acquisition had “ended the holdco legacy landscape as we know it,” creating a situation where Publicis and Omnicom’s combined billings will represent around 80% of the market.
![Since Omnicom announced its intent to acquire Interpublic Group (IPG) in December of last year, industry onlookers have speculated what the new company will look like. Among the key questions: […]](https://static-www.adweek.com/wp-content/uploads/2025/11/omnicom-ipg-merger-takeaways-2025.jpg?w=640&h=360&crop=1)
