The proposed $35 billion merger between Publicis and Omnicom didn’t collapse last week because of “cultural differences” or because it stopped being “a merger of equals”, as the finger pointing suggests. I’m sure that egos did get in the way. But the main reason that the merger failed had to do with something that I pointed out last year when the betrothal was announced:
There was nothing in it for the clients.
The Lesson From The Omnicom-Publicis Fiasco: Big Is Not A Strategy
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