Primary motive for the merger is achieving scale in media buying : Dominic Proctor

Dominic Proctor_of GroupM,New York :Dominic Proctor, Global President of GroupM, WPP’s media investment unit, in a press statement issued here has said that  the Primary motive for the merger is achieving scale in media buying.

“This is an interesting move,” Proctor said.  “They are making it clear that a primary motive for the merger is achieving scale in media buying.  However, neither Omnicom nor Publicis was able to bring their investment teams together effectively as individual companies, so it will be fun to see if they can now do it together.  Getting scale in media investment management is critical for clients, but it only works if it all joins up.  We welcome a competitor in this space.  Media investment management relies heavily on scale, but scale counts for nothing if it continues to be disparate.”

The statement comes after the  merger announcement made by Publicis and Omnicom.

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