Arthur Sadoun reacts to Omnicom-IPG deal in tongue-in-cheek video message to staff
The Publicis CEO has hit back and had his say on the merger that stole his agency’s thunder last week.
Sadoun in video message to staff
News broke of Omnicom’s proposed takeover of IPG at the weekend and was confirmed in a statement from Omnicom boss John Wren and IPG boss Philippe Krakowsky on Monday. The news came just days after Publicis announced in a high-profile video featuring rapper Snoop Dogg and CEO Arthur Sadoun that it had become the largest holding company in the world for the first time in its history.
Sadoun kicks off this new video to staff by saying: “I hope you are enjoying being the top dog. But don’t get used to it because it may not last past 2025. As you know, Omnicom has decided to go shopping and has plans to buy IPG.”
Want to go deeper? Ask The Drum
He then goes on to outline why he feels that the Omnicom and IPG deal is, overall, a positive development for the global marketing industry at large, saying: “First, our industry is clearly being challenged by the financial market. Right now, analysts describe Publicis as a good house in a bad neighborhood. Well, this neighborhood would start to look a lot better if we move to three main global players.”
In the video, he draws on the experience that Publicis has in the area of mega-mergers, citing the problems that ultimately led to the failure of the Publicis Omnicom merger around a decade ago. “We know from the experience of POG, Publicis Omnicom Group, 10 years ago that an acquisition of this size will require every leader to be focused internally on integration if they want to be successful.
Advertisement
“On our side, our transformation is behind us. We have invested in data and technology in the last decade roughly what Omnicom will pay for IPG in one go. Our capabilities are fully integrated. Our model has been outperforming for the last five years. So now, we can be laser-focused on our clients and their needs for today and tomorrow.”
To further reassure staff that the group’s strategy remains ‘on point,’ Sadoun goes on to say that Publicis is at its strongest when it is in the ‘challenger’ role.
Advertisement
He concludes by light-heartedly wishing Wren and Krakowsky good luck for the future. “On a more personal note, I’ve always respected John and Philippe. Not only because one was my boss 20 years ago and the other speaks French very well. I’ll let you guess which one is which! So, I wish them both a happy and healthy marriage.”
Commeting on the response Green Square's Tony Walford, who analysed Publicis' rise to the top last week for The Drum, said: "The only thing I can say having watched the video is you can’t imitate Arthur’s charisma and the way he focuses on all Publicis staff in his message. It’s really empowering. Compare that video, which talks about how Publicis has focused on its Power of One and how “all the hard work is behind us”, with an announcement that is all about cost savings and, frankly, had no good news for any of Omnicoms and IPG’s staff base, and you couldn’t be more polarised! I know which holding company I’d rather be working for right now."