OMNICOM TAKEOVER OF GGT GROUP: Acquisition in line with Omnicom plans

The proposed acquisition of the GGT Group is in line with the stated intention of Omnicom’s chief executive, John Wren, to strengthen the group’s third agency network brand, TBWA (feature, p24).

The proposed acquisition of the GGT Group is in line with the

stated intention of Omnicom’s chief executive, John Wren, to strengthen

the group’s third agency network brand, TBWA (feature, p24).



It will, should it be accepted by GGT’s shareholders, redress the

imbalance in the group’s revenues, out of which some 60 per cent are

from the US home market.



The main prize for the networks bidding for the GGT Group was France,

which was why Publicis’s Maurice Levy was never a serious contender.

WPP’s Martin Sorrell needs to bolster an unexceptional J. Walter

Thompson operation in that market, and would have had space for a third

force in his London armoury (notwithstanding Lansdown Conquest’s

presence).



For Omnicom, the attraction is similar. In keeping with several other

agency groups, its TBWA agency suffers in the French market from being

seen as too American. BDDP, of course, could not be more French, and is

a real prize - with one proviso.



If the agency’s founders were all to walk out, it is unclear where this

would leave its clients. It is crucial that Jean Marie Dru remains

within the group - as the offer document suggested - particularly with

uncertainty surrounding the future of Dru’s BDDP co-founder, Jean Claude

Boulet, rumoured to be leaving soon.



But there are other personnel questions to be resolved: what might this

mean for Alistair Ritchie, European chief executive of TBWA? And, what

exactly will Mike Greenlees’s yet to be finalised new role entail: is he

the successor to



TBWA’s Bill Tragos? If so, does that mean a move to the US for him?



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