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Advertising mega-merger and the UK digital economy

This weekend we heard about the $35bn super merger of New York-based Omnicom Group and French multinational, Publicis. Two of the world’s three largest ad agencies will join together and bring a swathe of blue chip firms, many of them direct competitors, under one roof.

For the UK, the news comes at an interesting time. We recently learnt that the digital economy is much bigger than first thought, thanks to research from the National Institute of Economic and Social Research (NEISR).

The NEISR research tracked the “digital footprints” of companies to determine their classification. So, what will the Omnicom and Publicis merger mean for these UK firms as they look to advertise?

As the digital economy continues to grow, will UK firms begin to experience a narrower choice of advertising avenues as agencies huddle for strength, or will the merger spur the creation of smaller outfits, ready to take on a burgeoning field?

Let me know your thoughts in the comments below.

This was posted in Bdaily's Members' News section by Tom Keighley .