Home >> Advertising >> Article

Publicis Omnicom Group is a merger of 'unequals': Sir Martin Sorrell

13-September-2013
Font Size   16
Publicis Omnicom Group is a merger of 'unequals': Sir Martin Sorrell

The challenges of the changing media, marketing and communication landscape came under some intense scrutiny when some of the brightest minds in the advertising and media industry sat together to discuss the scenario at the 10th edition of  exchange4media Conclave, presented by NewsX.

The Conclave was held in New Delhi on September 11, 2013.

Sir Martin Sorrell, CEO, WPP shared views on one of the biggest mergers in the advertising industry. He also threw light on the criticality of social responsibility and its role in effective brand building.

Commenting on the recent merger of Publicis and Omnicom, the WPP Chief called it a merger of ‘unequals’, According to him, such mergers don’t work in the long-term.

Elaborating further, he said that an organisational structure, where there is a co-chairman or rotating chairman, won’t last.

Sam Balsara, Chairman, Madison World also pointed out that there is a wide difference in profitability between Publicis and Omnicom.

Speaking on the publishing side of the business, R Sukumar, Editor, Mint wondered whether large legacy media companies are growing fast enough.

Aroon Purie, Editor-in-Chief, India Today remarked that legacy business is the cash cow, but the challenge is how to keep the current business going. He said, “We believe in synergy and convergence. People who produce valuable content will thrive.” According to Purie, in today’s media landscape, multi-tasking and development of multiple skill-sets has become crucial for the work force. He said, “Journalists today have to be prepared to work across platforms – be it television, print or the web.”

When Sukumar raised the point of paid content, Purie remarked, “My ideal situation is that it should be like iTunes, a platform where all the information and news is available and people pay to access only what they like.” He further said that in India, media is a very fragmented lot and hence, consolidation is the need of the hour.

Meanwhile, Sukumar remarked that given the digital prognosis for India, the medium is surprisingly still an insignificant part of the spends. 

Balsara had a different point of view on the growth of digital in the country. He said, “This year, we expect digital to grow at around 30 per cent. It is growing very aggressively as compared to print and television media. In fact, today digital is larger than outdoor and cinema.” 

Agreeing with him, Purie said that digital will grow at a much faster rate. Increasing access to the internet and people consuming more and more content on the web will bolster the growth of digital, he said. 

Sorrell mentioned that a discussion on media, marketing and communication cannot be complete without emphasising the critical need for Corporate Social Responsibility. He said he was glad with the growing acceptance of CSR amongst companies. “CSR is not just an added function of an organisation; it is an indispensible part that plays a significant role in brand building,” he concluded.
 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye