Advertising giant Omnicom Group is expected to complete its acquisition of rival agency holding company Interpublic Group on Wednesday.
The move comes after the European Commission said it had unconditionally approved Omnicom Group's $13.25bn all-stock deal to buy its rival.
The deal reportedly creates the world’s largest advertising holding company by revenue.
The EU approval was the last remaining regulatory clearance required to complete the deal.
In a statement, Omnicom and Interpublic said they “expect to close the transaction by the close of business on Wednesday, creating the world's leading marketing and sales company, built for intelligent growth.”
The merger comes as traditional agencies look to better compete with big tech firms amid the accelerating use of AI.
Giving its approval to the deal, the European Commission concluded that the merger would raise no competition concerns in the European Economic Area.
The Commission said: “The merged entity would be sufficiently constrained by the presence of several competitors, including large international advertising groups with a global reach, such as WPP, Dentsu-Aegis, Publicis, and Havas.”
Both Omnicom and Interpublic are headquartered in the United States. Omnicom is active in advertising, media planning and buying, precision marketing, retail and digital commerce, branding, experiential and public relations for over 5,000 clients in more than 70 countries.
Interpublic’s agency brands include Acxiom, Craft, FCB, FutureBrand, Golin, Initiative, IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann, Mediahub, Momentum, MRM, MullenLowe Global, Octagon, UM, and Weber Shandwick.
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