WPP Experience Shows Replicating Publicis Won't Be Easy for Omnicom -- Market Talk

Dow Jones01-16

1437 GMT - WPP's experience suggests replicating a model that allowed rival Publicis to win market share over the past six years won't be easy for Omnicom after its acquisition of Interpublic, J.P. Morgan analysts say in a research note. Both WPP and Omnicom are trying to replicate Publicis' model, which puts data at the heart of an offering of integrated capabilities enabled by AI, the analysts say. WPP's efforts to replicate the formula by restructuring and simplifying its offer show this is no easy task, according to JPM. "The integration of [Interpublic] and [Omnicom] is underway--it will be challenging to integrate and realize cost savings while maintaining client intensity, which could provide opportunities for WPP and Publicis to gain market share," the analysts say. Publicis shares rise 0.9%, while WPP falls 0.2%. (adria.calatayud@wsj.com)

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January 16, 2026 09:37 ET (14:37 GMT)

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