Publicis Omnicom Merger Approved in Brazil

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Publicis Omnicom Merger Approved in Brazil

The Brazilian government gives the green light to the merger of both groups in Brazil

Publicis Omnicom Merger Approved in Brazil

Maurice Lévy (Publicis) and John Wren (Omnicom) were not expecting any regulatory barriers to the merger in Brazil

 

 

 

The path has been cleared for the Publicis Omnicom merger in Brazil. CADE(Administrative Council for Economic Defense, Brazil’s competition regulator) has approved the merger between both companies without any conditions. The decision was published in the Brazilian Federal Register on Tuesday, November 26.


In fact, CADE was not expected to impose any regulatory barriers. There were concerns about the U.S. market, the world’s largest, where it is estimated that both companies will account for 40% of media buying. However, the U.S. antitrust regulator approved the merger.


Publicis Worldwide’s CEO Arthur Sadoun announced on Wednesday, November 27, Roberto Lima as the network’s new chairman in Brazil and member of the company’s global executive team. Lima served as CEO and president at Vivo (one of the top four telecommunications companies in Brazil), which he left in 2011. Orlando Marques will remain the CEO of the Brazilian operation.


In January, Roberto Lima will be taking over as the chairman of nine agencies: Publicis Brasil, Salles Chemistri, Publicis Red Lion, AG2 Publicis Modem, Publicis Dialog, Digitas and Razorfish. The Talent Group’s agencies – Talent and QG Propaganda, both headed by CEO Julio Ribeiro – will also be responding to Lima. According to Sadoun, there are no plans for agency mergers.

Roberto Lima is the network’s new chairman in Brazil and member of the company’s global executive team
Roberto Lima is the network’s new chairman in Brazil and member of the company’s global executive team