ACCC clears Omnicom’s acquisition of Interpublic in key milestone for global merger

The Australian Competition and Consumer Commission has cleared Omnicom Group’s proposed acquisition of Interpublic Group, stating the deal is unlikely to substantially lessen competition in Australia’s media and marketing services market.

The decision removes a key regulatory hurdle for the pending global merger, which will combine two of the world’s largest advertising holding companies. In Australia, Omnicom owns DDB, TBWA, OMD, PHD Media, Clemenger Group and Hearts & Science, while IPG operates agencies including UM, Initiative, 303 MullenLowe, IPG Mediabrands and Octagon.

Globally, the merged entity will have net revenues of more than US$20 billion, making it the world's biggest holdco.

“Our investigation found that while the proposed acquisition would result in an increase in the parties’ combined market share, other suppliers of media buying and marketing and communications services would continue to effectively compete with Omnicom after the acquisition,” said ACCC Commissioner Dr Philip Williams.

The ACCC noted ongoing competition from WPP, Publicis and Dentsu, as well as a growing number of independent agencies. It also addressed IPG’s contract to provide exclusive media buying services to the Australian Government via Universal McCann which includes the ACCC, noting the arrangement remains under the oversight of the Department of Finance.

In a statement, Omnicom and Interpublic confirmed the ACCC approval brings the number of antitrust clearances to 14 of the 18 required to close the deal. “The companies remain firmly on track to complete the transaction in the second half of 2025,” the statement said.

They added the merger “will reimagine the marketing industry, ushering in a bold new era of growth for its people, delivering superior outcomes for clients, and generating significant long-term value for shareholders.”

The ACCC reviewed the deal under section 50 of the Competition and Consumer Act, which prohibits acquisitions that would be likely to substantially lessen competition.