Omnicom Group Inc and Publicis Groupe SA announced that they are in the late-stage process for a planned merger. The deal between the two companies would create the world's largest advertising group with a total market value of US$30 billion.. The deal will combine Publicis agencies like Saatchi & Saatchi and Leo Burnett Worldwide with Omnicom's DDB Worldwide and BBDO Worldwide. The collaboration of Publicis and Omnicom represents the largest advertising agency tie-up. The merged company will be largest advertising agency in the global advertising market.

"There is a certain logic to it for geographic purposes," Wedbush Securities analyst James Dix said. "If they do merge, all in one swell swoop, suddenly they become a much larger scale player

The new firm is set to compete more aggressively and is positioned to compete in growing markets of China, Brazil and Russia. The merger brings together the strength of each company in when it comes to media buying and planning along with creative campaigns.