ACCC Greenlights Omnicom’s Acquisition of Interpublic — What It Means for Australia’s Advertising Landscape

Published: 17 July 2025

Based on an official media release by the Australian Competition and Consumer Commission (ACCC)

Australia’s advertising and media industry is set for a shake-up, following news that the Australian Competition and Consumer Commission (ACCC) will not oppose the proposed acquisition of The Interpublic Group of Companies Inc. (Interpublic) by Omnicom Group Inc. (Omnicom).

As two of the biggest global players in advertising, media buying and communications, the union of Omnicom and Interpublic had raised eyebrows in the industry. However, after a detailed investigation, the ACCC concluded the acquisition is unlikely to substantially lessen competition in the Australian market.

“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,”– Dr Philip Williams, ACCC Commissioner

Who’s Who: The Brands Behind the Giants

In Australia, both Omnicom and Interpublic operate through well-known marketing and advertising agencies:

• Omnicom: DDB, TBWA, OMD Worldwide, PHD Media, Clemenger Group, Hearts & Science

  
  

• Interpublic: IPG Mediabrands, Universal McCann (UM), Initiative, 303 MullenLowe, Octagon

The ACCC noted that even with the merger, other global advertising powerhouses — like WPP, Publicis and Dentsu — as well as independent creative and media agencies across Australia, will remain strong competitors.

The Legal Test: Section 50 of the Competition and Consumer Act

This decision is grounded in section 50 of the Competition and Consumer Act, which prohibits mergers and acquisitions that are likely to substantially reduce competition in any market. Based on the ACCC’s analysis, that threshold has not been met in this case.

Interestingly, Universal McCann, an Interpublic subsidiary, is also the exclusive provider of media buying services to the Australian Government, including the ACCC itself — a fact noted in the regulator’s release. However, this contractual relationship is managed by the Department of Finance and was not found to raise competition concerns.

 

Why This Matters to Business Owners and Marketers

For Australian businesses — particularly those relying on media, marketing and creative services — the takeaway is simple: choice remains. While the industry may consolidate at the top, a competitive landscape persists, giving businesses access to a wide range of service providers and pricing models.

This outcome offers some reassurance to marketing teams and procurement managers who may have feared fewer options and higher costs.

Navigating Mergers and Market Power? We Can Connect You with the Right Commercial Lawyer

At Bane Legal Services, we don’t give legal advice — and we’re not a law firm. But with 30+ years of business experience, we know how mergers, acquisitions and supplier consolidation can affect your contracts, negotiations and competitive position.

If your business needs guidance on:

• Navigating commercial relationships post-merger

• Reviewing agency or supplier agreements

• Understanding your rights under competition law

We can connect you with the right commercial lawyer for your needs. Think of us as your trusted legal matchmaker, helping you find the legal expertise to protect your business interests.

Source:

 This article is based on the official ACCC media release, published on 17 July 2025:Omnicom’s proposed acquisition of Interpublic not opposed