Earlier this month, Omnicom and Publicis, the world’s second and third largest advertising firms, respectively, announced their merger, and in so doing ousted WPP as the industry’s top revenue generator. In this video interview, L2 Founder and NYU Stern professor Scott Galloway offers his take on the deal, dismissing the oft-cited idea that it was motivated by–or will result in–improving clients’ digital capabilities. Instead, Galloway points to a “maturing” of the global communications business and describes the merger as a checkmate move by Publicis chief Maurice Lévy, who, for years has played a game of acquisition back-and-forth with WPP’s Sir Martin Sorrell.
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