Which CEO Will Dominate in the Publicis-Omnicom Merger?

After unveiling plans to create the ad industry’s largest player, Publicis Groupe and Omnicom execs have reiterated that theirs is a “merger of equals,” and the deal’s financial structure is a balanced one. But the reality with any corporate combo is that one culture eventually prevails.

Nothing is expected to change at once, but it is hard to see how a dual-management structure will work in practical terms.

“Two very different cultures/management styles coming together could create a bit of a clash from the senior level on down to some of the agencies,” said JP Morgan managing director Alexia Quadrani. “While we have respect for [Publicis’] Maurice Lévy and [Omnicom’s] John Wren, it will be unchartered waters for the two of them working together.”