The effects that flow from the formation of Publicis Omnicom Group will take a few years to be felt, but media owners say that ad firms' ability to use its new scale as leverage to drive down prices is likely overstated. "That's not generally how the holding companies have approached the market. We're still talking to them account by account, division by division, agency by agency. We're not seeing holistic deals by buying groups," said Dial Global CEO Paul Caine.

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