Hasta La Creative!

A merger agreement between Publicis Groupe and Omnicom Group is believed to be finalized and slated for announcement at a press conference in Paris on Sunday afternoon (8 a.m. EDT).

After days of speculation and belief in ad circles that such a massive and messy deal would never come to fruition, it appeared to be a reality after Publicis Groupe called a last-minute press conference — at a most inconvenient time for agency executives and clients, smack-dab in the middle of a summer weekend — describing the event as “very important” and a “major corporate announcement.”

“While most industry participants and observers alike would have viewed such a combination as highly unlikely only 48 hours ago, the implications of such news can now be more fully considered, and it is profound,” Brian Wieser, senior research analyst at Pivotal Research Group, wrote in a note Saturday.

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