There is inexorable strategic logic behind putting these two companies together,'' Sorrell says. Both agencies are known for excellent brand research. Both have top-tier public relations and media buying divisions. Together, their ability to negotiate sweetheart deals buying airtime for ads would be unrivaled. The deal with Publicis looks like an act of frustration,'' says the head of a rival agency.
Many outsiders say the French giant is wrong for the role.
We're not anywhere near knowing whether this makes sense for us,'' a Publicis spokeman said in Paris on May 2. Well, advertising is still a business where the personal touch matters. He's very interfering,'' says one rival ad chief. Sorrell says otherwise. When he acquired Ogilvy and J. Walter Thompson, Sorrell adds, no such agreements were needed.