Together the group represents a combined annual revenue of 17.7 billion euros (2012 figures) and employs more than 130,000 people worldwide. This new advertising giant will be headquartered in Amsterdam.

Amsterdam as an international advertising hub

The two companies announced their merger plans in a press statement and a press conference on 28 July 2013. The official reason to locate the group’s headquarters in Amsterdam is because they consider it “neutral territory”. This underpins the notion that the Dutch have a relatively ‘neutral position’ from a political viewpoint, which allows Amsterdam-based agencies to easily work with international clients.

Flourishing creative sector

The decision to locate the group’s new headquarters in Amsterdam makes sense for other reasons as well. Both Omnicom and Publicis are holding networks consisting of a wide range of advertising and PR agencies. Many of those already operate from offices in the Amsterdam Area. Publicis and Omnicom Group’s brands based in Amsterdam include BBDO, Saatchi & Saatchi and DDB. Together, they serve well-known names such as Pepsi Co, Philips, Procter & Gamble and BMW.