In a landmark decision that reshapes the global advertising landscape, the European Union (EU) on Monday granted unconditional approval to Omnicom Group’s USD 13.25 billion all-stock acquisition of Interpublic Group (IPG).

The green light from Europe clears the final major regulatory hurdle for the deal, first announced in December 2024, and sets the stage for the creation of the world’s largest advertising agency holding company.

The companies expect to close the transaction by the close of business on Wednesday (26 November).

The merger brings together Omnicom, the world’s third-largest ad buyer, with Interpublic, currently the fourth-largest. The combined entity will advance to take the top position in global advertising, signalling a new era of consolidation among traditional marketing giants facing mounting pressure from Big Tech platforms and rapid advances in artificial intelligence.

For the two companies, the ruling marks the culmination of months of scrutiny across multiple jurisdictions. With this approval, the companies are now expected to move swiftly toward closing the deal.

The merger, a year-long process, involved intense restructuring at Omnicom and IPG as they gear up for global integration. In India, where both networks have extensive portfolios, agencies and employees are preparing for significant changes as the two giants join forces.