“We are growing,” he said. “The reason why you see job destruction in the market right now is not due to AI, it’s due to a lack of performance and synergies, and consolidation.” 

While Publicis surpassed WPP, Omnicom, and IPG in billings and market cap at the end of 2024, its reign at the top of the Big Four is set to be short-lived following Omnicom’s impending takeover of IPG.

Omnicom’s newly combined company could boast revenues of $25.6 billion, based on 2023 figures, dwarfing the $16.5 billion Publicis made in 2024. 

Sadoun is adamant that the tie-up presents an opportunity, not a challenge, for Publicis, which he says has its transformation years firmly behind it.

He said it had already shrunk the landscape “fast and deep.”

CORRECTION: 10/14 11.35 am: This article was updated to reflect that AI is driving one-third of net revenue within Publicis Groupe’s creative division, not 8%.