Clients’ advertising and communications expenditure fluctuates, often in response to actual or expected changes in consumer spending. In a significant number of the Groupe’s markets, consumer spending is typically lower at
the beginning of the year, after the holidays. As a result, advertising and communications expenditure is not as high during these periods.
In 2024, the Groupe rose to first place in the global ranking of communication groups, in net revenue terms (source: company annual reports).
See the table below for the published net revenue and revenue of the top four groups in 2024:
| (in millions)(1) | Publicis | WPP | Omnicom | Interpublic |
|---|---|---|---|---|
| Net revenue in local currency | Net revenue in local currency Publicis EUR 13,965 |
Net revenue in local currency WPP GBP 11,359 |
Net revenue in local currency Omnicom n.c (2) |
Net revenue in local currency Interpublic USD 9,188 |
| Net revenue in dollars | Net revenue in dollars Publicis USD 15,110 |
Net revenue in dollars WPP USD 14,517 |
Net revenue in dollars Omnicom n.c (2) |
Net revenue in dollars Interpublic USD 9,188 |
| Revenue in local currency | Revenue in local currency Publicis EUR 16,030 |
Revenue in local currency WPP GBP 14,741 |
Revenue in local currency Omnicom USD 15,689 |
Revenue in local currency Interpublic USD 10,692 |
| Revenue in dollars | Revenue in dollars Publicis USD 17,345 |
Revenue in dollars WPP USD 18,839 |
Revenue in dollars Omnicom USD 15,689 |
Revenue in dollars Interpublic USD 10,692 |
The reader should note that the figures above are those published by the groups concerned, in the currency and according to the accounting standards used by each of them.
Generally speaking, the advertising and communications markets are highly competitive and the Groupe competes with many international agencies.
Publicis Groupe also faces competition from a large number of independent local advertising agencies around the world. Furthermore, new competitors have emerged in the IT/consulting sectors, such as Accenture, Deloitte and Capgemini, primarily through advertising acquisitions, such as Accenture’s 2019 purchase of Droga5.
Despite the announcement made in December 2024 of the proposed merger of the two main American communications players, the Groupe expects competition to emain intense, in particular due to the potential consolidation of advertising budgets from major international advertisers, which are working with an increasingly small number of agencies. Equally of note, the considerable changes in the communications sector are reflected in the emergence of new competitors from the consulting and high-tech fields.
Some of the Groupe’s businesses are governed by regulations that may vary from country to country or region to region. For example, in France, media buying activities are subject to the Sapin law, a law requiring transparency in media buying transactions. Pursuant to the Sapin law, an advertising agency may not purchase advertising space from media companies and then resell the space to clients on different terms. Instead, the agency must act exclusively as the agent of its clients when purchasing advertising space.
Many countries have strict laws governing the advertising and marketing of certain products, in particular tobacco, alcohol, pharmaceuticals, foodstuffs and financial services. New regulations or standards imposed on the advertising or marketing of such products could have an adverse impact on the Groupe’s operations.
These regulations can change frequently: their scope can be amended, often with very short time frames; new regulations can be introduced, including without prior notice; and as the Groupe develops, it may expand into areas covered by regulations that did not previously apply to it. Any new regulations or amendments to how existing laws or regulations are implemented or applied, or if the Groupe becomes subject to new regulations could have a material impact on the Groupe.
Publicis Groupe is governed by data protection laws and regulations in the majority of countries it is active in. The Groupe regularly adapts its personal data privacy policy and programs to align with current regulations, such as the EU General Data Protection Regulation (Regulation (EU) 2016/679, GDPR). After Brexit, the United Kingdom incorporated the GDPR into its legislation via the “UK GDPR.” Just as it tightened obligations incumbent on companies, the GDPR and UK GDPR also created and strengthened the rights of individuals, in particular with regard to their right to information on how their data is processed. These regulations also lay down the framework for transfers of personal data outside the EU and the United Kingdom to ensure that individuals enjoy a sufficient and appropriate level of protection. European supervisory authorities are evidencing increased vigilance and imposing fines that are increasingly significant. In addition to the regulations, the recommendations of the national organizations responsible for monitoring compliance with these rules as well as case law can have a significant influence on the level of protection required and the organization to be put in place.
