The deal with Omnicom is off the table but Publicis has managed to dry the ink on something else. It has struck a $500 million deal with Facebook to jointly develop new advertising units and content avenues on the social network.
The deal, which was brokered in the US by the Starcom MediaVest Group, may roll out across the global agency network.
It covers Facebook and Instagram and the group's clients will be able to access new products, advanced analytics and insights ahead of competitors.
Laura Desmond, CEO of Starcom MediaVest Group, said: “Publicis and Facebook are announcing a multi-year partnership focused on co-creation of product around data, video and images, including core Facebook and Instagram.”
Agency networks are increasingly looking to leverage social networks and innovative inventory and advertising opportunities. Omnicom, whose own merger deal with Publicis fell apart last week, signed a deal with Instagram earlier this year reported to be worth $100 million.
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