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Case No COMP/M.7023 - PUBLICIS / OMNICOM

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Case No COMP/M.7023 - PUBLICIS / OMNICOM EN Case No COMP/M.7023 - PUBLICIS / OMNICOM Only the English text is available and authentic. REGULATION (EC) No 139/2004 MERGER PROCEDURE Article 6(1)(b) NON-OPPOSITION Date: 09/01/2014 In electronic form on the EUR-Lex website under document number 32014M7023 Office for Publications of the European Union L-2985 Luxembourg EUROPEAN COMMISSION Brussels, 9.1.2014 C(2014) 89 final In the published version of this decision, some information has been omitted pursuant to Article 17(2) of Council Regulation (EC) No 139/2004 concerning non-disclosure of business secrets and PUBLIC VERSION other confidential information. The omissions are shown thus […]. Where possible the information omitted has been replaced by ranges of figures or a MERGER PROCEDURE general description. ARTICLE 6(1)(b) DECISION To the notifying parties: Dear Sir/Madam, Subject: Case No COMP/M.7023 – PUBLICIS / OMNICOM Commission decision pursuant to Article 6(1)(b) of Council Regulation No 139/20041 1 OJ L 24, 29.1.2004, p. 1 ("the Merger Regulation"). With effect from 1 December 2009, the Treaty on the Functioning of the European Union ("TFEU") has introduced certain changes, such as the replacement of "Community" by "Union" and "common market" by "internal market". The terminology of the TFEU will be used throughout this decision. Commission européenne, 1049 Bruxelles, BELGIQUE / Europese Commissie, 1049 Brussel, BELGIË. Tel.: +32 229-91111. I. THE PARTIES........................................................................................................ 5 II. THE TRANSACTION ............................................................................................ 5 III. EU DIMENSION .................................................................................................... 6 IV. COMPETITIVE ASSESSMENT............................................................................. 6 IV.1. Relevant Markets........................................................................................... 7 IV.1.1 Media buying services...................................................................... 7 IV.1.1.1. Product market.......................................................................... 7 IV.1.1.1.1. Sale of media buying services.......................................... 8 IV.1.1.1.2. Procurement of media buying services........................... 11 IV.1.1.2. Geographic market.................................................................. 14 IV.1.1.2.1. Sale of media buying services........................................ 14 IV.1.1.2.2. Procurement of media buying services........................... 15 IV.1.2 Marketing and Communication Services......................................... 16 IV.1.2.1. Product market........................................................................ 16 IV.1.2.2. Geographic market.................................................................. 19 IV.1.3 Sale of advertising space in cinemas............................................... 20 IV.1.3.1. Product market........................................................................ 20 IV.1.3.2. Geographic market.................................................................. 20 IV.2. Methodologies for estimating market shares for Media Buying Services...... 21 IV.2.1 Methodologies Proposed by the Parties........................................... 21 IV.2.1.1. Sales Side ............................................................................... 21 IV.2.1.1.1. Estimates of market size and market shares of the Parties ...................................................................................... 21 IV.2.1.1.2. Competitors' market share estimates .............................. 23 IV.2.1.2. Procurement side .................................................................... 24 IV.2.2 Commission's assessment ............................................................... 25 IV.2.2.1. Sales side: Market size and market shares (for the Parties and their competitors) ............................................................. 25 IV.2.2.2. Procurement side .................................................................... 32 IV.2.2.3. Conclusion.............................................................................. 34 IV.3. Methodologies for estimated market shares for marketing and communications services ............................................................................. 34 IV.3.1 Views of the Parties........................................................................ 34 IV.3.2 Commission's assessment ............................................................... 35 IV.3.3 Conclusion ..................................................................................... 39 IV.4. Analysis of non-coordinated effects of the transaction.................................. 39 IV.4.1 Media Buying Services................................................................... 39 IV.4.1.1. Parties’ general overview of the media buying negotiation process.................................................................................... 39 IV.4.1.2. Views of the Parties on competitive assessment ...................... 42 IV.4.1.3. Commission's assessment........................................................ 44 2 IV.4.1.3.1. Introduction ................................................................... 44 IV.4.1.3.2. Competitive assessment – sales side............................... 47 IV.4.1.3.3. Competitive assessment – procurement side................... 53 IV.4.1.4. Country analysis ..................................................................... 56 IV.4.1.4.1. Belgium......................................................................... 56 IV.4.1.4.2. Czech Republic.............................................................. 58 IV.4.1.4.3. Denmark........................................................................ 61 IV.4.1.4.4. France............................................................................ 64 IV.4.1.4.5. Germany........................................................................ 67 IV.4.1.4.6. Greece ........................................................................... 71 IV.4.1.4.7. Hungary......................................................................... 74 IV.4.1.4.8. Ireland ........................................................................... 77 IV.4.1.4.9. Italy ............................................................................... 79 IV.4.1.4.10. Latvia .......................................................................... 83 IV.4.1.4.11. Lithuania ..................................................................... 85 IV.4.1.4.12. The Netherlands........................................................... 88 IV.4.1.4.13. Poland.......................................................................... 91 IV.4.1.4.14. Portugal ....................................................................... 94 IV.4.1.4.15. Romania ...................................................................... 97 IV.4.1.4.16. Slovenia..................................................................... 101 IV.4.1.4.17. Spain ......................................................................... 102 IV.4.1.4.18. Sweden...................................................................... 105 IV.4.1.4.19. The United Kingdom ................................................. 109 IV.4.1.4.20. Norway...................................................................... 112 IV.4.1.4.21. EEA market ............................................................... 115 IV.4.1.5. Conclusion............................................................................ 116 IV.4.2 Marketing and Communication Services....................................... 116 IV.4.2.1. Views of the Parties .............................................................. 116 IV.4.2.2. Commission's assessment...................................................... 116 IV.4.2.2.1. Introduction ................................................................. 116 IV.4.2.2.2. The competitive constraint from other MCS agencies .. 117 IV.4.2.2.3. Closeness of competition ............................................. 118 IV.4.2.2.4. Barriers to entry or expansion ...................................... 118 IV.4.2.2.5. Competition post-Transaction ...................................... 119 IV.4.2.3. Conclusion............................................................................ 119 IV.4.3 "Big" data analytics ...................................................................... 119 IV.4.3.1. Views of the Parties .............................................................. 119 IV.4.3.2. Commission's assessment...................................................... 121 IV.5. Analysis of horizontal coordinated effects of the Transaction..................... 122 IV.5.1 View of the Parties ....................................................................... 123 IV.5.2 Commission's assessment ............................................................. 123 3 IV.5.3 Conclusion ................................................................................... 125 IV.6. Analysis of vertical effects of the Transaction............................................ 125 IV.6.1 View of the Parties ....................................................................... 125 IV.6.2 Commission's assessment ............................................................. 126 IV.6.3 Conclusion ..................................................................................
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