Omnicom Group gains Critical Mass

Petrecca, Laura; Beeler, Amanda
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p1
Trade Publication
This article focuses on the acquisition activity of Omnicom Group Inc. The world's largest agency holding company plans to acquire at least two or more marketing services shops before the end of 1999. In October, Omnicom acquired a 50% stake in the Calgary, Alberta-based interactive communications agency Critical Mass Inc. for an estimated $20 million. That deal came two weeks after Omnicom acquired integrated marketing services specialist M/A/R/C of Irving, Texas for $100 million. The acquisitions are part of an ongoing Omnicom strategy to boost the bottom line by adding resources in the interactive communications, direct marketing and sales promotion segments. Critical Mass will be affiliated with a newly created subsidiary of Omnicom's Rapp Collins Worldwide. Rapp and Critical Mass already share one client, Reflect.com, an online cosmetics business.


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