Merger Would Create World's Largest Advertising Firm04:33
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Omnicom Group CFO Randall Weisenburger, left, and President and CEO John Wren, second left, join hands with Publicis Groupe Chairman and CEO Maurice Levy, third left, and CFO Jean-Michel Etienne as they pose for photos on the floor of the New York Stock Exchange Monday, July 29, 2013. (Richard Drew/AP)
Omnicom Group CFO Randall Weisenburger, left, and President and CEO John Wren, second left, join hands with Publicis Groupe Chairman and CEO Maurice Levy, third left, and CFO Jean-Michel Etienne as they pose for photos on the floor of the New York Stock Exchange Monday, July 29, 2013. (Richard Drew/AP)

A merger between two advertising giants, U.S.-based Omnicom Group and France-based Publicis, would create the world's largest advertising firm — one worth more than $35 billion.

Of course, that merger will depend on approval by regulatory boards in both countries, and a vote by shareholders.

The announcement is creating buzz on the stock market, where shares in advertising groups jumped today, with investors speculating that the deal could create an opening for rivals to poach defecting clients and potentially create new deals.

The new group is anticipated to be a stronger competitor to non-traditional media like Facebook and Google.

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This segment aired on July 29, 2013.

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