Dive Brief:

• The highly anticipated $35-billion merger of ad giants Omnicom and Publicis Group has been called off. 
• The two holding companies couldn't reach agreements on a variety of issues — including who would take the CFO and other executive spots — that were holding up the deal. 
• Had the merger finalized, it would have created the world's largest ad holding company. 

Dive Insight: 

Analysts and industry insiders had already aired suspicions that this merger might not happen. Any time a deal drags on like this, it costs all parties involved significant money, which could have been a major factor in calling it off. Some in the industry may be rejoicing at the news, as the idea of a super-power ad giant was a bit frightening.