The acquisition, completed in November last year, positions Omnicom as “the world’s leading marketing and sales organisation,” the company said. The deal had received regulatory approval, including clearance from the European Commission, which confirmed it “does not raise competition issues” under the EU Merger Regulation.

According to the Financial Times, the merger has made Omnicom the world’s largest advertising agency by revenue, overtaking France’s Publicis and moving WPP into third place.

Massive lay-offs expected by year-end

Omnicom CEO John Wren confirmed on Monday that the total number of acquisition-related layoffs is expected to reach 4,000, with most cuts occurring by the end of December. 

Business Insider reported that this represents roughly 3% of the combined workforce of 128,200 as of the end of 2024, based on regulatory filings.

Since the initial announcement of the deal, IPG has already cut 3,200 roles, while Omnicom has reduced about 3,000 positions. Last year, Omnicom outlined a “$750 million cost synergy target” tied to the merger.

“Together, we will be the go-to company that shapes how brands grow, people connect, and culture evolves,” Omnicom chairman and CEO John Wren said in a statement, as quoted by Business Insider.

Reuters reported that the layoffs will primarily affect administrative roles, with some leadership positions also impacted. After the cuts, the company expects roughly 85% of roles to be client-focused and 15% administrative. Omnicom projects that the financial benefits will exceed the $750 million in annual cost savings initially forecasted to investors.

End of iconic creative agencies 

Omnicom also revealed plans to retire several long-standing creative agencies. The newly formed Omnicom Advertising division will now operate three creative agency networks: BBDO, TBWA, and McCann.

Executives told the Financial Times that DDB, founded in 1949 and led by adman William Bernbach, and MullenLowe will be integrated into TBWA. FCB, with a history dating back to 1873, will be folded into BBDO.

Some agencies, including McCann, OMD, FleishmanHillard, Golin, and Weber Shandwick, will remain intact.

It is worth noting that in early November, DDB Worldwide’s global CEO, Alex Lubar, made headlines when he left the company to join Jonny Baur’s brand consultancy, Fundamentalco. While Lubar confirmed his departure was “driven by his desire for a different kind of challenge,” speculation has emerged that his exit may also be linked to broader turbulence at Omnicom following the merger.

In Australia, DDB will merge into Clemenger BBDO under the leadership of DDB’s local bosses and new co-CEOs Sheryl Marjoram and Mike Napolitano. Former Clemenger CEO Lee Leggett will become chief customer officer at Omnicom Oceania, focusing on client experience and integration across Australia and New Zealand.

In New Zealand, DDB and FCB will merge into McCann New Zealand, led by Priya Patel and Paul Wilson. Clemenger Wellington and FCB Wellington will become McCann Wellington, with local leadership to be announced soon.

Within Omnicom Media Group, OMD, PHD, Initiative, MediaHub, UM, and Hearts & Science will remain as distinct businesses.

In the new Omnicom, John Wren will continue as chairman and CEO, Phil Angelastro serves as EVP and chief financial officer, and Philippe Krakowsky and Daryl Simm will act as co-presidents and COOs.

Omnicom president and COO Daryl Simm will now share operational leadership with Philippe Krakowsky, former CEO of IPG, while Angelastro remains CFO of the combined group.

MARKETECH APAC will continue to monitor updates on Omnicom’s acquisition and the ongoing changes within its agency network.

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The launch of Collect Quest comes along with a campaign in a tie-up with Coca-Cola, OMD, and DDB.

Through the app, customers can accomplish a set of tasks to collect digital badges and get a chance to win iPhone 16 Pro, Google Pixel 9, and staycations among others.

Badges are given to McDonald’s app users depending on how they use the app and how long they have been members. Gamified apps are also available to capture users’ attention.

The campaign aims to celebrate its relationships with customers by analysing past app behaviour. At the same time, it also invites people to engage more with the app.

Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users. The strategy aims to maintain its users and recapture lapsed users.

Launched in Singapore on December 2, the campaign will also be rolled out in the Philippines, Hong Kong, Taiwan, and India.

Louis Yeo, head of performance at OMD Singapore, said, “We had the task of analysing and activating the wealth of McDonald’s data in a scalable and effective way. Together with Annalect and our partners at Google, we managed to achieve this through GA4 segments tied to specific app behaviours and patterns. Collect Quest is just an early step in our effort to leverage first-party data and personalisation to maximise campaign performance.”

“At McDonald’s, we love finding fun ways to connect with our customers and make each time memorable. With Collect Quest, we’re bringing extra joy and adventure, along with surprises and rewards all month long!” Drina Chee, senior director of marketing  and digital customer experience at McDonald’s, commented.

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In an official announcement, Omnicom stated that uniting these agency brands under a single leadership will better meet clients’ demands for unprecedented creative solutions.

Under OAG, each agency will retain its distinct brand, culture, and team while benefiting from OAG’s collective investments in cutting-edge tools, technologies, specialist capabilities, and AI platforms. This framework aims to boost the agencies’ capacity for delivering world-class creativity, accelerate growth, and create expanded opportunities for the personal and professional development of their talent.

With the launch of OAG, Omnicom has also appointed TBWA CEO Troy Ruhanen as global CEO. Ruhanen will head the new global organisation alongside Deepthi Prakash, who has been named chief operating officer, and Denis Streiff, who takes on the role of global CFO.

Speaking on the launch, Ruhanen said, “OAG will make the best even better. One of the most exciting parts of this new division is that we can collectively invest in innovative offerings, such as Omnicom’s recent first-mover partnerships in GenAI.” 

“This will take our world-class creativity to the next level and keep our clients at the top of their industries. While we are excited to grow together, we will continue to celebrate and protect the uniqueness of each agency’s culture and entrepreneurship,” he continued. 

Within the agency networks, Nancy Reyes will serve as global CEO of BBDO, Alex Lubar will lead DDB as global CEO, Erin Riley will advance to CEO of TBWA\Worldwide from her previous role as CEO of TBWA\Chiat\Day US, and James Fenton will remain the CEO of the Advertising Collective.

The leaders of the agency networks within OAG will report to Ruhanen. 

Omnicom clarified that existing clients will continue to be serviced by their current agencies and teams, now benefiting from the enhanced capabilities of the expanded group. These changes will be implemented on January 1, 2025.

John Wren, chairman and CEO of Omnicom, said, “Clients want best-in-class talent, innovation, and seamless delivery of creative services around the globe. OAG will deliver on that promise while allowing our agency cultures to remain strong and evolve through shared investments and best practices. With Troy at the helm of this new division, I’m confident our creative agencies and all our incredibly talented minds will continue to set the bar for the industry.”

OAG is the latest addition to Omnicom’s portfolio, which also includes Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG), and Omnicom Public Relations Group (OPRG). The organisation has been strategically aligning its agencies into specialised marketing disciplines to deepen service offerings and foster greater collaboration across the group.

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This appointment comes after the launch of its latest advertising campaign, ‘The Power to Move, an initiative that seeks to leverage the power of emotional storytelling, innovative ideas, and cutting-edge technology in developing brand campaigns.

Equipped with her forward-thinking approach to the Asian creative landscape, Sarah’s competence in producing business-impacting solutions in the industry will be a great asset to the agency. In particular, the recent campaign entitled “The Power to Move” aligns with her expertise in the ethos field.

Speaking about her appointment, Sarah shared, “My vision at DDB Philippines is to craft stories that resonate on a deeper emotional level, moving beyond traditional advertising to create experiences that genuinely touch lives and drive action.”

Kelvin, on the other hand, has a track record of award-winning campaigns and the ability to engage audiences in meaningful ways. His expertise in blending art with technology is instrumental in bringing this new project to existence.

“I believe in the synergy of creativity and technology to create campaigns that are not just visually stunning but also emotionally compelling and socially impactful,” said Co.

Anna Chua-Norbert, managing director at DDB Philippines, commented on this new era ushered in by these appointments, stating, “With Sarah and Kelvin at the helm, ‘The Power to Move’ becomes more than a proposition—it’s our commitment to our clients and the industry. We are set to create work that doesn’t just stand out but stands for something, driving real-world impact.”

Under their leadership, De Joya and Co are poised to revolutionise brand engagement and inspiration, advancing the agency’s vision to create campaigns that go beyond capturing the interest of their audiences—one that resonates with and moves them on an intimate level.

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