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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Titled ‘Sempurna’ which translates to ‘Perfect’, the campaign follows the story of Nuramira and her best friend Izzatul, who also serves as the narrator of the film. Despite Izzatul’s inability to hear, this hasn’t stopped the duo from bonding over music, and later on inspiring Nuramira to be an online content creator.

‘Sempurna’ encapsulates the musical beauty brought by Nuramira as the latter part of the film features a tear-jerker moment where Nuramira performs an original song specifically made for the film dedicated to her best friend Izzatul.

Abdul Sani Abdul Murad, chief marketing officer at RHB Group, said, “The most inspiring part about Nuramira’s story is how she chose to stand by her friend, even though it wasn’t her challenge to face. Her act of selflessness is not just an anthem of what RHB stands for, but also what the people believe in during these trying times – that only by standing together in the face of challenges can true progress be found. Hence, this film is more than just about her story; it’s a story for Malaysians this Hari Raya.”

Meanwhile, Jonathan Chan, creative group head at FCB Malaysia, explained that music has played a crucial role in Nuramira and her friend’s relationship, so they had to ensure that it has similar importance in the film to do the story’s justice. 

“It took a collaborative effort from the brand, the agency and our amazing partners at Reservoir World and GT Records to evolve the film from the usual way RHB tells stories of progress to this bold musical piece that truly echoes the essence of Nuramira’s incredible tale,” Chan added.

Ong Shi Ping, co-owner and chief creative officer at FCB Malaysia noted that the message of inclusivity and togetherness not only rang loudly throughout Nuramira’s story, but also in how they created the film itself. 

“By taking extra steps to make sure that the film is accessible to even the hearing impaired, our film transcends beyond just a festive piece to a deafening demonstration of what RHB believes in – that progress is truly for everyone,” he stated.

Nuramira posts her sign language song covers on her social media channels such as YouTube, Twitter, and Instagram. She uses Malaysian Sign Language (MSL) for Bahasa Malaysia songs, and American Sign Language (ASL) for international songs.

The campaign was launched on 3 May 2021 and is running across all RHB Bank’s social and digital channels in conjunction with the Hari Raya Aidilfitri festive celebration on 13 May in Malaysia.. To date, it has received over 4.1 million views on YouTube.

FCB KL has also previously worked with RHB Bank l when they launched a Chinese New Year-centric ad about the sentimental importance of parent’s love.

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The two-minute film is done in collaboration with advertising agency FCB Malaysia. It is the first in a series of brand initiatives by the brand that aims to show the story behind an authentic, confident smile as encapsulated by its tagline ‘Your Smile Shines’.

‘Expectations’ sheds light on the pressures that a mother constantly faces in raising the family. The film narrates how they are constantly met with unfettered opinions in becoming the ‘perfect’ parent such as if they are able to spend enough time with their child, if they are able to teach them proper etiquette, down to the food they provide to the family.

Ultimately, the film is a reminder to all mothers that they are not defined by the expectations of the world and that it is impossible to be perfect and to please everyone around them. 

“Doing your best for those who matter to you is already enough,” Darlie Malaysia reassures.

Melissa Wong, the marketing director of Hawley & Hazel Malaysia, shared that as a mother herself, she knows very well that motherhood is a constant struggle but the burden becomes heavier when moms are weighed down by not only their own expectations of themselves but also the expectations of others of what they should or shouldn’t do as a mother.

“That’s why, this Mother’s Day, we want to remind all moms that even though there will be times where you struggle and believe you’ve failed in the eyes of the world, doing your best will always be perfect enough, especially to the ones who call you ‘mom’,” said Wong.

Meanwhile, FCB Malaysia’s Creative Director Tjer Wang commented that this project introduces Darlie Malaysia’s belief that the only benchmark they should measure themselves against is their own. 

“Hence, in an era of unrealistic depictions of ‘perfection’, what matters most this Mother’s Day is that our moms are celebrated for all that they’ve done for us, despite the unrealistic expectations stemming from social media and the rigidity of societal norms,” said Wang.

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The advertising agency secured the appointment after a competitive pitch that saw a number of agencies take part in. The appointment will see FCB Malaysia working on an integrated campaign for Quaker Oats, handling its advertising, social media, and content creation, as well as bringing Go Communications on board as a specialist partner to handle the public relations duties.

“2020 wasn’t the best of years but thanks to the entire team putting in the hard yards, we still made it a profitable one and even achieved YOY growth. Winning a storied brand like Quaker Oats allows us the opportunity to flex our FMCG prowess and importantly, keeps the momentum going,” commented Shaun Tay, the co-owner and CEO of FCB Malaysia. 

Sharing on how the company landed the decision, Melinda Ong, marketing manager of PepsiCo Malaysia, said, “FCB’s idea truly stood out with its sharp, insightful strategy that enabled us to deliver a clear, structured on-brand message via engaging content that’s contextual to the needs of our intended audience.”

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