The move comes after Omnicom Group announced plans to retire the DDB brand worldwide following its acquisition of Interpublic Group.

Established in 1992 through a partnership between DDB Worldwide and Filipino-owned Advertising Marketing and Associates (AMA), DDB Group Philippines had served as the network’s local office for more than three decades.

Under its new identity, GGC Group Asia will continue to collaborate with Omnicom when required, providing clients with access to global marketing communications capabilities while operating independently.

The rebrand is named after Group Chairman and CEO Gil G. Chua, whose initials form the new company name. 

According to Chua, the transition represents an opportunity for the organisation to build on its legacy while embracing greater independence.

As part of the restructuring, several agencies within the network have also adopted new identities. 

DDB Philippines has been renamed Velocity+, DDB MNL becomes Alab MNL, and Tribal Worldwide Philippines will now operate as The Tribe.

Other agencies within the group, including Optimax Communications, Agile Intelligence, Ripple8, Touch XDA, and Bent and Buzz, will retain their existing brands.

The rebrand also includes the integration of several sister companies from the FCT Group, expanding the organisation’s footprint across business solutions, logistics, and marketing support services.

Following the consolidation, GGC Group Asia will comprise 14 companies operating across 18 offices nationwide, supported by more than 7,500 employees.

The company said the transition will not affect leadership structures, client relationships, existing contracts, or day-to-day operations.

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With the global retirement of the DDB brand, Omnicom will relaunch BBDO in Hong Kong, making it the network’s second creative agency in the market alongside TBWA.

On the leadership side, Andreas Krasser, formerly CEO of DDB Hong Kong, has been named CEO of Omnicom Advertising Hong Kong, overseeing both BBDO and TBWA in Hong Kong. 

John Koay, a highly awarded and internationally recognised creative, has been appointed chief creative officer of Omnicom Advertising Hong Kong. In the newly created role, Koay will provide creative leadership across the group, shaping the agencies’ output and positioning them as hubs for innovative work in the Asia-Pacific region.

Commenting on his appointment, Koay said, “This is a pivotal moment for creativity in Hong Kong. I’m thrilled to build on the legacy of excellence the teams have established and lead the creative vision for Hong Kong. Together, we’ll push boundaries and create world-class work that truly resonates with audiences locally and across the region.” 

Maggie Cheung, previously managing partner at DDB, will serve as managing director of BBDO Hong Kong, with Koman Ko joining as managing partner and head of client services. 

“I’m delighted to step into this role,” said Cheung. “The launch of BBDO is far more than a simple rebrand. We’re upgrading our capabilities and have brought in fresh talent and perspectives that will help us and our clients do big things.”

Meanwhile, Ida Mak will continue in her role as general manager of TBWA Hong Kong.

“Exciting times lie ahead,” said Krasser. “With John driving creative excellence across the group and Maggie’s operational excellence driving BBDO, alongside our strong leadership in Ida and her team at TBWA, we’re positioned to deliver exceptional work.”  

He continued, “By leveraging Omnicom’s intelligence platform, Acxiom’s data capabilities, and our connected content engine, the agencies in Hong Kong will be plugged into a vast global ecosystem that opens the door to new opportunities for clients. At the same time, BBDO and TBWA each maintain their own unique culture and positioning, which will continue to define their creative thinking and output.”

The appointments are part of Omnicom’s efforts to strengthen its Hong Kong operations and support its regional clients with enhanced creative and operational capabilities.

Sean Donovan, president of Omnicom Advertising Asia, said, “This strategic restructure in Hong Kong represents an important step forward for the local creative industry. By strengthening our leadership and aligning our resources more closely with the unique dynamics of this key market, we are better positioned to deliver greater value and foster deeper collaboration. The leadership team’s strategic credibility, deep local insight, and proven track record of driving growth make them the ideal collective to champion new opportunities for our clients.”

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While the company is yet to announce the news, Leigh has confirmed via a LinkedIn post that he is only ‘leaving the business, but not the industry’.

“I want to thank our people, clients, and partners for a chapter I’m incredibly proud of. Leading this team has been a privilege, and I’m grateful for the trust and support shown throughout my time here,” Leigh wrote.

In a separate post, Mark also confirmed his exit after serving as a key leader in the company for six years.

“I’ve had an outpouring of messages of support that I’m genuinely grateful for – from clients, media partners, industry friends and the teams I worked with. I am looking forward to connecting with you all. We are part of a great industry that I’ve always been immensely proud of and I’m not done with it yet! Wishing everyone a great end to the year!” Mark commented.

James, on his LinkedIn post, also wrote, “The news is out. I really did have a great year and we achieved so much in a short period of time. As always, it’s the people that make an organisation and there is some exceptional talent across the network that are a real pleasure to work with. I wish all my ex-colleagues and friends from both organisations all the best for the integration.”

All three have shared taking their time off to consider next steps, while noting separate gratitude statements for clients. 

Meanwhile, Tony Harradine of Omnicom Media Group will assume the responsibilities across APAC after Leigh’s exit. 

Not less than a month after the news of the merger came, major layoffs of over 4,000 personnel were announced, as well as the retirement of legacy agencies FCB, DDB, and MullenLowe.

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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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It should be noted that the merger follows almost a year after news of the proposed merger was first confirmed by Omnicom.

The combined business brings together a broad portfolio of capabilities supported by Omni, Omnicom’s data and intelligence platform. According to the company, the integration aims to reshape how data, creativity and technology work together to support clients’ growth strategies.

“This is a defining moment for our company and our industry,” said John Wren, chairman and CEO of Omnicom. “With the completion of the deal, Omnicom is setting a new standard for modern marketing and sales leadership — creating stronger brands, delivering superior business outcomes, and driving sustainable growth. We’re excited about this next chapter. I want to thank our people, clients, and shareholders for the trust they have placed in us.”

Under the terms of the acquisition, Interpublic shareholders received 0.344 Omnicom shares for each Interpublic share held. The new entity is owned 60.6% by legacy Omnicom shareholders and 39.4% by legacy Interpublic shareholders on a fully diluted basis. Pro forma combined revenue exceeds US$25 billion. The company will continue trading on the New York Stock Exchange under the OMC ticker.

As previously announced, Wren continues as chairman and CEO, with Phil Angelastro remaining EVP and CFO. Philippe Krakowsky and Daryl Simm serve as Co-Presidents and COOs. Krakowsky, Patrick Moore and E. Lee Wyatt Jr. have also joined the Omnicom board. The full leadership team is expected to be announced on December 1.

Earlier this month, the European Commission announced that it had approved the merger, concluding that the deal does not raise competition issues under the EU Merger Regulation. Meanwhile, the Australian Competition and Consumer Commission (ACCC) has come out publicly  back in July this year and say that it ‘will not oppose’ the acquisition.

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Under the agreement, IPG will handle marketing activities for Bayer’s well-known self-care brands, including Aspirin, Bepanthen, Claritin, and Canesten.

Bayer said the move to an integrated agency model reflects its strategy to strengthen consumer trust and engagement across markets. The company also aims to leverage generative AI tools and capabilities to deliver more localised and relevant campaigns.

The new structure is intended to combine global consistency with local adaptability, while also giving Bayer stronger media-buying capabilities and more personalised content delivery.

“Our new agency model addresses two competing forces in today’s marketing landscape – the need for more connection and individuality alongside greater efficiency and automation,” said David Evendon-Challis from the Consumer Health Division of Bayer. 

“IPG understands how data, AI and creativity must converge in this new era and came forward with a strong offering that brings together world-class capabilities, innovative technologies and creativity. We are excited for them to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete,” he added. 

Meanwhile, Philippe Krakowsky, chief executive officer at Interpublic Group, said the win highlights the importance of integrating creativity, media, and technology in today’s marketing environment.

“We are honoured and energised by Bayer’s decision. In today’s fragmented and fast-moving marketing environment, clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected. What makes this opportunity exciting is the scale and ambition of Bayer’s portfolio — trusted brands with enormous reach and impact.” 

He continued, “By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets. We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom.”

The new agency arrangement is expected to take effect on January 1, following a transition period.

Prior to this appointment, Bayer’s marketing operations were managed through multiple agencies. In 2019, the company brought on MullenLowe, part of IPG, to oversee creative for its consumer “power brands”, while Omnicom’s BBDO continued to handle others, including Aspirin and Claritin. On the media side, WPP’s MediaCom previously served as Bayer’s global full-service media agency.

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R/GA’s Global CEO Robin Forbes and Chair & Global Chief Creative Officer Tiffany Rolfe are two of the global leaders, together with others, who are investing in the company as part of the deal. R/GA’s next chapter will be fueled out of the gate by a $50m Innovation Fund, enabling the company to invest in new skillsets and talent, and acquire new capabilities, emerging tools and platforms. 

Additionally, R/GA has established a Strategic Advisory Council of senior marketing and technology executives to support emerging AI client transformation opportunities across multiple sectors. 

As an independent company, R/GA is activating an AI-enabled model to better serve clients, unburdened by the restrictions and overheads of traditional corporate structures. New remuneration models based on outcomes, agile new team structures, and scaling up its flexible talent model ‘R/GA Associates’, are among the initial changes being implemented. 

Robin Forbes, global CEO at R/GA, said, “Today is a landmark moment for R/GA, as we enter an exciting new chapter as a private company supported by our new partners at Truelink Capital. This announcement also signals a stark contrast to a wider trend towards consolidation in the agency business.”

He added, “Most agencies will struggle to make the pivot in this new age, especially at a time when they’re operating within complex agency structures, saddled with legacy business models. There’s never been a better time and there is no better company than R/GA to implement a new model for this new environment.”

Meanwhile, Tiffany Rolfe, chair and global chief creative officer at R/GA, commented, “At R/GA change is a feature, not a bug, and we believe in the power of brands to transform – which is what we do for clients, and now we’re doing it for ourselves. The dominant industry narrative around AI has focused largely on efficiency gains in the traditional marketing approach, which is only part of the equation.”

She added, “We are leaning into the creative potential to help brands differentiate themselves and exceed rising customer expectations through new kinds of intelligent experiences that haven’t been possible before. To us, it’s an opportunity to accelerate our world-class creative work through technology and design.”

In said partnership, Truelink has earmarked a minimum of $50m to R/GA’s Innovation Fund to enable the company to further build generative technology capabilities that will unlock new growth opportunities for brands. R/GA also plans to leverage this Fund to invest in new kinds of skillsets, talent, product development and future acquisitions. R/GA’s newly established Strategic Advisory Council brings together a select group of high-profile experienced external perspectives across specific sectors to help support transformation opportunities with the greatest returns for clients. 

Luke Myers, co-founder and managing partner at Truelink Capital, said, “We see the growth of AI enabled experiences playing an increasingly important role in unlocking value in marketing services. R/GA is both designed and perfectly positioned to help seize that new opportunity for clients. Which is why we’re so excited to back R/GA’s global leadership team through our strategic investment.”

Houlihan Lokey, Inc. and Morgan Stanley & Co. LLC acted as financial advisors while Willkie Farr & Gallagher LLP provided legal representation to IPG and R/GA.

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MBCS is a media-fueled content practice designed to network and grow Mediabrands’ content and creative capabilities across the world. MBCS Malaysia will focus on the development of short- and long-form original, branded, performance and campaign content. Furthermore, MBCS will provide a suite of entertainment solutions including the development of media, talent, influencer strategies, and production partnerships designed to grow clients’ brands.

Mediabrands has appointed Stanley Clement as CEO of MBCS to lead the said creative efforts across Malaysia, reporting to Bala Pomaleh, CEO of Mediabrands Malaysia. Clement was formerly MD of Reprise Digital overseeing the creative and content business.

“This launch of MBCS in Malaysia reinforces our commitment to continuous evolution in our offerings, by integrating new and innovative content models more tightly into client solutions. By bringing together the best of Mediabrands creativity through the power of our data and media expertise, we will be able to create content experiences that build our brands in more exciting ways than ever before,” said Pomaleh.

Over the past seven years, Mediabrands Malaysia has built a strong presence in the content space. Reprise Creative, SpringCreek and Initiative Studio Malaysia will integrate as one entity under the MBCS banner which will act as the parent creative network, with Ensemble Worldwide remaining as a standalone brand.

Clement will be supported by Phang Mei Jeng as MD of MBCS and Didi Pirinyuang as ECD of MBCS, while they continue leading the Ensemble Worldwide. 

MBCS’s launch in Malaysia is part of MBCS’s larger international growth strategy, which plans to expand the global agency from 12 to 20 territories by the end of 2022. 

“Malaysia has always been very strong creatively, so formalizing their content offerings by way of launching MBCS in the market was a natural next step for us. We’re excited to see the work Malaysia will produce with the added support of MBCS’s global network,” said Alfonso Marian, MBCS’s global chief creative officer and Global CEO.

Marian was inaugurated into the position only in February of this year. Meanwhile, in Greater China Region, Melinda Po was recently appointed as CEO of Mediabrands. 

MBCS was launched by Mediabrands in November 2020.

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In a public letter posted by its CEO Philippe Krakowsky on LinkedIn, he stated that they immediately applied all international sanctions and informed clients in Russia who are prohibited parties that they would no longer continue working with them. Krakowsky also added that since IPG never owned a media business in Russia, they did not have significant concerns that their media buying was either fueling the local economy, or funding media being used by the state.

“As you know, we are first and foremost a company that always strives to live up to our values. We believe in speaking up against oppression, whether that has to do with issues of race, or on behalf of other marginalised communities, and speaking up on behalf of democratic principles. We’re committed to initiatives that support sustainability. And we have always been clear that we value and stand by our people and their well-being,” he said.

The Interpublic Group of Companies is composed of five major networks namely FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists.

Krakowsky also added that they will leave their Russian team, approximately around 200 of them, with enough capital on their balance sheet to pay their people for a minimum of six months.

He further said that they will also be engaging with the team in the coming weeks, as they cede control of all aspects of management and operations to the local leadership team, in order to ensure continuity for any non-Russian clients who remain active in the market.

“We have always been clear that we value and stand by our people and their well-being. That’s core to our culture, since the nature of our business requires that we have the industry’s best talent – and that we each act as part of an interconnected global network, showing up for each other and working together for the common good,” Krakowsky said.

IPG is the latest advertising group to exit the Russian market after WPP previously announced that it will be discontinuing its work in Russia. Outcry in the advertising industry has been rampant regarding the crisis, including a statement from the renowned award-giving event Cannes Lions, which said that it has banned Russian entries and delegates for this year’s awards ceremony.

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The report showed that the net impact of the Olympics on television advertising revenues was relatively minimal overall, as some brands opted not to run creatives tied to the Olympics before and during the event, due to the mixed feelings of the public towards the Games. Still, revenues for the major television networks were up by double-digits in the second quarter of 2021 compared to the second quarter of 2020 but were flat or down compared to 2019. 

In addition, the Olympics also had a relatively mild impact on OOH advertising, as the games were held during a state of emergency during which people were discouraged from going outside or using public transportation. Additionally, people were barred from entering the areas near the Olympic stadiums. 

OOH revenues, both static and digital, were ultimately up just +3% for the full year, reaching US$3.8b (¥400b). Transit mobility was slow to recover in 2021 and was still down -19% in November 2021 compared to the January 2020 baseline, contributing to reduced exposure to advertising. 

Television fared slightly better, with revenues rising +7% to reach US$14.7b (¥1.6t), around 95% of the pre-COVID total. Radio, cinema, and print continued to lag through 2021. Radio revenues eroded by another -2%, cinema by -4%, and print by -3%. 2022 is expected to bring a recovery for these linear ad formats, in addition to continued growth for television (+4%) and OOH (+5%). Over the long term, however, the report anticipates that linear advertising formats will continue to lose share to digital, with total linear revenues eroding by -3% to -5% per year and falling to US$20.8b (¥2.2t) by 2026, a 34% market share.

Generally, digital ad sales in Japan will continue to drive market growth, with total digital net advertising revenues anticipated to rise +15% to reach US$30.5b (¥3.3t), with a 56% market share. Linear net ad revenues will also see some growth, +4%, though will remain well below 2019 levels: US$24.4b (¥2.6t) compared to $26.9b (¥2.9t) in 2019. 

Japan remains the third largest ad market in the world and the second largest in APAC, behind China, with US$50b (¥5.3t) net ad revenues in 2021 and US$55b (¥5.6t) expected by the end of 2022. Meanwhile, the APAC region’s advertising economy grew by +16.5% in 2021, following the recession of 2020 (-0.8%). In 2022, the Asia-Pacific ad market will expand by +11.2%, close to the global average of +12% and in line with the pre COVID long-term regional growth.

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