The initiative draws inspiration from the viral #DateMyFriend trend, in which people recommend single friends on social media. According to the brand, the campaign aims to address so-called “swipe fatigue” among young singles by encouraging real-world introductions and social endorsements rather than relying solely on dating apps.

The campaign follows the brand’s earlier #GreenFlag initiative, which highlighted cooking as a desirable quality in a partner. Knorr said its social listening efforts identified a growing frustration among online daters and an emerging interest in community-driven matchmaking trends such as #DateMyFriend.

To explore this shift further, the company commissioned research that found young singles spend an estimated 156 hours a year on dating apps but form only six connections on average. The same study indicated that nearly two-thirds (64%) of respondents would welcome a friend’s recommendation when meeting potential partners.

“The dating world is saturated with monotonous swiping, and our challenge was to cut through that noise with something undeniably real,” said Carlos Andrés Rodríguez, executive creative director at MullenLowe. “#ServingSingles champions the idea that cooks are innately attractive – a quality that shines brightest in the kitchen. It gives people a platform to celebrate their single friends by turning the joy of cooking into the ultimate connector for romance.”

The campaign is centred on user-generated content and offline events designed to encourage people to nominate single friends who enjoy cooking. A branded mission on TikTok invites users to recommend friends, with Knorr highlighting selected posts across its channels. The effort is also supported by media partnerships and in-person referral events intended to bring the online conversation into real-world interactions.

“At Knorr, we connect with consumers by engaging in cultural conversations that matter to them,” said Nicky Neerscholten, global head of digital and masterbrand at Knorr. “We’re giving visibility to single friends, shifting the focus from digital swipes to genuine, human recommendations. Food has always been a universal connector, and this campaign showcases how this resonates in markets around the world.”

The campaign was developed through collaboration among several agencies. MullenLowe led the creative development, while Mindshare, part of WPP’s media network, handled media strategy across social and traditional channels. Weber Shandwick developed the global public relations strategy, with regional teams overseeing local implementation.

According to the company, the integrated campaign aims to spark a broader conversation about cooking as a social connector, positioning the kitchen as a starting point for meaningful relationships while encouraging people to support their single friends in finding partners.

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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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Coinciding with Indonesia’s 79th Independence Day celebrations, Lifebuoy’s campaign presents a heartfelt film that pays tribute to the nation by featuring real-life national and everyday heroes, including Indonesia’s first Olympic Gold medallist Susy Susanti, the country’s first world boxing champion Ellyas Pical, ‘Disability Womenpreneur’ Nicky Clara, and sculptor Fransisca Ardiyusanti.

The campaign is part of Lifebuoy’s celebration of 90 years of protecting the dreams of generations of Indonesians. By shining a spotlight on the country’s national icons, the campaign aims to inspire Indonesians with the stories of fellow citizens who have pursued their dreams. 

The campaign film weaves in the powerful message that no dream is realised in a day but must be nurtured and protected daily—starting with maintaining a healthy body and safeguarding ourselves from illness.

Khim Yin Poh, global vice president at Lifebuoy, said, “Lifebuoy has been serving generations of Indonesians by helping them stay protected from illness since 1934. Our 90th anniversary milestone was the perfect occasion to not only reaffirm Lifebuoy’s commitment to protecting people’s good health and dreams in Indonesia for now and for the next 90 years, but also to express our gratitude to thank Indonesians for the privilege of being a part of their lives for many years. 

“We wanted to feature renowned individuals who have achieved greatness, who are also real people with real aspirations and families behind them. Some of the featured celebrities also turned out to be long-term Lifebuoy users, bringing in a sense of their own family’s history with the brand, which enriched the campaign further,” Poh added. 

As part of the campaign, Lifebuoy hosted a press conference featuring Susy Susanti and Nickly Clara, both of whom are highlighted in the film, as speakers. The campaign received further amplification through mainstream media coverage and social media content shared by influencers and celebrities. Additionally, 30-second versions of the video were created and distributed across various digital and e-commerce platforms, including TikTok.

Vinay Vinayak, global business director of MullenLowe Singapore, said, “Lifebuoy is a pioneer for the prevention of illness through a germ protection soap. In its 90th year in Indonesia, we thought it would be fitting to create a heartfelt reminder for people with the message that dreams are not realised in a day, but in fact they need to be nurtured and protected every day, just like good health. Preventing the outbreak of infectious diseases is becoming more important than ever, but we know that dry statistics are usually not very compelling in helping people proactively adopt good hygiene habits, so we wanted to find an emotional way to get Lifebuoy’s message of hygiene across. Early reactions to the campaign have been positive, and we believe this trajectory will continue over the coming months.”

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