Omnicom Group has outlined its new structure and leadership lineup following its acquisition of Interpublic Group of Cos. (IPG), marking a major overhaul of the combined organization. Now the world’s largest advertising holding company, Omnicom confirmed it plans to cut an additional 4,000 roles worldwide to achieve its cost-synergy goals, CEO John Wren told Adweek. With IPG integrated into the business, the company is targeting $750 million in annual savings and projecting more than $25 billion in combined revenue.
“I am proud to welcome the people, agencies and clients of Interpublic to Omnicom and create a global community of the best and brightest professionals in the industry, all of whom will have access to the most advanced AI tools and Omni, our advanced intelligence platform,” Wren said in a press statement. “Together, we will be the go-to company that shapes how brands grow, people connect and culture evolves.”
Omnicom’s most sweeping changes are focused on its creative operations. McCann will be the only global IPG creative network to remain. FCB will fold into BBDO, while TBWA will absorb DDB and MullenLowe. The DDB name will survive only as “Bernbach,” a dedicated Volkswagen unit created to honor the historic partnership between Bill Bernbach and the automaker. Adam&Eve will be integrated into TBWA across the U.K., U.S. and Germany, operating as adam&eve TBWA in London.
Leadership shifts accompany the restructuring: former FCB global CEO Tyler Turnbull becomes global CEO of McCann, succeeding Daryl Lee, who moves into the role of chairman. Andrés Ordóñez, FCB’s former global chief creative officer, steps in as McCann’s global chief creative officer. Javier Campopiano, previously McCann’s worldwide chief creative officer, becomes global chief client and chief creative officer for Omnicom Advertising, reporting to CEO Troy Ruhanen. Ruhanen will oversee all agency networks, including the U.S. Advertising Collective, which brings together a range of smaller Omnicom and IPG agencies such as Goodby Silverstein & Partners, GSD&M, Lucky Generals, Zimmerman, Carmichael Lynch, The Martin Agency, Deutsch, Lola, Africa and Merkley & Partners.
Omnicom has also finalized the top leadership team for its six major business groups, media, public relations, production, commerce, advertising and diversified agency services, though further agency-level appointments are still to come. The new structure combines leaders from both Omnicom and IPG, but remains primarily led by current Omnicom executives.
The newly named CEOs include Florian Adamski for media, Chris Foster for PR, Sergio Lopez for production, Duncan Painter for Omni and the Flywheel Commerce Network, and Troy Ruhanen for advertising. Michael Larson, previously interim CEO of Omnicom Health, will oversee diversified agency services. Under his remit are Dana Maiman leading health, Mark O’Brien overseeing branding, and Luke Taylor heading precision marketing. Maiman was formerly CEO of IPG Health.
Although Omnicom has overhauled its creative networks, its media operations remain largely intact. Omnicom Media will consist of five global media agency brands – OMD, PHD and Hearts & Science from Omnicom, and Initiative and UM from IPG – along with Mediahub, which will continue operating with a primarily U.S. focus. The group will also incorporate IPG’s data broker Acxiom.
No media brands are being retired, but Omnicom Media will restructure internally to deploy capabilities faster, said CEO Florian Adamski. The plan includes appointing client success leaders in key markets to better connect agency teams with the broader Omnicom ecosystem, including Acxiom, Flywheel and the Omni platform. Omnicom declined to comment on whether its media agencies might eventually operate under a single P&L.
The restructuring is designed to advance five strategic priorities for the newly enlarged Omnicom. First, the company aims to build the industry’s strongest media network, strengthened by IPG’s data-marketing arm, Acxiom. Second, it plans to elevate its content capabilities, particularly through the use of generative AI. Third, Omnicom intends to lead in connected commerce, including the fast-growing retail media space.
The remaining directives focus on accelerating enterprise-level generative AI solutions and becoming a leader in identity-based marketing. In that area, Omnicom will lean on the combined power of its Omni platform and Acxiom’s Real ID technology, which together encompass roughly 2.6 billion verified global IDs, enabling targeting and measurement without dependence on third-party cookies.
