Maya Robertson
Omnicom has detailed a sweeping reorganization of its agency structure following the completion of its acquisition of Interpublic Group (IPG), outlining new leadership roles, retiring several legacy agency brands, and introducing enterprise-wide teams focused on client growth and cross-network coordination.
The company, now the world’s largest advertising and marketing holding group, is targeting $750 million in annual cost savings from the merger and plans to cut an additional 4,000 roles globally. Combined revenue is expected to exceed $25 billion.
Under the new operating model, Omnicom will organize its business around six capability-led divisions: media, public relations, production, advertising, diversified agency services, and a unit centered on the Omni operating platform and Flywheel Commerce Network. The advertising division—led by former TBWA CEO Troy Ruhanen—will house BBDO, McCann, TBWA and the U.S. Advertising Collective. The DDB, MullenLowe, and FCB brands will be discontinued.
Central to the restructuring is a sharpened emphasis on unified data and AI. The integration brings together Omnicom’s Omni platform with IPG-owned Acxiom, expanding identity capabilities to 2.6 billion verified global IDs. The company says this will strengthen its position in areas such as privacy-focused targeting, connected commerce, and content personalization.
To support clients across the combined portfolio, Omnicom is establishing two new enterprise-wide functions. A Global Growth Team, led by outgoing OMD Worldwide CEO George Manas, will oversee cross-network innovation and new business efforts. Client Success Leaders, under Chief Client & Business Officer Jacki Kelley and Client Experience Officer Andrea Lennon, will coordinate strategy across disciplines to align with individual client goals.
The merger adds further momentum to consolidation in the agency sector. It follows more than a year of M&A activity, including independent agency mergers and collaborations among major holding companies as they retool for a market increasingly shaped by automation, performance measurement, and demand for integrated solutions.
Omnicom plans to showcase the next generation of its Omni platform and its expanded capabilities at CES 2026, part of a broader effort to demonstrate the combined value of the newly merged organization.
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