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Omnicom-IPG Merger: Omnicom retires DDB, FCB, and MullenLowe in global creative restructure
The operational mandates of these retiring agencies are being absorbed and integrated into the three retained creative networks: BBDO, McCann, and TBWA.
Omnicom Group has undertaken a significant global restructuring of its creative agency holdings following the completion of its merger with The Interpublic Group of Companies. This major consolidation involves dismantling several long-established global agency networks in favor of focusing on three core creative networks.
Under the new structure, the operations of DDB, FCB, and MullenLowe will cease to function as independent global entities. Information suggests that the clients, personnel, and operational mandates of these retiring agencies are being absorbed and integrated into the three retained creative networks: BBDO, McCann, and TBWA.
This move is a strategic part of Omnicom’s effort to create a dominant, integrated entity designed to drive the next phase of the industry through data-led, AI-powered brand building. By streamlining its agency portfolio, the group aims to unify its service offering and more efficiently deploy its proprietary intelligence engine, Omni.
Regarding the leadership structure for the merged organization, reports indicated that the final leadership appointments for the integrated creative group were slated for announcement on December 1. The industry is highly anticipating the details of the final executive structure of the newly focused global entity.
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