Omnicom has carried out a sweeping overhaul of its global media operations following the completion of its $13 billion
acquisition of Interpublic Group (IPG), eliminating the IPG Mediabrands identity and folding all media agencies from
both groups into a single unified Omnicom Media platform.
Omnicom's IPG takeover: Structure and leadership for newly merged networks revealed
The consolidation marks one of the most extensive restructurings ever undertaken in global advertising, reshaping the
media ecosystem around a single operating system and retiring legacy IPG branding.
The revamped Omnicom Media unit: now the world’s largest media organisation, will be led globally by Florian Adamski,
and will house six major media agency brands from the merged portfolio: OMD, PHD, Hearts & Science, UM, Initiative and
These labels will now sit alongside Acxiom, Omnicom’s data and identity powerhouse that fuels the Omni intelligence and
Although brands such as UM and Initiative will continue operating, they will now be positioned solely as part of Omnicom
Media, with the IPG Mediabrands structure officially retired.
DDB, FCB, MullenLowe killed as Omnicom restructures post-IPG merger, cutting 4,000 roles
The restructuring follows weeks of internal review and global leadership discussions with the company’s largest clients,
designed to deliver tighter alignment, faster execution and deeper connections between media investment, customer data
In parallel to the media overhaul, Omnicom is also reshaping its global creative structure.
Its newly defined advertising capability, led worldwide by Troy Ruhanen, will be anchored around three networks: BBDO
Worldwide, McCann and TBWA\Worldwide.
Three of advertising’s most storied creative brands will be phased out during the first half of 2026: FCB will fold into
BBDO; DDB and MullenLowe will be absorbed into TBWA.
The elimination of these brands, some more than a century old, follows Omnicom’s decision to consolidate overlapping
global networks and streamline operations after the merger. People and client rosters will be redistributed locally
Omnicom swings the axe: 4,000 job cuts, iconic agency names retired after IPG takeover
Omnicom has not yet disclosed detailed implementation plans for regions including India.
Omnicom will roll out its newly unified identity on a global stage through key upcoming events:
CES 2026 (January, Las Vegas): official unveiling of the “new Omnicom” and launch of the next-generation Omni AI
Year-end earnings (February 2026): update on integration synergies, expected to exceed earlier $750M targets
Investor Day: to outline capital allocation strategy and provide details of an expanded share repurchase programme
The company has already raised its dividend to $0.80 per share, signalling confidence in cash generation
Omnicom to unveil ‘New Omnicom’ and Next-Gen Omni AI Platform at CES 2026 amid post-merger overhaul
With this consolidation, Omnicom has leapfrogged Publicis and WPP to become the largest advertising holding group
globally, with combined revenue around $25 billion. The retirement of IPG Mediabrands and historic creative names marks
a turning point for an industry undergoing rapid transformation driven by automation, AI-enabled marketing and
competitive pressure from tech giants such as Google and Meta.
Omnicom’s restructuring positions media, data and AI as its core strategic engine, signalling a decisive shift from
legacy creative-led models to technology-powered growth platforms.