After the deal closed final week, right now brings extra information on technique, construction and management – together with the consolidation of storied company manufacturers.

For a yr, the deal progressed behind closed doorways, with solely scant particulars launched across the edges. Upon conclusion final week, one analyst – Gartner’s Ewan McIntyre – advised The Drum that, if the brand new Omnicom is to maintain its top-spot because the presumptive greatest marcomms group on this planet, it might want to begin “communicating a lot more openly about [its] vision”.

Right now is the day the place the construction, technique and management of the brand new Omnicom begins to come into sight, together with affirmation of the worst-kept secret in promoting: storied company manufacturers FCB and DDB are amongst these to be sunsetted as a part of consolidation efforts, with extra job losses to come back. 

Right here’s every little thing we now know.

An Omnicom-dominated senior management

We’ve identified for some time that John Wren, longtime Omnicom boss, is staying on as chair and chief govt officer (CEO), and that Philippe Krakowsky – his reverse quantity at IPG – would be a part of as co-president and chief working officer. Final week, we realized that his IPG colleagues Patrick Moore and E. Lee Wyatt Jr additionally joined Omnicom’s board.

Right now we are able to verify some extra names to the listing of senior management throughout the group’s top-level management – a tweaked divisional construction that sees some identify adjustments and ‘group’ dropped from most divisions like the previous Omnicom Media Group.

  • Florian Adamski stays on as CEO of Omnicom Media
  • Chris Foster stays on as CEO of Omnicom Public Relations
  • Michael Larson strikes from CEO to chairman of Omnicom Well being
  • Dana Maiman turns into sole CEO of Omnicom Well being
  • Sergio Lopez stays on as CEO of Omnicom Manufacturing
  • Mark O’Brien stays on as CEO of Omnicom Branding (previously Omnicom Model Consulting Group)
  • Duncan Painter stays on as CEO of Omni and turns into CEO of Flywheel Commerce Community, a division that sits on high of Flywheel
  • Troy Ruhanen stays on as CEO of Omnicom Promoting
  • Luke Taylor stays on as CEO of Omnicom Precision Advertising

Provided that the deal was structured as a takeover, it ought to maybe come as no shock, but it surely stays placing that the listing is dominated by Omnicom incumbents. An Omnicom spokesperson right now says that the method was designed as “meritocracy”, albeit one which displays that IPG didn’t have a vertical construction of its personal. The spokesperson says that we are able to anticipate a extra even cut up on the company stage.

Critics may additionally be stunned to see that almost all top-level management roles stay held by males, though Omnicom has highlighted senior enterprise-wide leaders Jacki Kelley, chief shopper and enterprise officer, and Andrea Lennon, shopper expertise officer, as key figures in its new construction.

Company consolidation sees storied manufacturers sunsetted

That listing of high-level enterprise models is essentially unchanged from the legacy Omnicom construction; what’s new is affirmation of which companies will now sit in every group.

Need to go deeper? Ask The Drum


After months of speculation, the consolidation of quite a lot of big-name companies is now confirmed. Storied retailers DDB, FCB and MullenLowe are all to be retired by the center of 2026 and folded into different companies.

In its promoting division, that leaves three main world networks: BBDO, TBWA and McCann. FCB might be folded into BBDO; each DDB and Mullen Lowe into TBWA.

Alongside these main networks, quite a lot of boutique companies will live on beneath the brand new Omnicom Promoting Collective. This listing consists of Antoni, GSP, Grabarz and Companions, GSD&M, Fortunate Generals, Zimmerman, Carmichael Lynch, The Martin Company, Deutsch, Lola, Africa and Merkley & Companions.

Different main companies that can proceed within the new construction embrace the under (this listing is just not exhaustive).

  • Omnicom Promoting will comprise (from legacy-Omnicom) BBDO & TBWA; and (from legacy-IPG) McCann.
  • Omnicom Media will comprise (from legacy-Omnicom) OMD, PHD and Hearts & Science; and (from legacy-IPG) Initiative, UM and Mediahub.
  • Omnicom Public Relations will comprise (from legacy-Omnicom) FleishmanHillard, Ketchum & Porter Novelli; and (from legacy-IPG) Golin & Weber Shandwick.
  • Omnicom Branding will comprise (from legacy-Omnicom) Siegel+Gale, Sterling Manufacturers & Wolff Olins.
  • Omnicom Precision Advertising will comprise (from legacy-Omnicom) Credera, Important Mass and RAPP.
  • Omnicom Well being will comprise (from legacy-Omnicom) Adelphi, Biolumina; and (from legacy-IPG) Area23 & Neon.
  • Omnicom Manufacturing will comprise (from legacy-Omnicom) Espresso & TV and Mom Tongue; and (from legacy-IPG) Studio RX & No6.

Additional job losses confirmed

As the brand new Omnicom consolidates its companies, it has additionally made clear right now that additional job losses are underway. Starting again in October and persevering with by means of December, a spokesperson confirmed 4,000 jobs are being minimize. That is on high of the 3,200 cuts year-to-date listen in IPG’s Q3 earnings, and the three% workers reductions introduced earlier this yr by pre-merger Omnicom.

As well as, the spokesperson confirmed there could also be additional “tendencies” of companies and Omnicom will look to drop all the way down to minority from majority possession for others.

When all is alleged and accomplished, the group will complete round 105,000 employees.

The technique’s centerpiece: Omni

Working by means of virtually each factor of Omnicom’s launch right now is what it sees because the jewel in its crown: knowledge ‘working system’ and ‘intelligence platform’ Omni, which makes up its personal enterprise division alongside commerce group Flywheel Commerce Community.

To Omni it provides Acxiom, the info store that IPG paid $2bn for method again in 2018. By combining Acxiom and Omni, Omnicom hopes to take again an edge over competitor Publicis, which has been constructing its personal related identity-based knowledge functionality, spending billions on data houses Lotame and Epsilon.

With the incorporation of Acxiom, Omnicom says that it may possibly unify 2.6bn world concepts and trillions of knowledge factors, with out counting on cookies.

All of this underpins a large media play: in a grand imaginative and prescient, right now’s launch says that Acxiom, alongside ID-less options, “will unify paid, owned, earned, and commerce channels right into a seamless system that drives worth, precision and measurable progress in a privacy-first world”.

Elsewhere, the brand new technique touts “the trade’s deepest bench of award-winning artistic expertise” and a imaginative and prescient of infusing that expertise with generative AI; main in one of many trade’s increase areas of ‘linked commerce’; and expertise management.

Altogether, Wren stated within the launch, that makes Omnicom “uniquely positioned to show this second right into a catalyst for clever progress – for our individuals, our shoppers and our shareholders”.

Wren stated “I’m proud to welcome the individuals, companies and shoppers of Interpublic to Omnicom and create a worldwide neighborhood of the perfect and brightest professionals within the trade, all of whom can have entry to probably the most superior AI instruments and Omni, our superior intelligence platform. Collectively, we would be the go-to firm that shapes how manufacturers develop, individuals join and tradition evolves.”

Learn extra:


Source link