Omnicom, one of the world’s leading advertising and marketing communications companies, is set to launch a new global organization that will bring together some of its most prominent creative networks under one unified leadership. The new Omnicom Advertising Group (OAG) will encompass major agencies such as BBDO, DDB, TBWA, as well as other leading agencies within the advertising collective including Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman.
Heading the OAG will be Troy Ruhanen as global CEO, Deepthi Prakesh as chief operating officer, and Denis Streiff as global CFO. This strategic move aims to address clients‘ increasing demand for powerful creative solutions by consolidating the expertise and resources of these renowned agency brands.
Each agency under the OAG umbrella will maintain its unique brand, culture, and talent while benefiting from the group’s shared investments in innovative tools, technologies, specialist capabilities, and AI platforms. This collaborative approach is designed to enhance the agencies‘ ability to deliver world-class creativity, drive growth, and provide greater opportunities for personal and professional development for their talent.
The agency networks within OAG will report to Ruhanen and will be led by key executives such as Nancy Reyes, global CEO of BBDO, Alex Lubar, global CEO of DDB, Erin Riley, CEO of TBWA\Worldwide, and James Fenton, CEO of the Advertising Collective. This leadership structure is intended to streamline operations, foster collaboration, and leverage the collective strengths of each agency for the benefit of clients.
Ruhanen expressed his enthusiasm for the new division, highlighting the potential for collective investment in innovative offerings such as Omnicom’s recent partnerships in gen AI. This commitment to pushing the boundaries of creativity and staying ahead of industry trends underscores OAG’s dedication to delivering exceptional results for clients while preserving the individuality and entrepreneurial spirit of each agency.
Omnicom’s decision to reorganize its portfolio by aligning its agencies into distinct marketing disciplines reflects a strategic approach to meeting clients‘ evolving needs for integrated and specialized services. The formation of Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG), and Omnicom Public Relations Group (OPRG) underscores the company’s commitment to providing best-in-class talent, innovation, and seamless delivery of creative services on a global scale.
John Wren, chairman and CEO of Omnicom, expressed confidence in the new division’s ability to uphold the company’s reputation for excellence and innovation. He emphasized the importance of maintaining strong agency cultures while fostering collaboration and sharing best practices to drive growth and deliver exceptional results for clients.
The changes introduced by OAG are set to take effect on January 1, 2025, with existing clients continuing to be serviced by their current agency teams while benefiting from the enhanced capabilities and resources of the wider group. This transition period will allow for a seamless integration of operations and ensure a smooth transition for clients and agency partners.
In a related development, OMG Singapore recently announced the promotion of Jourdan Tan to the role of general manager, digital capabilities and transformation. Tan’s new responsibilities include driving capabilities in areas such as SEO, programmatic advertising, performance hub, and planning and supply. He will also oversee the expansion of digital capabilities, talent development, and best practices within OMG Singapore.
Tan’s appointment reflects OMG Singapore’s commitment to staying at the forefront of digital innovation and providing clients with cutting-edge solutions to meet their evolving needs. As part of the executive committee, Tan will work closely with other key leaders to steer the operations of OMG Singapore and drive growth and excellence in digital services.
In conclusion, Omnicom’s launch of the Omnicom Advertising Group represents a significant step towards consolidating its creative networks and enhancing its ability to deliver world-class creativity and innovation to clients worldwide. By bringing together top agency brands under one unified leadership, OAG is poised to set new standards for excellence in the advertising industry while preserving the unique identities and entrepreneurial spirit of each agency. This strategic move underscores Omnicom’s commitment to driving growth, fostering collaboration, and delivering exceptional results for clients in an ever-evolving marketplace.