Omnicom brings BBDO, DDB, TBWA and the Advertising Collective under one umbrella
Omnicom will fold its creative agency networks BBDO, DDB, TBWA, and the Advertising Collective into Omnicom Advertising Group.
OAG will be led by Troy Ruhanen as global CEO, Deepthi Prakash as chief operating officer and Denis Streiff as global CFO.
John Wren, chairman and CEO of Omnicom said: “Clients want best-in-class talent, innovation and seamless delivery of creative services around the globe. OAG will deliver on that promise while allowing our agency cultures to remain strong and evolve through shared investments and best practices.
“With Troy at the helm of this new division, I’m confident our creative agencies and all our incredibly talented minds will continue to set the bar for the industry.”
The agency networks within OAG will report to Ruhanen and will be led by:
- Nancy Reyes, who was recently promoted to Global CEO of BBDO
- Alex Lubar, Global CEO of DDB
- Erin Riley, who is being elevated to CEO of TBWA\Worldwide from her previous role as TBWA\Chiat\Day US CEO
- James Fenton, CEO of the Advertising Collective
Ruhanen added: “OAG will make the best even better. One of the most exciting parts of this new division is that we can collectively invest in innovative offerings – such as Omnicom’s recent first-mover partnerships in GenAI,” said Ruhanen. “This will take our world-class creativity to the next level and keep our clients at the top of their industries. While we are excited to grow together, we will continue to celebrate and protect the uniqueness of each agency’s culture and entrepreneurship.”
Existing clients will continue to be serviced by the agency and teams they currently work with the changes taking effect on January 1, 2025.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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I’d be calling recruiters if I was anyone within those businesses. This is going to be an absolute bloodbath.
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BBDODDBTBWA sounds like something Wayne Carey would say to a girl in a nightclub.
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Are they folding?
The Omnicom press release reads more as a leadership alignment with a note on “[retaining each agency brand’s] unique brand, culture and people.”
Don’t know if that classifies as a fold… although, judging by what happened in Canada, a full consolidation somewhere down the line can’t be ruled out!
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I can see more redundancies in the near future…
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TDDBBDOWA OmniCollective
Or just TBD?
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Can’t wait for the new consolidated agency name “BBDODDBTBWA & Partners” can you imagine the new email addresses?
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For brand guardians, it’s not a good look is it.
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Is see growth for the three networks ahead. Troy and his teams are the real deal, with a track record of growing agencies.
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