Omnicom consolidates its creative networks to form Omnicom Advertising Group (OAG)

New Delhi: Delhi: Omnicom announced the formation of Omnicom Advertising Group (OAG), a new global organisation aligning creative networks BBDO, DDB, TBWA, as well as agencies within the Advertising Collective including Goodby Silverstein and Partners, GSD&M, Merkley and Partners and Zimmerman. 

OAG will be led by Troy Ruhanen as Global CEO, Deepthi Prakash as Chief Operating Officer and Denis Streiff as Global CFO.

Last year, in October, Omnicom brought TBWA, BBDO and DDB Mudra Group under the newly formed Omnicom Advertising Services in India and named Aditya Kanthy as its CEO.

The company revealed that post bringing these agency brands under one leadership, each will retain its unique brand, culture and people, while capitalising on OAG’s shared and scaled investments in innovative tools, technologies, specialist capabilities, and AI platforms. 

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

“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.”

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.”

Existing clients will continue to be serviced by the agency and teams they currently work with, now with the capabilities of the wider group. The changes will take effect on January 1, 2025.