Omnicom has announced the creation of Omnicom Advertising Group (OAG), a transformative new global entity that will unify premier creative networks such as BBDO, DDB, and TBWA, alongside leading agencies within the Advertising Collective including Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman. This strategic move will be spearheaded by Troy Ruhanen as global CEO, Deepthi Prakash as Chief Operating Officer, and Denis Streiff as global CFO.
The formation of OAG aims to meet the growing demand for dynamic and powerful creative solutions. While each agency will preserve its distinct brand, culture, and team, OAG will leverage shared investments in cutting-edge tools, technologies, specialist capabilities, and AI platforms. This integration is set to elevate the agencies’ creative capabilities, foster accelerated growth, and provide expanded opportunities for talent development.
The newly formed agency networks within OAG will report to Ruhanen and include:
– Nancy Reyes, recently appointed global CEO of BBDO
– Alex Lubar, global CEO of DDB
– Erin Riley, promoted to CEO of TBWAWorldwide from her role as CEO of TBWAChiatDay US
– James Fenton, CEO of the Advertising Collective
Ruhanen remarked, “OAG will enhance our already exceptional services. The ability to invest collectively in innovative ventures, such as Omnicom’s recent GenAI partnerships, will elevate our creativity and ensure our clients remain industry leaders. We are eager to grow together while upholding and celebrating the unique culture and entrepreneurship of each agency.”
Omnicom has previously aligned its agencies into specialized marketing disciplines, including Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG), and Omnicom Public Relations Group (OPRG). This restructuring has enabled scaled investments and experimentation, adapting to the evolving marketing landscape.
John Wren, Chairman and CEO of Omnicom, stated, “Clients demand top-tier talent, innovation, and seamless global creative services. OAG will fulfill this need while maintaining the strength and evolution of our agency cultures through shared investments and best practices. With Troy leading this new division, I am confident that our creative agencies and talented teams will continue to set industry standards.”
Current clients will continue to receive services from their respective agencies and teams, now enhanced by OAG’s broader capabilities. These changes will be effective from January 1, 2025.
, aligning top networks under Troy Ruhanen’s leadership for next-gen creativity and growth.){kind=link}