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Omnicom has announced the formation of Omnicom Advertising Group (OAG).

This new entity brings together several of the company’s most prominent creative networks, including BBDO, DDB, TBWA, along with agencies from the Advertising Collective, including Goodby Silverstein & Partners, GSD&M Merkley & Partners, and Zimmerman.

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

This consolidation aims to enhance creative solutions for clients while maintaining the distinct brand identities and cultures of each agency. Agencies will benefit from shared investments in advanced tools and technologies, including AI platforms.

The new structure includes: Nancy Reyes as Global CEO of BBDO; Alex Lubar as Global CEO of DDB; Erin Riley as CEO of TBWA\Worldwide.

James Fenton, CEO of the Advertising Collective, emphasized OAG’s focus on innovation and maintaining each agency’s unique culture.

Omnicom Chairman and CEO John Wren highlighted the division’s goal to provide top-tier talent and creativity while preserving agency cultures.

In recent years, advertising agencies have expanded their scope beyond traditional TV commercial production to encompass data consulting, e-commerce, and other technology-related services. As a result, holding companies have increasingly consolidated and restructured to adapt to these changes and prepare for the potential impact of AI on the industry.

Omnicom competitor WPP announced last year that it was merging its two major creative agencies, VMLY&R and Wunderman Thompson, to streamline its operations for clients. 

The formation of OAG aligns with Omnicom’s strategy of organizing its agencies into specialized practice areas, such as Omnicom Media Group and Omnicom Health Group. 

This approach has proven successful in strengthening the company’s services and fostering collaboration across its network.

The changes will be implemented on January 1, 2025.