TBWA, BBDO parked under new Omnicom Advertising Group

Omnicom is launching a new global organisation that brings together some of its creative networks under one leadership. The new Omnicom Advertising Group (OAG) will include major agencies BBDO, DDB, TBWA as well as leading agencies within the advertising collective including Goodby Silverstein & Partners, GSD&M, Merkley & Partners and Zimmerman.

OAG will be led by Troy Ruhanen as global CEO, Deepthi Prakesh as chief operating officer and Denis Streiff as global CFO.

Don't miss: Omnicom Media Group SG picks new GM for digital capabilities and transformation

Bringing these agency brands under one leadership addresses clients’ needs for powerful creative solutions like never before, it said in a statement. 

Under OAG, each agency will retain its unique brand, culture and people, while capitalising on the group's shared and scaled investments in innovative tools, technologies, specialist capabilities, and AI platforms

This foundation will enhance agencies’ ability to deliver world-class creativity and accelerate growth, as well as unlock greater opportunities for personal and professional growth for their talent, added the statement,

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 and 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 gen AI,” 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," added Ruhanen.

Over the years, Omnicom has organised its portfolio by aligning its agencies into marketing disciplines. This includes the formation of Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG) and Omnicom Public Relations Group (OPRG).

"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 Ruhanen 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," said John Wren, chairman and CEO of Omnicom.

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

Earlier this month, OMG Singapore promoted Jourdan Tan to the role of general manager, digital capabilities and transformation.

In this new role, Tan will be responsible for driving capabilities spanning SEO, programmatic, performance hub and planning and supply.

Additionally, Tan will oversee OMG Singapore’s digital capabilities, and drive best practices, talent expansion and knowledge.

He is also part of the OMG Singapore executive committee comprising CEO Chloe Neo; CFO Reynold Seah; head of investments and commercial Anita Yeong; director of people operations and talent Raymond Soh; OMD Singapore CEO Sadhan Mishra; and PHD Singapore MD Sumiati Hashim.

He will continue working with them to steer the Singapore operations, said OMG in statement.

Related articles:
TBWA\Singapore picks Shawn Shantilal as new data analytics and martech director
Naga DDB Tribal picks new ECD, expands creative leadership team
BBDO Guerrero nabs ex-Google creative lead as chief strategy officer