Omnicom (NYSE: OMC) has announced the launch of the Omnicom Advertising Group (OAG), a dynamic new organization poised to take creativity to unprecedented heights. This strategic alignment brings together some of the world’s most renowned creative networks—BBDO, DDB, and TBWA—under one umbrella, along with leading agencies from the Advertising Collective such as Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman.
The newly formed OAG is designed to address the evolving needs of clients by delivering powerful creative solutions on a global scale. Each agency within the group will retain its unique brand identity, culture, and talent while benefiting from OAG’s shared investments in cutting-edge tools, technologies, specialist capabilities, and AI platforms. This collaborative foundation is expected to enhance the agencies’ ability to produce world-class creative work, drive accelerated growth, and unlock significant opportunities for both personal and professional development within their teams.
At the helm of OAG is Troy Ruhanen, who has been appointed Global CEO. Joining him in leadership are Deepthi Prakash as Chief Operating Officer and Denis Streiff as Global CFO. The agency networks within OAG will report directly to Ruhanen, with Nancy Reyes stepping into her new role as Global CEO of BBDO, Alex Lubar continuing as Global CEO of DDB, and Erin Riley being elevated to CEO of TBWA\Worldwide. James Fenton will lead the Advertising Collective as its CEO.
“With the creation of OAG, we’re taking our already exceptional creative capabilities and amplifying them,” said Ruhanen. “By collectively investing in innovative offerings, including Omnicom’s pioneering partnerships in GenAI, we’re ensuring that our clients remain industry leaders. While we’re excited to grow together, we’re equally committed to celebrating and protecting the distinct cultures and entrepreneurial spirit of each agency within the group.”
The formation of OAG marks the latest in Omnicom’s strategic realignments aimed at strengthening its portfolio. The company has previously organized its agencies into specialized Practice Areas such as Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG), and Omnicom Public Relations Group (OPRG). These realignments have allowed Omnicom to deepen its service offerings and foster greater collaboration across its global network, benefiting from scaled investments and experimentation as the marketing world continues to evolve.
John Wren, Chairman and CEO of Omnicom, expressed his confidence in the new division’s potential to set new industry standards. “Clients today demand the best talent, cutting-edge innovation, and seamless delivery of creative services worldwide. OAG is our answer to that demand, ensuring that our agency cultures not only remain intact but continue to thrive through shared investments and best practices. With Troy leading this new division, I am certain our creative agencies will continue to raise the bar for the industry.”
Existing clients of Omnicom’s agencies can expect the same dedicated service they’ve always received, now with the added benefits of OAG’s enhanced capabilities. The formation of Omnicom Advertising Group is set to take effect on January 1, 2025, signaling a new era of creativity and collaboration for the global advertising giant.
For more information about Omnicom and its services, visit www.omnicomgroup.com.