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It’s not just Interpublic Group (IPG) undergoing top-level reshuffles ahead of Omnicom’s anticipated acquisition in the second half of the year—key agencies within the Omnicom Group are also witnessing a quiet wave of transitions.
OMD Worldwide, Omnicom’s global media and marketing network, recently refreshed its brand identity with a new positioning and updated logo.
Unveiled during a global town hall on February 10 by CEO George Manas, the new statement—“We Create What’s Next”—highlights OMD’s commitment to leveraging technology, expertise, and scale in an evolving media and consumer environment. The town hall, livestreamed to 14,000 employees across 100+ countries, also spotlighted the agency’s $1.8 billion in net new business for 2024.
Meanwhile, at the creative agency BBDO India, CEO Suraja Kishore stepped down in April. A new CEO is yet to be named. Around the same time, Ranjeev Vij, Executive Director (North) at TBWA India and Managing Director of Nissan United, also exited the group.
e4m has reached out to the agency for comment and will update the story upon receiving a response.
The churn within the group began even before the December 2024 announcement of the IPG acquisition. In October 2024, Omnicom-owned Wieden+Kennedy exited the Indian market, ending its 17-year run. The move involved closing the Mumbai office and downsizing the Delhi team, attributed to a global realignment strategy rather than expansion in India.
Insiders suggest that further transitions may follow as the group recalibrates its India operations.
Exits and Layoffs
Globally, the Omnicom Group has seen a major churn over the past five months. For instance, Omnicom Health Group CEO Matt McNally stepped down, and the group reportedly cut around 3,000 roles in 2024.
It’s not clear how many roles were cut in India, however, sources indicate that more cuts are expected globally this year too.
The group is now targeting $750 million in cost savings post-acquisition, largely through workforce reductions, especially in middle management, regional, and back-office functions.
During an earnings call, Chairman and CEO John Wren detailed the company’s cost-cutting strategy, including a 40% reduction in corporate expenses. He emphasised streamlining operations by eliminating redundancies and consolidating leadership under a Unified Practice Area structure.
The merger
Announced in December 2024, the Omnicom-IPG deal is poised to create the world’s largest advertising and marketing company, ushering in a major industry shift at a time when AI and technology are rapidly reshaping how agencies work with clients.
With both groups headquartered in the U.S., the mechanics of the merger are expected to move swiftly once regulatory approvals are in place.
The merged entity, which will retain the Omnicom name, is expected to derive 85% of its revenue from its top 10 markets. IPG’s agency brands will operate under the Omnicom Advertising Services (OAS) umbrella, each led by a single OAS leader in major markets reporting to regional heads. Other IPG services will be absorbed into Omnicom’s existing practice areas.
“For decades, Omnicom has stood as one of the world’s leading advertising holding companies, steering global brands through waves of change. Now, under John Wren—who has led the company since 1997—it is making its boldest move yet,” said an industry veteran.
In 2024, Omnicom reported revenues of $4.3 billion, with 5.2% organic growth—driven by strong gains in media, advertising, and precision marketing—despite a challenging global economic backdrop, experts noted, lauding Wren’s leadership.
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