Acxiom is in charge for new data-dominated Omnicom

It took 357 days and $13.5bn to complete but Omnicom has finally revealed what the group will look like following its acquisition of rival holding company Interpublic Group, with data and tech in charge, and a round of cuts which will see 4,000 jobs and numerous agency brands ditched.

Core to Omnicom’s new organisational and growth strategy is Acxiom, IPG’s data management company, which will power the group’s media ecosystem, and “will unify paid, owned, earned, and commerce channels into a seamless system that drives value, precision, and measurable growth in a privacy-first world”.

Acxiom is also at the heart of Omnicom’s data strategy, which the group sees as a unique advantage in the market. Acxiom’s RealID “unifies 2.6 billion verified global IDs, each with hundreds of cultural, media, and commerce signals, giving brands an unparalleled, privacy-first understanding of people worldwide – without relying on third-party cookies”.

This will aim to challenge Publicis Groupe, which this year bought Lotame and added it Epsilon, claiming access to 4 billion unique profiles.

Along with data and media, the other key areas that Omnicom claims will give it an advantage in the market are creating “most influential” content; “connected commerce excellence”; and scaled generative AI capabilities.

On the advertising side, which seems to grab all the headlines, if not the budget, BBDO, McCann and TBWA will be the flagship brands under the Omnicom Advertising Group (OAG) pillar, led by CEO Troy Ruhanen, while there will also be a group of agencies under the US Advertising Collective banner.

DDB, FCB and MullenLowe will be “retired” in 2026, with their clients and staff folded into the surviving brands.

The new leadership team will comprise Florian Adamski, who will be CEO of Omnicom Media, including Hearts & Science, Initiative, Mediahub, OMD, PHD, and UM, as well as Acxiom.

Duncan Painter has been appointed CEO of Omni and Flywheel Commerce Network, featuring Omni, the intelligence platform that will power all capabilities, and Flywheel, the commerce group.

Luke Taylor will be CEO of Omnicom Precision Marketing, including Rapp, Credera, and Critical Mass.

Troy Ruhanen is the new CEO of Omnicom Advertising, including BBDO, McCann, TBWA, and the US Advertising Collective.

Michael Larson has been handed the role of CEO of Diversified Agency Services,

Dana Maiman will be the new CEO of Omnicom Health, including Healthcare Professional & Consumer, Medical Communications, Patient Engagement, and Managed Markets

Mark O’Brien has been appointed CEO of Omnicom Branding, including Interbrand, Siegel+Gale, Sterling Brands, and Wolff Olins.

Chris Foster will be CEO of Omnicom PR, including FleishmanHillard, Golin, Ketchum, Porter Novelli, and Weber Shandwick.

Andm finally, Sergio Lopez is to be CEO of Omnicom Production, including content solutions, production management, and studios.

Sitting above these capability pillars will be Omnicom’s client success leaders (CSLs), led by Jacki Kelley, chief client and business officer, and Andrea Lennon, client experience officer and Omnicom’s Global Growth Team led by George Manas, chief growth and solutions officer.

Meanwhile, as has already been confirmed, John Wren will continue in his role of CEO and chair of Omnicom. He said: “The expertise and dedication of our leadership team and the promise of our Connected Capabilities make us uniquely positioned to turn this moment into a catalyst for intelligent growth – for our people, our clients and our shareholders.

“I am proud to welcome the people, agencies and clients of Interpublic to Omnicom and create a global community of the best and brightest professionals in the industry, all of whom will have access to the most advanced AI tools and Omni, our advanced intelligence platform. Together, we will be the go-to company that shapes how brands grow, people connect and culture evolves.”