Omnicom is continuing to shuffle its agency pack, with reports that Rapp is being merged into the Critical Mass network, as the group transforms its operational model to survive the rapid changes in the industry.
While both will operate as distinct brands for clients, the move comes just three months after MRM was “retired” in the UK and the US, with most UK staff moving over to Critical Mass, which shares an office with Rapp and digital agency Tribal on London’s Bankside.
Both agencies are part of the Omnicom Precision Marketing group.
The operational merger has also triggered the departure of Rapp global CEO Jeannine Falcone, who joined the business from Accenture in 2024, succeeding Marco Scognamiglio. Meanwhile, the UK agency has yet to appoint a permanent CEO following the departure of Gabrielle Ludzker, who left in December. Sam Kennedy is currently acting CEO.
Having been founded in Canada in 1996 as a UX specialist, Critical Mass opened its first UK office in 2007, and then merged with Agency Republic in 2014. Its clients include Apple, BMW, Nike, Lipton, Citi and Diageo.
The new structure is designed to allow Omnicom to better marry Critical Mass’s strong digital and AI capabilities with Rapp’s CRM and customer experience offering. Rapp’s clients include Ikea, KFC, Costa Coffee and Virgin Media O2.
Combined, Critical Mass and Rapp employ around 3,000 staff members globally. While Omnicom aims to build stronger end-to-end digital and data-driven solutions for brands, the sweeping restructuring effort also comes amid wider acquisition-related synergies and cost-saving measures across the holding company following its acquisition of IPG.
The Omnicom Precision Marketing group was first created in 2017 to address what the holding company called “the growing demand for seamlessly integrated solutions and teams”.
The division is part of the group’s Diversified Agency Services (DAS) network and initially included Proximity and Rapp, as well as their global networks, plus Targetbase, Javelin and Organic.
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