Omnicom Group, one of the world’s largest advertising holding companies, has announced the formation of the Omnicom Advertising Group (OAG).
Troy Ruhanen will serve as global CEO
This new entity brings together several of the company’s most prominent creative networks, including BBDO, DDB, TBWA, Goodby Silverstein & Partners, GSD&M, Merkley & Partners, and Zimmerman, the company said.
Effective January 1, 2025, OAG will be led by Troy Ruhanen, who is currently the CEO of TBWA Worldwide. Joining him in the new leadership team are Deepthi Prakash as Chief Operating Officer and Denis Streiff as Global CFO.
‘Each network will maintain its unique brand identity, culture, and people’
While OAG will unify these agency brands under one umbrella, the company emphasizes that each network will maintain its unique brand identity, culture, and people. The goal is to leverage shared investments in technology, tools, and AI to enhance creative output and accelerate growth.
“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 GenAI,” 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.”
Organized into specialized practice areas
The formation of OAG aligns with Omnicom’s strategy of organizing its agencies into specialized practice areas, such as Omnicom Media Group and Omnicom Health Group. This approach has proven successful in strengthening the company’s services and fostering collaboration across its network.
John Wren, Chairman and CEO of Omnicom, expressed his confidence in OAG’s ability to deliver exceptional creative solutions and meet the evolving needs of clients. “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 Troy 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.”
Advertising agencies have expanded their scope
In recent years, Advertising agencies have expanded their scope beyond traditional TV commercial production to encompass data consulting, e-commerce, and other technology-related services. As a result, holding companies have increasingly consolidated and restructured to adapt to these changes and prepare for the potential impact of AI on the industry.
Omnicom competitor WPP announced last year that it was merging its two major creative agencies, VMLY&R and Wunderman Thompson, to streamline its operations for clients. CEO Mark Read explained at the time that the company’s success in AI would necessitate integrating creative, media, and production services through a more consolidated structure.
