Omnicom has unveiled a major restructuring of its media operations following the completion of its $13 billion acquisition of Interpublic Group, formally retiring the IPG Mediabrands structure and placing UM, Initiative and Mediahub inside a single integrated Omnicom Media framework. The unified platform has been positioned as the company’s new global media backbone, overseen by Florian Adamski.
In this consolidation phase, Omnicom has reorganised media agencies from both groups into one operating system, and UM and Initiative have been repositioned solely within the Omnicom Media fold, as per media reports. This shift has marked one of the most far-reaching reorganisations in the advertising sector, with legacy IPG branding being phased out as the combined entity adopts a single structure.
As part of the rebuild, Acxiom has been placed alongside the media brands to strengthen the Omni data and planning engine. The changes have followed weeks of internal reviews and discussions with major clients, aimed at sharpening delivery, improving alignment and deepening the integration of media, data and AI capabilities.
Read more: Omnicom Dissolves DDB, FCB & MullenLowe Amid Post-IPG Acquisition Restructure
Alongside the media overhaul, Omnicom has also reshaped its creative organisation. Under Troy Ruhanen’s global leadership, the creative setup has been streamlined around three networks, BBDO Worldwide, McCann and TBWA\Worldwide. FCB, DDB and MullenLowe have been scheduled to phase out in the first half of 2026, with FCB set to fold into BBDO and DDB and MullenLowe to move into TBWA. Teams and client accounts have been prepared for redistribution on a market-by-market basis.
These changes have reflected Omnicom’s broader post-merger plan to eliminate overlap, simplify structures and accelerate integration across its creative and media networks.
