Adweek reported Omnicom delivered a vague response to rumors that the White holding company will erase White advertising agency brands like DDB upon completing its acquisition of IPG.
Online chatter included weeping and gnashing of teeth over the possible obliteration of iconic mastheads.
Yet such probable moves should not be surprising, as Omnicom has been a leader in orchestrating the commoditization of Adland, building a global portfolio of generic, exchangeable White advertising agencies.
Indeed, the White holding company deemed once-storied Goodby Silverstein & Partners equal to Fathom Communications—a shop that ultimately folded its Chicago office before folding sister offices into assorted White ad agencies within the Omnicom empire.
The rumors reflect reality.
Omnicom Responds To Rumors That It Will Sunset DDB
Following unconfirmed reports that the DDB brand could be retired, Omnicom says it is still evaluating its agency structure
By Audrey Kemp
Omnicom Group has responded to reports that it plans to retire the DDB agency brand following its $13.5 billion acquisition of Interpublic Group, which is expected to close by the end of November.
The company did not confirm or deny the reports, but said it is evaluating its agencies ahead of the deal closing.
International advertising publications speculated on Wednesday that Omnicom intends to consolidate its creative operations around three global networks—BBDO, TBWA, and McCann—once the acquisition receives final regulatory approval. If accurate, the move would eliminate DDB as a standalone global brand.
In a statement to ADWEEK, an Omnicom spokesperson said the company is “undertaking a rigorous and considered process to ensure we have the very best solutions for the future for us and for our clients,” adding that Omnicom and IPG remain independent companies until the acquisition is finalized.
Consolidation underway
Founded in 1949 by Bill Bernbach, Ned Doyle, and Max Dane, DDB is one of Omnicom’s three main creative agency networks, alongside BBDO and TBWA.
DDB has already begun consolidating some of its operations. Earlier this year, the network unified its North American agencies—DDB Chicago, adam&eveDDB, and multicultural shop Alma—under newly appointed North America CEO Caroline Winterton and COO Isaac Mizrahi.
In 2023, DDB New York merged with adam&eveNYC under the name adam&eveDDB.
Last year, Omnicom aligned its creative networks DDB, BBDO, and TBWA, as well as agencies including Goodby Silverstein & Partners and GSD&M, under an umbrella called Omnicom Advertising Group (OAG).
Further streamlining Omnicom’s creative portfolio would mirror similar moves by WPP, Publicis Groupe, and Dentsu to integrate creative, media, data, and tech capabilities under fewer brands.
A creative legacy
DDB operates in more than 40 markets worldwide, and its subsidiaries, such as adam&eveDDB London, are among the most awarded in the industry. It’s unclear how those entities would be integrated if the DDB brand was retired.
Over the past several decades, DDB has produced celebrated work like Volkswagen’s “Think Small” and McDonald’s “You Deserve a Break Today.”
More recently, however, DDB’s creative output has faced scrutiny.
In June, Cannes Lions withdrew the Grand Prix awarded to DDB’s São Paulo-based agency DM9 for Whirlpool brand Consul’s “Efficient Way to Pay,” after determining the case film contained AI-manipulated footage. DM9 chief creative officer Icaro Doria stepped down, but DDB retained the Cannes Lions Network of the Year title.
Omnicom’s all-stock acquisition of IPG, announced in late 2024, would create the world’s largest advertising holding company by revenue, overtaking rivals Publicis and WPP. The deal is projected to generate about $750 million in cost synergies.
Omnicom is in the final stage of gaining regulatory approval from the European Union, the last remaining market under review.
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