Omnicom to cut over 4,000 jobs, fold legacy ad brands after IPG takeover | Omnicom’s Troy Ruhan…

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Omnicom’s Troy Ruhanen: DDB axe & agency restructure based on ‘relevance, not legacy’

The Omnicom Advertising chief explains why BBDO, TBWA and McCann will anchor the group’s creative offering as DDB, FCB and MullenLowe are retired by 2026.

Omnicom Advertising boss Troy Ruhanen says the decision to rationalize its creative networks to BBDO, TBWA and McCann became clear once the group examined where its agency brands were strongest and most relevant to global clients.

Ruhanen spoke to The Drum on the day staff began learning about the fates of their agencies and jobs after Omnicom completed its takeover of IPG. He said the final structure emerged quickly as the leadership team measured Omnicom and IPG’s creative agency networks against a set of criteria in the world’s biggest advertising markets.

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