Omnicom to Retire DDB Worldwide after IPG Merger Approval: Report
As Omnicom and Interpublic Group prepare to merge, DDB Worldwide could reportedly face dissolution amid a sweeping global consolidation of agency networks.
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Omnicom is reportedly preparing to retire its renowned agency brand, DDB Worldwide, following the completion of its acquisition of Interpublic Group (IPG).
As per reports from B&T, the US Federal Trade Commission (FTC) has approved the merger, setting the stage for an integration plan that will bring together Omnicom’s creative networks under three entities, BBDO Worldwide, McCann, and TBWA\Worldwide.
The move effectively brings an end to DDB (Doyle Dane Bernbach), a name that changed advertising creativity in the 20th century and produced iconic campaigns.
Established in 1949 by Bill Bernbach, James Edwin Doyle, and Maxwell Dane, DDB introduced a creative philosophy centred on intelligent and human storytelling in advertising.
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Over the years, the agency built a strong client roster that included Volkswagen and McDonald’s. In India, its clientele features major brands such as HDFC Bank, Godrej, and the Adani Group.
Reports suggest that DDB’s global influence has been diminishing in recent years. In North America, its New York branch merged with Adam&Eve to form Adam&EveDDB, while DDB Canada was integrated into Omnicom Advertising Group.
Industry reports had earlier anticipated that Omnicom’s acquisition of IPG would prompt brand consolidation across its extensive agency network.
Once completed by the end of 2025, the merger is expected to establish the largest advertising holding company, employing more than 100,000 people and generating revenue that exceeds that of Publicis Groupe and WPP.
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“Together, we will emerge with the industry’s most talented team and a powerful platform designed to accelerate growth through strategic advantages in data, media, creativity, production, and technology,” Omnicom chairman and CEO John Wren said in a recent statement.
Wren also noted that the group’s emphasis will remain on fostering strategic growth and career advancement rather than maintaining legacy structures. “We’ll make appropriate decisions based on what’s going to lead to greater growth and greater career opportunities for our best and most talented people,” he told analysts.
Omnicom has projected annual synergies of USD 750 million from the merger, driven mainly by overlapping agencies, shared services, and back-office consolidation. The company reported USD 89 million in restructuring expenses during Q2, signalling that integration efforts are already in progress.
“As we get closer to closing the acquisition of IPG, we’ll be evaluating ways to accelerate savings opportunities prior to the closing date. We continue to expect to achieve our cost savings target of USD 750 million,” Omnicom CFO Philip J Angelastro said during the Q2 earnings call.
