Omnicom responds to reports it may retire the DDB brand amid IPG merger
Omnicom has addressed industry speculation that its historic DDB brand could be retired as part of the holding company’s upcoming merger with Interpublic Group (IPG).
The rumours surfaced following reports that the nearly 80-year-old network, founded in 1949 by Bill Bernbach, James Edwin Doyle and Maxwell Dane, may not continue in its current form once the Omnicom–IPG deal closes.
DDB is widely regarded as one of the creative industry’s most iconic agencies, responsible for defining work for Volkswagen, John Lewis and McDonald’s. This year DDB was named Network of the Year at Cannes Lions and Pacific Agency of the Year, with standout performances from both DDB Group Australia and DDB Group Aotearoa.
The suggestion it could disappear has sparked significant industry reaction, with many industry veterans taking to social media to express concern over the potential retirement of one of advertising’s most influential names.
According to The Drum, Omnicom did not confirm the reports but issued a formal statement, noting that regulatory approvals for the merger are still pending and both companies continue to operate independently.
“As it relates to our brands, we are undertaking a rigorous and considered process to ensure we have the very best solutions for the future for us and for our clients,” Omnicom said, adding that once plans are finalised, communicating them to staff and clients will be the first priority.
The response suggests active internal discussions on brand architecture and future positioning as the merger proceeds, though no formal decision has been announced.
According to The Drum, Omnicom chief Troy Ruhanen had previously stated in March that the company “won’t be backing away from creative agency brands,” adding that sibling rivalry between networks like BBDO, DDB and TBWA would remain healthy.
Omnicom’s agency groups include BBDO, DDB and TBWA, while IPG’s include FCB, McCann Worldgroup and MullenLowe Group. Any consolidation across the combined portfolio would represent one of the most significant brand restructures in holding company history.
As of a few weeks ago, all email addresses belonging to staff at BBDO, DDB and TBWA across both sides of the Tasman, have changed to the omc.com domain, as reflected in the most recent update on Portfolio & Reel.
While no confirmation has been given on the fate of the DDB brand, the agency’s legacy, and its continued creative relevance, make this one of the most closely watched narratives in global advertising as the Omnicom-IPG merger advances.
Further details are expected to be communicated once the merger process is finalised.
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin