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Omnicom is consolidating several of its most important subsidiaries into a new business unit, OAG, that is set to launch at the start of 2025.

New York-headquartered Omnicom is one of the world’s largest marketing consultancies. The company owns dozens of marketing and PR agencies that manage tens of billions of dollars in ad spend for clients. Some of Omnicom’s subsidiaries are boutique firms that focus on a narrow set of markets and employ a few hundred people. Others have thousands of employees whose work spans dozens of industries.

The new OAG business unit will be responsible for managing advertising campaigns on Omnicom clients’ behalf. It will absorb the consulting giant’s DDB, TBWA and Advertising Collective subsidiaries. The latter unit comprises multiple ad agencies with several hundred employees each.

More notably, OAG will also include Omnicom’s iconic BBDO marketing agency. Century-old BBDO, which is credited with inventing the concept of brainstorming, has done work for PepsiCo, Burger King and numerous other major consumer brands. It employs 15,000 professionals worldwide.

OAG will be led by CEO Troy Ruhanen, a long-time Omnicom insider who started his career at BBDO’s Australian unit. The new Omnicom unit’s management team will also include Deepthi Prakash and Denis Streiff, who are set to hold the role of COO and Global CFO, respectively.

Moving multiple marketing agencies under a single umbrella can have several benefits. In large-scale ad campaigns that require several agencies to work together, having a shared organizational foundation can make collaboration between the different teams easier. Omnicom says that the move will also unlock new professional development opportunities for staffers at the subsidiaries moving under the wing of OAG.

The business units involved in the consolidation initiative are set to retain their brands. According to Omnicom, clients will have the option to keep working with their current agencies.

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