Omnicom Retires DDB, FCB, MullenLowe; BBDO, McCann, TBWA Form Global Creative Trio
CE DESK 
Omnicom retires historic agencies DDB, FCB, and MullenLowe amid restructuring post-IPG merger, consolidating creative powerhouses BBDO, McCann, and TBWA as core networks.
Omnicom has officially retired three of its historic agency brands, DDB, FCB, and MullenLowe, as part of a major restructuring following its acquisition of Interpublic Group (IPG). This change is set to take effect in the first half of 2026. FCB will be absorbed into BBDO, while DDB and MullenLowe will be integrated into TBWA and McCann respectively, effectively retiring the legacy names that have operated for over a century in some cases. This consolidation positions BBDO, McCann, and TBWA as Omnicom’s primary global creative networks, forming its core creative trio.
The restructuring accompanies significant job cuts, with over 4,000 positions being eliminated mainly in administrative roles to achieve at least $750 million in annual cost savings. The move aims to simplify Omnicom’s structure, leverage AI and data-driven capabilities, and enhance operational efficiency across client services.
Clients and staff in revenue-generating roles face a reallocation of accounts and reporting lines, but the company emphasizes stronger media leverage and integrated client service through “Client Success Leaders” and global growth teams. This transformation reflects a broader industry trend towards consolidation and integration of services to compete more effectively on a global scale.
