Geno’s Post Omnicom–IPG Merger Predictions

The largest merger in advertising history is expected to unfold as early as November, with major shifts likely around November 15.

Here is my full speculation on how this merger could reshape the two holding companies, their agency brands, and the broader industry.

I’ve reached out to several agency leaders for insight, but the responses have been consistent: “We truly do not know.”

The Pre-Merger Landscape

Omnicom Creative Agencies (the acquirer, holding the leverage):
BBDO, DDB, Goodby Silverstein & Partners, GSD&M, TBWA\

IPG Creative Agencies:
Deutsch, Carmichael Lynch, FCB, McCann, MullenLowe, The Martin Agency

These are the key creative players.

We know Omnicom has already established a subgroup called Omnicom Advertising Group, which includes the agencies listed above. The company has also unified internal systems. Most notably, standardizing all agency email domains under Omnicom.

With Omnicom leading the acquisition, it holds both structural and financial leverage in this deal.

Prediction One: Reformulation of Omnicom Advertising Group

Omnicom Advertising Group will likely serve as the new home for select boutique agency brands that remain intact. I predict The Martin Agency will be one of them. Its strong brand identity and consistent creative performance make it a likely survivor of any consolidation.

Prediction Two: Consolidation Under McCann

The remaining IPG agency brands will likely be folded into one primary name…McCann. As one of the industry’s oldest and most recognized brands, McCann is positioned to absorb MullenLowe, Deutsch, Carmichael Lynch, and potentially even FCB.

If FCB folds into McCann, it would represent one of the most unexpected outcomes of the merger. This is my boldest and most uncertain prediction, but it reflects McCann’s deep global infrastructure and leadership positioning.

Prediction Three: Legacy Omnicom Brands Stay Intact With One Major Twist

Pre-Omnicom agencies will have the strongest chance of maintaining their individual brands. TBWA\, BBDO, and Goodby Silverstein & Partners will likely remain untouched. However, I predict a major internal consolidation in which BBDO absorbs DDB and GSD&M into its network.

This would be a significant move, not a minor adjustment. Both DDB and GSD&M are established agencies with rich creative histories, but combining them under the BBDO umbrella could streamline operations and unify client services within Omnicom’s broader creative framework.

Predicted Post-Merger Structure

Omnicom Group (Parent Company)

• Omnicom Advertising Group (Boutique Network)

• The Martin Agency

• Goodby Silverstein & Partners

• TBWA\

• BBDO Worldwide (Consolidated Creative Network)

• BBDO

• DDB (absorbed)

• GSD&M (absorbed)

McCann Worldgroup (IPG Legacy Network)

• McCann

• FCB (folded in)

• MullenLowe

• Deutsch

• Carmichael Lynch