Omnicom has formed Omnicom Advertising Group (OAG), a new global a new global organisation to align its creative networks BBD0, DDB, TBWA and other top agencies within the Advertising Collective.

The OAG will be led by Troy Ruhanen as Global CEO, Deepthi Prakash as Chief Operating Officer, and Denis Streiff as Global CFO. Newly appointed global agency leaders will report directly to Ruhanen, with Nancy Reyes promoted to Global CEO of BBDO, Alex Lubars as Global CEO for DDB, Erin Riley as CEO of TBWA Worlwide, and James Fenton as CEO of the Advertising Collective ( which includes Goodby Silverstein & Partners, GSD&M, Merkley & Partners and Zimmerman).

With a similar structure to the Holdco's Omnicom Media Group (OMG), which encompasses the likes of PHD, OMD, and Hearts & Science, OAG's agencies will retain their unique brand, culture, and people, while capitalising on the group's shared and scaled investments in innovative tools, technologies, specialist capabilities, and AI platforms. Omnicom's recent first-mover partnerships in GenAI will be part of the innovative offerings of OAG.

"OAG will make the best even better. One of the most exciting parts of this new division is that we can collectively invest in innovative offerings - such as Omnicom's recent first-mover partnerships in GenAI. This will take our world-class creativity to the next level and keep our clients at the top of their industries. While we are excited to grow together, we will continue to celebrate and protect the uniqueness of each agency's culture and entrepreneurship," said Ruhanen.

John Wren, Chairman and CEO of Omnicom, said: "Clients want best-in-class talent, innovation and seamless delivery of creative services around the globe. OAG will deliver on that promise while allowing our agency cultures to remain strong and evolve through shared investments and best practices. With Troy at the helm of this new division, I'm confident our creative agencies and all our incredibly talented minds will continue to set the bar for the industry."

Omnicom has previously organised its portfolio by aligning its agencies into marketing disciplines such as Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG) and Omnicom Public Relations Group (OPRG). Existing clients will continue to be serviced by the agency and teams they currently work with, now with the enhanced capabilities of the wider group. The changes will take effect on January 1, 2025.