As Omnicom Group edges closer to finalising its US$13.5 billion acquisition of Interpublic Group (IPG), rumours are mounting that one of advertising’s most storied names—DDB—may soon be retired.
Founded in 1949 by Bill Bernbach, James Doyle and Maxwell Dane, DDB helped spark the creative revolution that transformed modern advertising. Its groundbreaking campaigns, such as Volkswagen’s Think Small, cemented its reputation as a beacon of originality and brand storytelling.
Yet as global holding companies seek efficiency and scale, Bernbach’s famous belief that “creativity is the most powerful force in business” may face its toughest test.
Merger Reshapes Global Creative Landscape
Following U.S. Federal Trade Commission approval in late September, Omnicom and IPG are moving forward with integration plans that will streamline their combined creative operations around three global networks: BBDO Worldwide, McCann (dropping “Worldgroup”), and TBWA\Worldwide.
DDB currently stands as one of Omnicom’s three flagship creative networks, alongside BBDO and TBWA. But with overlapping IPG agencies such as McCann, FCB and MullenLowe soon joining the fold, consolidation is widely expected.
If reports prove accurate, DDB’s brand would be phased out as part of Omnicom’s post-merger integration strategy—a move that would end a 75-year legacy synonymous with creative excellence.
Omnicom Silent as Industry Watches Closely
Omnicom has so far declined to confirm or deny the speculation. In a statement to Adweek, an Omnicom spokesperson said the company was “undertaking a rigorous and considered process to ensure we have the very best solutions for the future for us and for our clients,” adding that both companies “remain independent entities until the acquisition is finalised.”
When the merger closes—expected in the fourth quarter of 2025—the combined group will form the world’s largest advertising holding company, surpassing both WPP and Publicis Groupe with estimated annual revenues above US$25 billion and a workforce exceeding 100,000.
Signals of Consolidation Already Emerging
Hints of DDB’s gradual absorption have appeared in recent years. In Canada, DDB was integrated under the Omnicom Advertising Group banner in 2023. In New York, the merger of Adam&Eve with DDB Worldwide to create Adam&EveDDB marked a key step toward unified branding.
In Asia-Pacific, DDB continues to manage major clients including Coles, Volkswagen and DoorDash in Australia, McDonald’s Hong Kong, Google across Indonesia, and Audi in Singapore. However, the network has suffered notable client losses over the past year, including McDonald’s and Westpac in Australia.
Leadership changes have also reshaped the network. The departure of long-time executive David Tang in 2023—after 25 years with DDB and a pivotal role in building its creative strength across Asia—symbolised a wider transition.
Strategic Intent Behind the Move
Omnicom chairman and CEO John Wren has previously acknowledged that brand consolidation would follow the merger, saying decisions would be based on “what’s going to lead to greater growth and greater career opportunities for our best and most talented people.”
Wren described the merger as a chance to create “the industry’s most talented team and a powerful platform designed to accelerate growth through strategic advantages in data, media, creativity, production and technology.”
Industry observers note that Omnicom’s severance expenses—more than doubling this year to US$127 million—suggest rationalisation efforts are already underway.
Uncertain Outlook for Regional Markets
The implications of the merger for regional markets, including Australia, remain uncertain. Local staff across Omnicom and IPG networks have reportedly been instructed not to discuss the deal until completion.
While the strategic logic of consolidation may be clear, the potential retirement of DDB would mark the end of an era in global advertising—a reminder that in today’s business climate, even the most creative legacies are not immune to corporate realignment.
Or as Bernbach might have put it: great advertising builds brands, but great business decisions build empires.
