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The global advertising industry could soon see the end of one of its most iconic names. Reports suggest that following Omnicom Group’s planned USD 13.5 billion merger with Interpublic Group (IPG), the DDB brand may be retired.
According to multiple reports, Omnicom and IPG are expected to reorganise their creative networks after the merger. The combined group will reportedly focus on three major global agencies, BBDO, McCann, and TBWA. As part of this process, DDB could be merged into TBWA or phased out completely.
When asked about the reports, an Omnicom spokesperson told Social Samosa, "As regulatory approvals are still pending and until the transaction is closed, we are still operating as two independent companies. However, we can share that, as it relates to our brands, we are undertaking a rigorous and considered process to ensure we have the very best solutions for the future for us and for our clients. This sentiment is informing everything we do in our go-forward plans. Once they are finalised and ready to be shared, communicating them to our clients and our people will be our priority. We will then make that information available publicly. We look forward to the close of our transaction and to moving forward as a combined company."
DDB, founded in 1949 by Bill Bernbach, James Doyle and Maxwell Dane, is known for revolutionising modern advertising with campaigns such as Volkswagen’s Think Small and Avis’ We Try Harder. For over a decade, it has been one of Omnicom’s key creative networks, with a presence across several markets, including India.
If confirmed, retiring DDB would mark the end of a 75-year legacy. Omnicom’s all-stock acquisition of IPG, announced in late 2024, is set to create the world’s largest advertising holding company, surpassing Publicis and WPP. The $13.5 billion deal, expected to deliver $750 million in cost synergies, awaits final regulatory approval in markets including the EU and Mexico, with completion targeted for late 2025.