Omnicom has moved quickly following its acquisition of IPG, unveiling a consolidated global media structure that brings together the media capabilities of both holding companies under one umbrella. With this move, IPG Media brands has been formally retired, and all media agency brands from the combined group will now operate within a single, streamlined Omnicom Media platform.
The unified platform will be led globally by Florian Adamski, who now oversees one of the most extensive media operations in the industry. Six major agencies – OMD, PHD, Hearts & Science, UM, Initiative, and Mediahub — will function within this integrated ecosystem. While UM, Initiative and Mediahub previously sat under the IPG Media brands banner, they will continue to run as distinct agencies within the new Omnicom structure.
According to the company, this consolidation positions Omnicom as the largest media network in the world, giving it unprecedented scale, reach, and negotiating power. A key advantage highlighted in the announcement is the enhanced data and identity infrastructure powered by Acxiom RealID and next-generation ID-less technologies. These tools are expected to strengthen Omnicom’s ability to deliver cross-channel planning and activation in a privacy-conscious environment.
The newly configured network aims to unify paid, owned, earned, and commerce media into a single operational system. By doing so, Omnicom says it intends to offer clients improved precision, measurable growth, and greater value across every stage of the customer journey. The restructuring marks a major shift in the global media landscape, signaling how holding companies may evolve to meet the demands of a fast-changing marketplace.
