The Omnicom Group has announced that it will be merging its creative agencies globally.

Last year, Omnicom had rolled out Omnicom Advertising Services in India. Omnicom Advertising Services was launched to oversee Omnicom's creative agencies in the region. Back then, the group had maintained that the three agency brands will be working separately.

Now, as part of a global realignment the three agencies will work as Omnicom Advertising Services. Globally, the group includes agencies such as Goodby Silverstein & Partners, GSD&M, Merkley & Partners and Zimmerman. OAG will be led by Troy Ruhanen as global CEO, Deepthi Prakash as chief operating officer and Denis Streiff as global CFO.

Ruhanen said, "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."

John Wren, chairperson and CEO, 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.”

The changes are effective 1 January. Existing clients will continue to be serviced by the agency and teams they currently work with, according to a statement from Omnicom.