DDB Asia Under Review as Omnicom-IPG Merger Advances
DDB Asia could be reshaped by Omnicom’s $13.5B IPG acquisition. Here’s what to know.
Omnicom Group is conducting a "rigorous" review of its agency brands that could reshape DDB's future in Asia, as the company moves closer to finalizing its US$13.5 billion acquisition of Interpublic Group (IPG). The merger, targeting closure by November 2025, will create the world's largest advertising holding company with over 100,000 employees and US$25 billion in annual revenue.
DDB Network Faces Uncertain Future Across 40 Countries
While DDB may be scaled back significantly, Omnicom indicated the network is expected to remain in select key local markets. The review has intensified speculation about DDB's 90-plus offices across more than 40 countries, with post-merger plans pointing toward three priority creative networks: BBDO, McCann, and TBWA.
"We're ensuring we're structured to deliver the best solutions for our future," an Omnicom spokesperson stated, adding that final decisions have not been made as regulatory processes continue. The company remains "confident" in securing EU approval for the IPG deal, which is in its final regulatory stage.
DDB was recently named Cannes Lions' Network of the Year, but the accolade comes amid mounting pressure on its Asian operations. The network includes specialized units like Adam & Eve/DDB and Alma DDB, which may continue in some capacity even if the broader brand is consolidated.
Leighton Cosseboom
Asia-Pacific Operations Show Signs of Strain
DDB Asia has faced significant account losses that weaken its regional position ahead of the merger. The network lost two major Australian clients in 2024: McDonald's and Westpac. These departures followed leadership transitions, including former CEO David Tang's 2023 exit, creating uncertainty for remaining clients across Southeast Asia, North Asia, and Australia-New Zealand markets.
The network currently services major regional accounts, including Volkswagen (regional), Google (Indonesia), and Audi (Singapore). McDonald's Hong Kong remains a DDB client but faces uncertainty as Omnicom consolidates, with competitors like Leo Burnett actively pitching for the business.
Omnicom CEO John Wren emphasized that "brand consolidation is central to driving growth and career opportunities," signaling the company's commitment to streamlining operations post-merger. Omnicom's 2025 severance costs have doubled year over year, indicating workforce reductions are already underway.
Leighton Cosseboom
Competitors Look to Capture Market Share
The consolidation is accelerating competition in Asia's US$7 billion-plus agency market, which is projected to grow at 7% annually through 2030, driven by digital and e-commerce expansion.
Consultancies are making aggressive moves to capture opportunities created by DDB's instability. Accenture Song acquired a local digital agency in Thailand in 2025 to expand customer experience capabilities, exemplifying how non-traditional players are encroaching on creative services.
Traditional agency competitors, including Ogilvy and Dentsu, are using digital and data capabilities to attract clients considering roster changes. The integration of BBDO, TBWA, and McCann operations with existing DDB accounts will test Omnicom's ability to retain long-standing relationships, including Volkswagen Asia's 15-plus-year partnership with DDB.
Regulatory Approval Expected by Year-End
Omnicom expects to complete the IPG acquisition by November 2025, pending final EU regulatory approval. The merger represents the largest deal in advertising history and will fundamentally reshape competitive dynamics across Asian markets as the combined entity consolidates overlapping operations and brand portfolios.
Founded in 1949 by Bill Bernbach, James Edwin Doyle, and Maxwell Dane, DDB became part of Omnicom in 1986 through a merger. The network's 76-year legacy now faces an uncertain future as the holding company prioritizes integration efficiency over brand heritage.
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