McCann Singapore Absorbs MullenLowe in Strategic Post-Acquisition Merge
Paul Soon and Gonzalo Olivera will lead the merged firm as co-presidents, with current CEO Brandon Cheung supporting the transition through 2026.
McCann Singapore and MullenLowe Singapore will merge into a single creative agency under the McCann brand, effective January 1, 2026, following Omnicom's US$13.5 billion acquisition of Interpublic. The integration represents a strategic exception to Omnicom's global plan, which aligns MullenLowe with TBWA in most markets.
Singapore Diverges from Global Consolidation Strategy
While Omnicom's worldwide restructuring typically pairs MullenLowe agencies with TBWA, Singapore's market characteristics justified a different approach. Sean Donovan, President of Omnicom Advertising Asia, explained that the decision followed a detailed market review highlighting the agencies' successful prior collaboration.
"The size and nature of the businesses made McCann and MullenLowe a more natural fit in Singapore," Donovan stated.
The two agencies have previously worked together on campaigns, including "Together, for Better" for Singapore's Ministry of Digital Development and Information, and Philips' "Effortless Rush Hour" campaign in Thailand. Brandon Cheung noted, "This merger formalizes a partnership that's existed for years."
The combined agency will retain MullenLowe Singapore's digital and activation expertise while gaining access to McCann's global network and regional infrastructure. Integration of Omnicom's Acxiom data platform aims to enhance AI-driven content and commerce capabilities, positioning the merged entity to compete with WPP's VML and Publicis in Southeast Asia.
Leighton Cosseboom
Merger Context: US$18B Entity and 4,000 Job Cuts
Omnicom's acquisition of IPG, completed in November 2025, created a US$18 billion annual revenue entity. The deal triggered over 4,000 job cuts globally as the company consolidates legacy brands and operations.
Singapore's rationalization includes workforce reductions, though specific local headcount impacts remain unspecified. The MullenLowe Singapore brand will be retired, in contrast to its continuation in other markets, where it merges with TBWA.
Singapore's status as a regional headquarters hub for multinational clients influenced the consolidation approach. The compact market size and density of Asia-Pacific headquarters made combining two IPG-legacy agencies under McCann's stronger local brand equity more practical than the global TBWA alignment strategy.
Leighton Cosseboom
What This Means for Clients and Competitors
The merger promises clients expanded capabilities through a unified creative partner with broader expertise and faster problem-solving. McCann Singapore gains enhanced full-funnel capabilities by adding MullenLowe's digital strengths to its existing strategic and creative services.
Omnicom emphasized continuity as the priority, with existing senior leaders ensuring uninterrupted client support during the transition. The leadership announcement came in early December as part of Omnicom's broader global team restructuring following the IPG acquisition.
The Singapore integration serves as a testbed for market-specific consolidation approaches within Omnicom's larger restructuring strategy, demonstrating flexibility in regional execution while pursuing efficiency gains across the combined organization.
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