Omnicom Merges Golin With Ketchum, Folds Porter Novelli Into FleishmanHillard
Omnicom consolidates PR portfolio post-IPG acquisition: Golin merges with Ketchum, Porter Novelli folds into FleishmanHillard. What this means for Asian agency operations and client servicing.
Omnicom Public Relations is merging Golin with Ketchum and folding Porter Novelli into FleishmanHillard following the November 2025 completion of Omnicom's acquisition of Interpublic Group. The restructuring creates larger consolidated entities designed to deliver integrated capabilities across the world's largest advertising holding company.
Major Agency Mergers Take Effect
Golin and Ketchum will combine into a single agency with integrated capabilities across brand communications, health, and social innovation. Matt Neale, current Golin CEO, will lead the merged entity as CEO, while Tamara Norman, Ketchum US CEO, becomes global president.
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Porter Novelli will integrate as a dedicated brand within FleishmanHillard rather than operating independently. FleishmanHillard CEO J.J. Carter will continue leading the combined entity, with former Porter Novelli CEO Jillian Janaczek assuming the role of Americas CEO. Sakima Johnson from Porter Novelli will become chief integration officer at FleishmanHillard.
A portion of Porter Novelli's current client portfolio, including US public sector relationships, will continue operating under the Porter Novelli brand.
Weber Shandwick and MMC will remain unchanged at this stage. Omnicom's public affairs agencies including Mercury, GMMB, and Vox Global will also continue operating without modifications.
Financial Pressures Drive Consolidation
The restructuring occurs against a backdrop of financial pressure. Omnicom's PR firms reported a 7.5% year-over-year revenue decline to US$372.2 million in Q3 2025, while IPG's PR units posted low-single-digit growth in the same quarter.
"Clients want stronger, connected and consistent capabilities globally, but they also want uninterrupted workflow," said Chris Foster, CEO of Omnicom Public Relations Group. He described the changes as designed to define "what a modern communications capability should look like."
The company is engaging clients directly to address potential conflicts, particularly where Golin and Ketchum operate in overlapping categories. Most clients have been receptive to the changes, with assurances of uninterrupted service and maintaining current agency teams.
Asian Market Implications
The consolidation coincides with significant pressures reshaping Asian agency operations. According to industry data, 71% of agency teams in Asia Pacific are affected by media fragmentation, while 58% face resource constraints and shrinking newsrooms.
These challenges are driving agencies to diversify beyond traditional media relations into micro-influencers, newsletters, and integrated campaigns. Simultaneously, 31% of Asian PR agencies are prioritizing a move from tactical campaigns to strategic consulting, with 40% planning investment increases in ESG communications.
The merged Omnicom-IPG entity has identified India as its biggest reset heading into 2026, signaling aggressive expansion plans in high-growth Asian markets. Kartik Sharma, CEO of Omnicom Media Asia Pacific India, described 2026 as shifting "from integration to acceleration" via connected capabilities for AI-powered growth.
Technology adoption is accelerating across the region. Omnicom Media Asia Pacific's 2026 Trends Report revealed that 64% of APAC consumers use AI for productivity and 70% of organizations deploy AI agents, creating pressure for agencies to integrate AI-driven capabilities.
Consumer trust dynamics are also shifting. The report found that 61% of APAC consumers distrust large corporations, while one in four actively promote brands they're involved with, pushing agencies toward co-creation strategies and trust-building approaches.
Leadership Changes in Singapore
The restructuring follows recent leadership shifts in Omnicom's APAC operations. Mei Lee stepped down as managing director of FleishmanHillard Singapore after one year, citing a desire to step away from the "conventional corporate path" after 25 years in corporate roles.
The restructuring will unfold in phases throughout 2026, according to Foster.
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