Omnicom Faces Radical Restructuring Proposal: Two Brands, One Platform
NEW YORK - November 25, 2025 – Marketing consultant Mark Ritson proposes a dramatic restructuring of Omnicom Group, advocating for the consolidation of its creative agencies into just two brands – a premium offering combining BBDO and McCann, and a challenger brand formed from DDB and FCB – underpinned by a single, unified platform, “Omni Cloud,” handling all media, data, digital, and commerce. The proposal, outlined in a recent Adweek analysis, frames the move as a necessary “Great Reset” for the advertising industry, mirroring but exceeding Publicis’s “Power of One” model.
Ritson argues that brands like TBWA, MullenLowe, and The Martin Agency are expendable in a streamlined structure focused on efficiency and profitability. He predicts the consolidated model could yield shareholder margins exceeding 20% while offering clients simplified access to Omnicom’s resources.
The core of the plan centers on Omni Cloud, envisioned as a single profit and loss center with a unified system, designed to provide accountability and operational clarity.
However, Ritson expresses skepticism that Omnicom’s leadership, specifically CEO John wren, possesses the decisiveness required to implement such a radical overhaul. He characterizes Wren as a “peacetime general managing decline,” lacking the “wartime CEO” mentality needed for disruptive change.
Ritson draws a parallel to natural selection, suggesting that, like a mother rat culling her litter to ensure the survival of the strongest, omnicom must be willing to eliminate underperforming assets to secure its future. He posits the critical question is not which brands to eliminate, but how many are truly necessary for success.
Ritson will be teaching the ADWEEK MiniMBA in Marketing in April 2026. Registration is available at https://minimba.com/?utm_source=adweek&utm_medium=web_referral&utm_campaign=launch&utm_term=article.
