Even as Omnicom’s acquisition of Interpublic Group (IPG) has triggered widespread restructuring and the dissolution of some of the creative brands and IPG's umbrella agency-Mediabrands, insiders speculate that the narrative around other media agencies may be less dramatic than feared.
"Contrary to speculation of a sweeping shutdown, all IPG-owned media agencies and their leadership teams are likely to be retained—albeit under rebranded identities aligned with Omnicom's global architecture. Even Omnicom-led media agencies and their leaders are likely to be retained for stability," insiders claimed.
The IPG India list of leaders includes Vaishali Verma, CEO, Initiative Media, Aditi Mishra, CEO, Lodestar UM, Shantanu Sirohi, CEO, Interactive Avenues and Vinkoo Chakraborty, Rapport. Omnicom Media’s list has Anisha Iyer, CEO, OMD India, Monaz Todywalla, CEO PHd India and Rochelle Chhaya as CEO of Hearts & Science APAC.
Senior industry executives well-versed withh the transition told IMPACT, “The post-merger exercise is less about erasing brands and more about harmonising them with Omnicom’s nomenclature system. Apart from Mediabrands itself, none of the agency brands are being shuttered.”
“They are expected to re-emerge with new global identities. Lodestar already functions globally as UM, while Interactive Avenues’ global counterpart is Kinesso. We expect the India entities to adopt those names,” an executive said.
If confirmed, this would signal a strategic decision by Omnicom to preserve the talent relationships, IP, and institutional memory embedded in IPG’s India media stack—critical assets in a market where agency-client equations are deeply local and fiercely defended. Retaining leadership teams would also help avoid disruption in a country where billing consolidation, talent wars, and brand loyalties are uniquely intense.
This is also critical for the workforce of both sides. IPG’s media agencies in India currently have a combined headcount of around 1,200, while Omnicom Media Group employs roughly 500. Their creative and other units add several hundred more staff.
Continuity over disruption
The move also suggests that Omnicom may be prioritising continuity over disruption in India—a sharp contrast to its decisions in creative networks globally, where brands like FCB and MullenLowe have been retired.
Experts say such a calibrated approach is pragmatic. With overlapping clients, dual workforces, and existing commercial agreements in play, abrupt dismantling could trigger client exits and talent churn—both undesirable in a market still dominated by WPP which commands one third of the market share.
“The leadership chart in India, more than any other market, will indicate who drives the next phase of growth in the combined Omnicom–IPG universe. This is more than an HR announcement—it is a strategic move in the merger’s global chessboard,” said an analyst.
After all, India is currently the world’s largest consumer market with the advertising spend at around ₹1.07 lakh crore. This is roughly 0.4% of GDP, projected to rise to nearly 0.5% by 2029, according to Bain & Company. The Asia-Pacific region—led by India—is expected to grow at 10–15% CAGR in the next four years, fueled by rising media consumption, platform innovations, and expanding internet access.
With quick-commerce platforms, retail media networks, and AI-driven targeting transforming the digital landscape, marketers who adopt mobile-first strategies, regional storytelling, and attention-led measurement frameworks are poised to capture this momentum over the next five years.
IMPACT has reached out to Omnicom seeking clarification on the India-level media structure and leadership realignment. The story will be updated once the company responds.
