The advertising ecosystem is tense as conversations around large-scale creative consolidation gain momentum after the EU granted unconditional clearance to the Omnicom–IPG merger. At the centre of this growing chatter is FCB India—a subject that many earlier brushed off as idle rumour but is now being seriously debated across senior leadership circles.
Neither network has issued any official statement so far, but several top industry insiders believe that the possibility of FCB being shut down, merged, or significantly restructured “has moved beyond speculation”. This has reportedly led to quiet job-hunting and rising concern among teams across its Mumbai, Gurugram and Bengaluru offices.
The uncertainty is further amplified by global developments at DDB Worldwide. Predictions of a consolidation or potential winding down of the legendary agency escalated following the sudden resignation of Global CEO Alex Lubar. His exit—timed with growing expectations of post-merger rationalisation—has intensified theories that DDB could also undergo a major structural overhaul as the unified Omnicom–IPG framework begins to take shape.
Lubar, who served as global CEO for a little under two years after previously rising through the roles of President and COO, has now joined consulting firm Fundamentalco as CEO.
For context, FCB employs close to 8,600 people across more than 100 offices worldwide. DDB operates with a global staff of over 13,000 across 200+ locations.
“Any merged entity is expected to consolidate operations to achieve cost efficiencies and eliminate overlaps. Some agencies might be phased out or merged into other networks,” senior industry leaders noted.
Another senior leader added, “It is also possible that McCann retains its identity, while MullenLowe and FCB are paired together to operate as a single network or under shared leadership. Similarly, DDB, BBDO and TBWA can be paired.”
IMPACT has reached out to Omnicom Group for comments on the speculation surrounding the future of its creative networks under the new structure. This story will be updated once the company responds.
