Global Advertising Industry Shake-Up - what it means at a local level.

Tributes for FCB and DDB are already flowing globally in “something we prepared earlier” style obituaries, as it’s announced that the two brands will fold into McCann in New Zealand - and cease to exist around the world off the back of the acquisition of Interpublic Group of Companies (IPG) by Omnicom. It won't come as a surprise to anyone within the organisations impacted; a friend in a senior role at one of the agencies had outlined this likely outcome to me a couple of weeks ago over a catch-up.

“We’ll probably become McCann,” she said. 

“McCann? Wow. That’s so old school to me,” I replied. 

There’s lots of talk about agency brands amidst this advertising landscape upheaval. 

Agency brands mean something. McCann certainly used to mean something to me.

Mention of the name takes me straight back to the late eighties and early nineties: brick cellphones, power suits, shoulder pads, corner offices, big hairdos, red Corvettes. That was the goal for me back then.  When I was younger, dreaming of a glossy type of future in advertising - McCann Erickson really meant something. The holy grail. I had learnt all I needed from Amanda Woodward on Melrose Place and was ready for it.

McCann's positioning as the agency brand of an era gone by was reinforced for me while watching Mad Men, of course - McCann Erickson is the rival advertising agency that eventually absorbs Sterling Cooper Draper Pryce and is presented as a misogynistic “boys’ club.” (Their storyline - not mine.)

I can say this now, because I don’t think I’m offending anyone in my network: McCann Erickson became McCann and closed its Auckland office in 2012 - which explains why it hasn't moved on in position in my mind. But it’s now, seemingly, going to become a hugely prominent part of our media and advertising landscape again. 

Or it will need to - from 2026.

Which is going to be very interesting to watch. I know it still has great presence and success around the world - but, for me at least, at a local level - the brand will have to be resurrected from a nostalgic 80s advertising heyday and repositioned as relevant for today - with local context. 

Because, all this talk about big holding companies, data sets in the billions, customer tracking, global mergers, thousands of lay offs, jaw dropping scale and billions of dollars being pumped offshore - only emphasizes the importance of New Zealand-ness, and independence for many.

Surely?

Let’s see.

So - What is Actually Happening?

Omnicom has officially acquired Interpublic Group (IPG), creating the world’s largest advertising holding company. This is a global merger, cleared in New Zealand by the Commerce Commission on May 29, 2025, which confirmed that competition in the market will remain sufficient. (We agree it will as there are many reasons why a merger of such scale reduces appeal of agencies involved at a local level)

Flagship brands: BBDO, McCann, and TBWA will lead the Omnicom Advertising Group globally.DDB, FCB, and MullenLowe will be retired by 2026 - clients and staff will be folded into the surviving brands. In New Zealand FCB NZ and DDB NZ will merge to become McCann NZ.

Most DDB and FCB agencies merge into BBDO or TBWA elsewhere - including in Australia.

The merged Omnicom-IPG entity will operate as a data-driven, integrated marketing and sales company claiming access to 2.6 billion verified global IDs, compared to Publicis Group’s 4 billion. The entity will be powered by Omni, a global marketing intelligence platform used to support creative solutions, media planning, customer tracking, and more.

Key focus areas for the new offering include creating “most influential” content, connected commerce and scaled generative AI. The merger emphasizes bringing sales and marketing together under one roof, leveraging data and AI to drive client outcomes.

The merger creates a number of issues including competitive conflicts as these agencies represent multiple brands in similar categories - however, the Commerce Commission confirmed concluded that the merger is unlikely to substantially reduce competition in New Zealand - because competition will remain from other large agencies, smaller independent agencies (like These Guys I Know), clients’ ability to bring services in-house or buy media directly (which These Guys I Know support clients to do) and media buyers using rival networks

TL:DR 

The advertising industry is consolidating at a global scale. In New Zealand, the result is McCann NZ emerging as the main Omnicom brand, absorbing FCB and DDB. Globally, Omnicom is betting heavily on data, AI, and integrated marketing + sales, while retiring legacy brands to streamline operations and unify services under flagship names. This is an opportunity for clients to consider independent agencies and solutions like These Guys I Know an independent strategy and creative communications company - and an All of Government provider.