Plus: San Francisco goes after ‘ultra-processed’ foods; ’rage bait’ is the word(s) of the year.
Omnicom is cutting about 4,000 jobs and retiring several long-standing agency brands now that its acquisition of IPG is finalized.
Omnicom said the goal is to streamline operations and reduce overlap now that the two giants have merged. As part of that shift, three historic creative networks, including DDB, FCB and MullenLowe, will be folded into other Omnicom agencies.
Their teams and clients will be absorbed into BBDO, TBWA and McCann, which will remain as the company’s core creative networks.
Omnicom CEO John Wren said, “That’s going to allow us to meet and exceed the synergies that we promised the marketplace last December.”
This move comes on top of earlier job cuts across both companies. Altogether, the merger has eliminated roughly 10,000 positions, around 8% of the combined workforce, since the deal was announced, Adweek reports.
Why it matters: This is one of the biggest agency shake-ups in years. For employees and clients, the changes are massive. Entire networks with decades of brand equity are disappearing, and thousands of roles are being restructured or eliminated as teams are redistributed across the remaining agencies.
Obviously, the impact is devastating on those who have lost their jobs right before the holidays. They enter a tough job market with a glut of talent. But this also means there will be thousands of talented folks looking for work or going forward solo.
With the restructure, teams will inevitably shift, leadership will change and long-standing agency identities could disappear overnight. PR pros will need to be more flexible or take on broader responsibilities and adjust strategy.
It will also deeply affect client–agency relationships. Clients will be reassigned, campaigns will change hands and internal processes will be rebuilt.
For anyone managing accounts or agency partnerships, it’s important to know where work is moving and who will be running it.
It’s also an indication that the industry is entering a new era of consolidation and cost-cutting. These changes could lead to widespread changes to the entire agency ecosystem.
Editor’s Top Reads:
- The city of San Francisco recently filed a lawsuit against ten major food companies, including Kraft Heinz, Mondelez, Coca-Cola and PepsiCo, accusing them of making and marketing ultra-processed foods that harm public health. The city says these companies used tactics similar to the tobacco industry, making foods addictive and targeting children and low-income communities, the Wall Street Journal reports. The lawsuit claims these products, from candy and soda to ready-to-eat meals, contribute to diseases like diabetes, heart disease and cancer. The Consumer Brands Association responded saying, there is “no agreed‑upon scientific definition of ultra-processed foods,” and said labeling all processed foods as unhealthy “misleads consumers.” Brands need to be proactive, clear in their messaging and ready to respond to criticism because these accusations can, and will, influence public perception.
- Oxford University Press just named “rage bait” the Word of the Year for 2025. The term’s usage has tripled in the past year, showing how common this kind of content has become. Online spaces reward outrage more than curiosity or helpful information, which adds to online stress, polarization and distrust, Mashable reports. “As technology and artificial intelligence become ever more embedded into our daily lives—from deepfake celebrities and AI-generated influencers to virtual companions and dating platforms—there’s no denying that 2025 has been a year defined by questions around who we truly are; both online and offline,” Casper Grathwohl, the president of Oxford Languages said. This is a clear heads-up for PR folks. Using anger or controversy to grab attention can work in the short term, but it’s risky for your reputation. Audiences are noticing when content is manipulative. Additionally, brands can be the subject of rage bait, as the public distorts or even fabricates events in the pursuit of attention or points scoring. Remember: You don’t have to take the bait.
- Pope Leo XIV just wrapped up his first foreign trip since being elected, traveling to Turkey and Lebanon. During the trip, he visited historic religious sites and partook in old traditions, had meetings with Muslim and Orthodox leaders and stressed unity instead of division. His messages were reflective of his inaugural speech, emphasizing peace and humanity, and his demeanor was muted, respectful and down-to-earth, NYT reports. While his messages parallelled Pope Francis, Leo’s style was entirely opposite. Francis was bold and loud with decisive proclamations. Leo took a softer approach. “He’s not emotive or telling you what he feels all the time,” said Kathleen Sprows Cummings, a history professor who specializes in Catholicism at the University of Notre Dame. However, “he’s able to be fully present to people.” Public figures can shape perception through intentional tone and symbolic action. By showing humility, respect and a readiness to engage with different faiths and tackle difficult issues, Leo crafted an image of thoughtful, bridge‑building leadership. For PR people, it’s important to lean into leaders’ strength. If your exec has a distinctive personality, helping them communicate with authenticity, empathy and a clear sense of purpose can build trust and long‑term goodwill. It’s also a reminder to downplay their weaknesses. Their messages should reflect their unique voice, even if it’s a quiet, stoic one. When people feel like a leader is being honest and real, it makes all the difference.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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