Clemenger BBDO group and agency bosses have wiped their diaries and are preparing for the second visit in three months by BBDO Global CEO Nancy Reyes as conjecture mounts over a potential restructuring of the group and the formation in Australia and New Zealand of a new global creative unit, Omnicom Advertising Group [OAG].

OAG was announced as the new operating unit for Omnicom’s creative networks last August, housing BBDO, TBWA and DDB and led by expat Australian, Troy Ruhanen, a former Leo Burnett Sydney managing director before leaving for the US in 2004 and ultimately becoming global CEO at TBWA before his appointment to run OAG globally. 

OAG, formally operational from 1 January, broadly follows the remit of Omnicom Media Group, which has control of media agency networks including OMD, PHD and Hearts & Science and centralises core functions and innovation for the three units..

A Clemenger BBDO spokesperson confirmed Nancy Reyes and global creative boss Chris Beresford Hill were in Australia next week to brief local execs on BBDO’s new global positioning, yet to be announced. The spokesperson declined to comment on plans for OAG in ANZ or conjecture on a restructuring.

If it follows OMG’s model, an ANZ group restructure of DDB, BBDO and TBWA is likely under an OAG group CEO or regional lead.

Ruhanen visited Australia late last year and met with local leaders. A week later, BBDO global CEO Reyes was in Australia meeting her local team. 

Ruhanen has publicly stated OAG will “fiercely” protect individual agency network brands and their cultures but would consolidate tools, technology, including AI platforms, and specialist capabilities for each of the network brands to access. 

Creative agencies are the most challenged across the major global holding companies – in earnings results, the media units have been increasing their contribution to global P&Ls as creative shops are increasingly squeezed. 

Locally Clemenger Group appointed regarded government relations operative Les Timar as CEO in 2022, taking over from Robert Morgan, who remains Chairman. Clemenger was a powerhouse, globally acclaimed agency for decades but has lost that edge in the past five years. Its second creative agency, CHEP, was seen as Clemenger’s next growth engine.

TBWA, DDB and Clemenger BBDO have all been strong global networks in the Australian market with a reputation on creative nous although DDB, like Clemenger, has hit challenges  of late – notably across its blue chip clients like Westpac and McDonald’s.

Australian executives from Omnicom’s three creative agencies contacted by Mi3 said privately the plans for the creation of OAG in Australia were still emerging.