BBDO vs JOM Group

Matt MacDonald Joins Merkley+Partners as Chief Creative Officer

Matt MacDonald is leaving VCCP to join Omnicom-owned Merkley+Partners as chief creative officer, starting in November. He is tasked with reshaping the agency's creative vision. MacDonald had led creative for VCCP's U.S. office for two years, and previously spent a decade at BBDO as CCO in New York leading the AT&T business. The position at Merkley+Partners was vacant since Andy Hirsch retired at the end of 2024. This is a significant executive move within the agency sector, filling a key creative leadership role.

• Matt MacDonald is leaving VCCP to join Omnicom-owned Merkley+Partners as chief creative officer.
• MacDonald starts in November, filling a role vacant since Andy Hirsch retired in 2024.
• He previously led creative for VCCP's U.S. office for two years.

BBDO, TLGG, and Cooperative Financial Group target young people

The Cooperative Financial Group (GFG), comprising Volksbanken Raiffeisenbanken, DZ Bank, EasyCredit, R+V Versicherung, Schwäbisch Hall, and Union Investment, has launched a first group-wide campaign aimed at 18-30 year olds. The campaign, titled "Das kriegen WIR hin," uses a social-first approach across social media, online video, streaming, audio, and cinema. Developed by BBDO, TLGG, and Omnicom Precision Marketing, it emphasizes the collective strength of the group rather than individual products. The first phase builds brand awareness and leads to a central landing page; a second phase will highlight specific products. Volksbanken Raiffeisenbanken also partner with band Electric Callboy for activation. Media agencies include VR NetWorld and Mindshare.

• The Cooperative Financial Group (GFG) launched a group-wide campaign targeting 18-30 year olds.
• The campaign was developed by BBDO, TLGG, and Omnicom Precision Marketing.
• Campaign channels include social media, online video, streaming, audio, and cinema.

BBDO NY CEO and CCO to Depart

Emma Armstrong, CEO of BBDO New York, and Michael Aimette, Chief Creative Officer, are departing the agency. This follows Omnicom's acquisition of IPG, which led BBDO to absorb creative rival FCB. Chief Client Officer Kelli MacDonald, another FCB alum, is also leaving for a new opportunity. The exits occur just 10 months after Omnicom closed its $13 billion acquisition of IPG, creating the largest agency holding company.

• Emma Armstrong, CEO of BBDO NY, is departing the agency.
• Michael Aimette, CCO of BBDO NY, is leaving.
• Kelli MacDonald, Chief Client Officer, is also resigning for a new opportunity.

Whitepaper: Wie Sie Ad Fraud erkennen und Werbebudgets schützen

Neues Whitepaper der JOM Group zum Thema Ad Fraud: Hohe Reichweiten, starke Klickraten und gute Conversion-Werte sehen im Reporting überzeugend aus. Doch was, wenn ein Teil davon gar nicht von echten Nutzer:innen stammt?

Cheapest Media Contact Can Be Most Expensive

A Talking-Heads column by Katharina Wildau (JOM Group) published on Horizont argues that media planning's narrow focus on cost-per-contact and short-term efficiency can be counterproductive. Wildau, a member of JOM Group's management, explains why the cheapest audience contacts may deliver lower long-term value and higher overall costs, and urges media planners to adopt a broader definition of efficiency that accounts for reach quality, campaign effectiveness, and strategic goals.

• Article published on August 26, 2026.
• Author is Katharina Wildau, member of the management (Mitglied der Geschäftsleitung) at JOM Group.
• Column argues that the lowest-cost media contacts can be the most expensive when accounting for long-term effectiveness and quality.