Observed Signal · Apr 29, 2026 · Restructuring · Source: Adweek · Impact: 3/5 · Sentiment: Neutral
Omnicom Forms Lola USA, Absorbing Two Agencies
Omnicom is consolidating New York-based agencies 180 and adam&eveDDB NY into a newly launched U.S. arm of the Lola brand called Lola USA. Operating from New York and Los Angeles, Lola USA will be led by CEO Agathe Guerrier and chief creative officer JD Jurentkuff. Senior leadership appointments include Elliott Bastien (head of strategy), Laura Cona (chief growth officer), Devon Hay (managing director), Caroline Jackson (chief client officer) and Margaret Coleman (head of account management). The move is part of Omnicom’s broader network streamlining following its acquisition of IPG and earlier retirements of legacy agency brands such as DDB, FCB and MullenLowe.
A major holding company (Omnicom) is consolidating agency brands and launching Lola USA, signaling continued network streamlining after a large acquisition; this affects agency landscape, client relationships and creative service structures.
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Key Takeaways & Evidence Grounding
- Omnicom is collapsing agencies 180 and adam&eveDDB New York into a new U.S. agency called Lola USA.
- Lola USA will operate out of New York and Los Angeles.
- Agathe Guerrier was named CEO and JD Jurentkuff named chief creative officer of Lola USA.
- Elliott Bastien (head of strategy), Laura Cona (chief growth officer), Devon Hay (managing director), Caroline Jackson (chief client officer) and Margaret Coleman (head of account management) were appointed to leadership roles.
- The consolidation follows Omnicom’s acquisition of IPG and earlier retirements of heritage agency brands (DDB, FCB, MullenLowe).
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Omnicom Integrates Kinesso & Annalect; Merges Hearts & Science and Mediahub
Omnicom is reorganizing parts of Omnicom Media by integrating Kinesso and Annalect into the unit and consolidating its media agencies Mediahub and Hearts & Science into a single, currently unnamed international agency under Global CEO Florian Adamski. The company describes the change as a reorganisation of capabilities that preserves talent and expertise; Nicole Estebanell will lead the merged U.S. agency while Ross Jenkins becomes CEO for EMEA, and Australia will continue to run both agencies separately. The consolidation will affect Germany, where Omnicom Media lists multiple networks and more than 2,500 employees across seven locations. The move leaked before a formal announcement, industry observers (including Ryan Kangisser of Mediasense) expect further holding-company consolidation, and a concrete integration plan is expected to be finalised in August 2026.
Omnicom Combines Hearts & Science and Mediahub
Omnicom Media has merged its Hearts & Science and Mediahub agencies into a new global network called Hearts United. The agency will launch across 40 markets with an estimated billing volume of about $9.1 billion. Leadership appointments include Florian Adamski (Omnicom Media CEO) framing the move around client growth, Ross Jenkins leading EMEA, and Dominik Scholta heading the German business. Omnicom presented the consolidation as a growth and AI-integration play, while observers frame it as further consolidation following Omnicom’s takeover of Interpublic. Reported historic billing growth for the two agencies and new-business wins underpin the rollout.
Omnicom Retires Agencies, Cuts 4,000 Jobs Post-IPG Deal
Omnicom, after acquiring Interpublic Group (IPG), announced a major reorganization on 2025-12-03 that will retire legacy agencies DDB, FCB and MullenLowe and consolidate creative operations into three global networks: BBDO, TBWA and McCann. The company plans roughly 4,000 further layoffs (part of about 10,000 cuts since the deal) and targets $750 million in annual cost savings. Omnicom said the restructure pairs agency consolidation with a technology push: it will integrate IPG’s data arm Acxiom into an upgraded tech platform called OmniPlus and introduce “Client Success Leaders” as single points of contact. Omnicom plans to unveil OmniPlus at CES 2026. CEO John Wren framed the changes as necessary to capture synergies and to scale data and AI capabilities against competing tech platforms.
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