Omnicom has officially merged McCANN and MullenLowe Singapore, forming a unified creative entity led by Paul Soon, with Gonzalo Olivera overseeing strategy, creative, delivery, and operations. The move consolidates two agencies with deep IPG roots, long-standing collaboration, and complementary strengths positioning the combined unit as a next-generation creative engine for brands across Singapore and the broader Asia market.More than a structural shift, the merger signals a strategic re-design of how creative networks operate in an AI-accelerated marketing landscape.
Why This Matters
Modern creativity demands new infrastructure:
- Integrated brand, digital, and performance capabilities
- Faster end-to-end delivery models
- Scalable creative systems aligned with AI-driven media
- Stronger strategic continuity across large regional accounts
- Reduced duplication across legacy agency networks
By bringing McCANN and MullenLowe Singapore under one unified leadership and operating framework, Omnicom is streamlining capabilities to deliver tighter strategy, faster execution, and more connected creative solutions.
The result: a more efficient, future-ready engine for brands navigating rapid shifts in digital, content, and experience ecosystems.
Leadership Perspective
Sean Donovan, President, Omnicom Advertising Asia, said:
“This decision follows a detailed, market-by-market review. In Singapore, the size and nature of the businesses made McCANN and MullenLowe Singapore a more natural fit. The two agencies have a proven history of collaboration in pitching and client work… They bring complementary strengths and share a longstanding IPG heritage. Bringing them together creates a future-ready creative powerhouse for Singapore and the broader region.”His framing signals a broader industry trend: global holding companies consolidating to build leaner, high-performance creative hubs.
The Strategic Implication
The unified agency positions Omnicom to:
- Strengthen its Singapore footprint in a highly competitive market
- Deliver integrated brand-to-commerce creative solutions
- Accelerate AI-enabled creative production and automation
- Build streamlined workflows across strategy, creative, and delivery
- Improve pitch performance through combined talent pools
This merge is not a cost exercise — it’s an optimisation of creative scale, expertise, and systems to meet the demands of modern brand transformation.
The McCANN–MullenLowe Singapore merger is a decisive move toward building a next-gen creative operating system. By unifying teams, leadership, and capabilities, Omnicom is setting up a more agile, powerful, and strategically aligned creative force for clients across Asia.A single creative powerhouse isn’t just efficiency it’s the platform for delivering brand impact in an AI-first marketing world.
