By Felicia Nwosu

Omnicom has kicked off the year with a strong financial performance, pulling in $3.7 billion in revenue for the first quarter.

This is an early sign of momentum as the global advertising powerhouse pushes ahead with plans to absorb Interpublic Group (IPG) later this year.

The 3.4% organic growth for the quarter was fuelled by standout performances in its Media, Advertising, and Precision Marketing verticals, which collectively surged by 7%.

According to Adnews, this marks a pivotal leap for the company as it builds toward becoming a $25.6 billion revenue giant, combining the strengths of the world’s third and fourth largest advertising networks.

As it continues preparing for the transformative IPG deal, Omnicom is streamlining its internal operations. It’s reshaping its agency portfolio by grouping operations under specialised practice areas that mirror its areas of highest growth, a move designed to create a smooth on-ramp for IPG’s business units once the merger is complete.

Speaking to analysts, CEO John Wren emphasized the strategic value of this internal realignment. “We’re rearchitecting the way our agencies work together, prioritising expertise, agility, and cross-disciplinary integration,” Wren explained. “This structure not only strengthens our existing foundation but will accelerate synergies once IPG comes into the fold.”

At the heart of the integration strategy is a focus on technology and data. With tools like Axiom, Omni, and Flywheel Commerce Cloud in place, Omnicom is betting on a tech-forward future, preparing its expanded operation for the demands of AI-driven marketing ecosystems.

Progress is already visible in its integration roadmap. The company says it’s on track to unlock $750 million in annual cost synergies through structural efficiencies, process consolidation, and the elimination of duplicative systems.

Once complete, the merger will create a unified force of 100,000 professionals, with the bulk 57% of its revenue generated in the United States.

Omnicom’s robust showing comes just behind Publicis Groupe, which posted 4.9% organic growth for the same period. Yet Omnicom’s results and strategic manoeuvring suggest it is not merely keeping pace, it is preparing to redefine the race.