OMNICOM MERGES MCCANN AND MULLENLOWE SINGAPORE UNDER SINGLE MCCANN BANNER

Following Omnicom’s acquisition of Interpublic, McCann and MullenLowe Singapore will merge into one creative agency led by Paul Soon and Gonzalo Olivera. The move, a strategic exception to global restructuring, strengthens creative, data and technology capabilities while ensuring continuity for clients and teams in Singapore and the wider region.  

Omnicom’s ongoing global realignment following its acquisition of Interpublic Group has reached a defining moment in Southeast Asia, with McCann and MullenLowe Singapore set to merge into a single creative agency under the McCann Singapore banner. The move consolidates two of the market’s most established agencies into a unified operation, signalling both strategic intent and local nuance in how Omnicom is reshaping its creative portfolio worldwide.

Under the new structure, MullenLowe Singapore’s leadership duo, Paul Soon and Gonzalo Olivera, will take charge of the merged agency, bringing together deep local knowledge, regional experience and global creative leadership. The Singapore integration stands out as a deliberate exception within Omnicom’s broader transition plan, which in most markets sees MullenLowe aligned with TBWA. In Singapore, however, the group has opted for a different configuration, one that executives say reflects market realities rather than a one-size-fits-all global approach.

Sean Donovan, President of Omnicom Advertising Asia, described the decision as the outcome of a detailed, market-by-market review. In Singapore, he noted, the size, structure and nature of the businesses made McCann and MullenLowe a more natural fit. The agencies have a long history of collaboration in pitching and client delivery, complementary strengths across disciplines, and a shared Interpublic heritage. Bringing them together, Donovan said, creates a future-ready creative powerhouse designed not just for Singapore, but for the broader region as well.

The merger reinforces Omnicom’s position as the world’s largest advertising and marketing holding company, while also highlighting the group’s intent to rationalise operations without diluting local capability. In a market as competitive and strategically important as Singapore—often the regional hub for multinational clients—the emphasis is firmly on scale, integration and speed, balanced with continuity and cultural alignment.

For clients, the combined agency promises a significantly expanded set of capabilities. MullenLowe Singapore brings a reputation for creative excellence, consistently ranking among the country’s top creative agencies, while McCann contributes the reach and resources of one of the world’s most established global creative networks. Together, the agencies offer clients a single, scaled creative partner with broader expertise, deeper regional infrastructure and faster problem-solving ability across multiple markets.

This integration also unlocks access to Omnicom’s wider technology and data ecosystem. Through Omni, Omnicom’s intelligence platform, alongside Acxiom’s precision data and the group’s connected content engine, the merged agency will be positioned to deliver more targeted, efficient and contemporary work. The aim is to enable seamless execution across markets, combining creativity with data, technology and production at scale—an increasingly critical advantage as clients look for integrated solutions rather than fragmented agency models.

The merger builds on years of collaboration between McCann and MullenLowe teams in Southeast Asia. Recent joint efforts include the ‘Together, for Better’ campaign with Singapore’s Ministry of Digital Development and Information, which focused on national values and social cohesion, as well as the Philips ‘Effortless Rush Hour’ campaign in Thailand. These projects demonstrated not only operational compatibility, but also a shared creative philosophy and working culture, laying the groundwork for a more formal union.

Gonzalo Olivera will assume the newly created role of President of the combined organisation from January 1. His mandate is firmly future-focused, with responsibility for bringing the two agencies together into a coherent, unified team. Olivera’s role centres on aligning creative, strategy, delivery and operations so that clients experience a stronger, more seamless organisation designed for long-term partnership rather than short-term integration.

Paul Soon will continue as Chief Executive Officer, providing continuity for local clients and leading the integration of MRM and MullenLowe Singapore’s technology teams. His remit includes stewardship of core capability areas such as CRM, digital experience and enterprise solutions, as well as oversight of long-standing local accounts. Soon will also guide the unified AI and Adobe partnership work and manage the transition from Interact to Omni, ensuring that teams and clients experience stability even as systems and processes evolve.

Together, Olivera and Soon form a leadership structure that balances transformation with familiarity. While Olivera focuses on the future shape and international client experience of the agency, Soon’s role anchors the organisation locally, ensuring that existing relationships, teams and capabilities remain intact and supported. This dual leadership model reflects Omnicom’s broader emphasis on continuity during change, particularly in markets where trust and long-term relationships are central to client success.

Brandon Cheung, CEO of McCann Singapore and Southeast Asia, will continue to partner closely with Olivera and Soon through the transition period, supporting teams and clients through the first part of 2026. Cheung has played a key role in shaping the business over recent years, and his involvement is intended to ensure clarity, confidence and stability as the agency moves into its new structure.

Donovan acknowledged Cheung’s contribution, thanking him for his commitment and partnership in leading the agency and navigating the transition process. His continued presence during the handover underscores Omnicom’s intent to manage change carefully, with minimal disruption to people and clients.

At the heart of the integration is a clear message: continuity comes first. Omnicom has emphasised that the two teams already work closely together, and that the merger formalises a partnership that largely existed in practice. Clients will continue to receive uninterrupted support from the senior leaders they know, while benefiting from stronger tools, deeper expertise and greater senior attention as the agency scales up.

The Singapore merger also reflects a broader recalibration within Omnicom following the Interpublic acquisition. As holding companies seek efficiencies, stronger data integration and clearer brand architectures, local markets are increasingly being asked to balance global strategy with local execution. In Singapore’s case, the decision to merge McCann and MullenLowe under a single banner suggests confidence in the market’s ability to absorb scale without losing creative distinctiveness.

For talent within the agency, the merged structure offers expanded career pathways, exposure to larger regional and global briefs, and access to Omnicom’s broader technology and data capabilities. In an industry facing intense competition for creative and strategic talent, the promise of working within a future-ready organisation with global reach and local relevance is a powerful proposition.

As the integration unfolds into 2026, the focus will be on delivering on the promise of a stronger, more connected creative partner for clients. In choosing a tailored approach for Singapore, Omnicom has signalled that while global consolidation sets the direction, local insight still shapes the destination. The formation of McCann Singapore as a unified creative powerhouse marks not just a structural change, but a statement about how global networks can evolve to meet the demands of increasingly complex, regionally nuanced client needs.