OMNICOM TO MERGE GOLIN AND KETCHUM IN MAJOR PR CONSOLIDATION

Omnicom is merging Golin and Ketchum to create a new global brand agency under its Public Relations Group, following its earlier integration of Porter Novelli into FleishmanHillard. Golin CEO Matt Neale will lead the combined entity, with Ketchum’s Tamara Norman as global president, as Omnicom reshapes its communications portfolio.  

In a move that underscores the accelerating consolidation within the global communications industry, Omnicom has announced the merger of two of its flagship public relations firms, Golin and Ketchum. The decision, confirmed in an internal memo circulated last week, comes on the heels of Omnicom’s earlier integration of Porter Novelli into FleishmanHillard, signalling a deliberate reshaping of its communications portfolio under the Omnicom Public Relations Group (OPRG).  

The combined entity will be helmed by Golin’s chief executive Matt Neale, who will assume the role of CEO, while Ketchum’s Tamara Norman has been appointed global president. Both agencies will retain their individual brand identities during the integration phase, a transitional strategy designed to preserve client relationships and brand equity while aligning operations under a unified leadership structure.  

For Omnicom, the merger represents more than just a structural adjustment. It is part of a broader strategy to streamline its communications offerings following its acquisition of Interpublic Group (IPG), a landmark deal that has reshaped the competitive landscape of global advertising and PR. By consolidating its agencies, Omnicom aims to create fewer but stronger global brands capable of delivering integrated services across markets, while reducing internal overlaps and sharpening its competitive edge against rivals such as WPP and Publicis Groupe.  

The decision to merge Golin and Ketchum is particularly significant given the stature of both agencies. Ketchum, founded in Pittsburgh in 1923, has long been recognised as one of the world’s largest and most influential PR firms, with a legacy of high-profile campaigns and deep expertise across sectors ranging from healthcare to consumer goods. Golin, established in 1956, has built its reputation on bold, creative storytelling and digital-first strategies, positioning itself as a challenger brand within the PR industry. Bringing these two agencies together under one umbrella creates a powerhouse with complementary strengths—Ketchum’s scale and heritage paired with Golin’s agility and innovation.  

Industry observers note that the merger reflects the growing demand from clients for integrated communications solutions that can operate seamlessly across geographies and disciplines. In an era where brand reputation is shaped simultaneously by traditional media, digital platforms, and social engagement, agencies are under pressure to deliver holistic strategies that combine creativity with data-driven insights. By consolidating its portfolio, Omnicom is betting that fewer, larger agencies will be better equipped to meet these demands, offering clients both breadth and depth of expertise.  

The leadership appointments also signal Omnicom’s intent to balance continuity with fresh vision. Matt Neale, who has led Golin since 2019, is known for championing progressive workplace culture and pushing the boundaries of digital engagement. Tamara Norman, a seasoned Ketchum executive, brings extensive global experience and a track record of building client relationships across diverse markets. Together, they represent a leadership team that blends creative ambition with operational discipline, tasked with steering the merged entity through a complex integration process while maintaining client trust.  

While the agencies will retain their individual brands during the transition, questions remain about how the merger will ultimately reshape their identities. Some industry analysts suggest that Omnicom may eventually unify Golin and Ketchum under a single global brand, much as it did with Porter Novelli and FleishmanHillard. Others argue that maintaining distinct identities could allow the agencies to serve different market segments while benefiting from shared resources and leadership. For now, Omnicom appears to be taking a cautious approach, signalling respect for the heritage of both firms while laying the groundwork for deeper integration.  

The consolidation also reflects broader trends in the PR industry, where holding companies are under pressure to simplify sprawling portfolios and deliver efficiencies. With clients increasingly scrutinising agency fees and demanding measurable impact, the traditional model of multiple overlapping agencies is being challenged. By merging its firms, Omnicom is positioning itself to offer streamlined services, reduce duplication, and leverage economies of scale—all while presenting a stronger, unified front to global clients.  

For employees of Golin and Ketchum, the merger will bring both opportunities and uncertainties. Integration often raises questions about organisational culture, client management, and career trajectories. However, Omnicom’s decision to retain both brand identities during the transition may help ease anxieties, signalling that the merger is intended to strengthen rather than diminish the agencies’ legacies.  

Ultimately, the merger of Golin and Ketchum marks a pivotal moment for Omnicom and the wider PR industry. It reflects not only the consolidation of two storied agencies but also the broader transformation of communications in an age defined by digital disruption, globalisation, and heightened scrutiny of corporate reputation. As Omnicom reshapes its portfolio, the success of this merger will hinge on its ability to balance scale with creativity, heritage with innovation, and integration with individuality.  

For clients, the promise is clear: a stronger, more integrated partner capable of navigating the complexities of modern communications. For the industry, the message is equally resonant: consolidation is no longer optional—it is the new reality of global PR.