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Omnicom to sunset DDB, FCB, and MullenLowe After IPG Acquisition
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Following the completion of its acquisition of Interpublic Group (IPG), Omnicom has announced the retirement of three of advertising’s most celebrated agency brands: DDB, FCB, and MullenLowe. These networks,renowned for shaping advertising history,will cease to operate under their current names as omnicom consolidates its offerings.
The move signals a significant shift in the advertising landscape, as all three agencies boast legacies of groundbreaking campaigns and industry accolades. According to a company release, the decision aims to streamline operations and leverage the combined strengths of the newly expanded institution.
A Legacy of Iconic Campaigns: DDB
DDB, formerly known as Doyle dane Bernbach, revolutionized advertising with its minimalist and honest approach. The agency’s 1959 campaign for Volkswagen, “Think small,” remains a benchmark for effective advertising, challenging conventional norms with its simplicity. “Its still considered one of the best ads of all time,” noted one industry analyst.
Did you know? – DDB’s “Think Small” campaign for Volkswagen, launched in 1959, is still considered a benchmark for effective advertising. It challenged norms with its simplicity.
DDB also crafted memorable campaigns for Avis, with the 1962 “We Try Harder” slogan cleverly positioning the number two car rental service as a determined competitor. Later successes included the 1997 McDonald’s campaign, “Did Somebody Say McDonald’s?” which revitalized the brand, and the 1999 Budweiser “Wassup?” campaign, a cultural phenomenon that spawned countless imitations.
FCB, formerly Foote, Cone & Belding, demonstrated a knack for innovative campaigns that resonated with cultural shifts. In 2012, for Oreo’s 100th anniversary, DraftFCB launched “daily Twist,” posting a daily ad with cultural commentary for 100 consecutive days – an early example of real-time social advertising.
Did you know? – FCB’s “Daily Twist” campaign for Oreo, launched in 2012, was an early example of real-time social advertising. It posted a daily ad with cultural commentary for 100 days.
More recently, FCB London’s 2015 “This Girl Can” campaign for Sport England broke down barriers to female participation in sports, inspiring over 3.2 million women to get active and earning numerous awards,including a Cannes Lions Grand Prix. The agency continued to push boundaries with the 2019 Burger King “Whopper Detour” stunt, which drove 1.5 million app downloads by offering a one-cent Whopper to customers who visited a McDonald’s location. FCB Chicago’s 2025 campaign for the Academy of Motion Picture Arts & Sciences and Rakish Entertainment, “Caption With Intention,” reimagined closed captions to convey tone and emotion, winning three Grand Prix at Cannes Lions.
MullenLowe’s Brand Building and Purpose-Driven Work
MullenLowe,formed thru the merger of Mullen and lowe,built a reputation for crafting enduring brand narratives. The agency’s 1982 “Reassuringly Expensive” campaign for Stella Artois successfully positioned the beer’s higher price point as a mark of quality and sophistication.
Did you know? – MullenLowe’s 1982 campaign for Stella Artois, “Reassuringly Expensive,” positioned the beer’s higher price as a sign of quality and sophistication.
Mullen’s 1999 Super Bowl ad for Monster.com, featuring dry humor and black-and-white visuals, helped establish the online job board as a household name. The agency continued to deliver impactful work with E-Trade’s “Don’t Get Mad, get E-Trade” campaign in 2017 and, more recently, with Persil / Skip / Omo’s 2020 “Dirt is Good” campaign, which encouraged messy play for childhood development and contributed to unilever being named Cannes Lions 2024 Creative Marketer of the Year.
The sunsetting of these three agencies marks the end
