Omnicom is integrating two agencies within its Omnicom’s Precision Marketing Group (OPMG), RAPP Worldwide and Proximity Worldwide.
“The enlarged organisation will become a fusion of both agencies’ individual strengths, creating an even stronger and more competitive powerhouse of talent, capabilities and clients,” Omnicom stated.
The merger will give the agencies greater global scale and enhance their data, technology and strategy capabilities as well as their innovation and creativity, the network added. Proximity was the most-awarded network at the US Echo’s in February this year.
The new agency will have 19 offices, operate under the RAPP brand globally and be led by RAPP Worldwide global chief executive officer, Marco Scognamiglio.
“Unifying these agencies under the RAPP brand accelerates the opportunity for our clients and our talent to benefit from a breadth of skills that rival any agency’s,” Scognamiglio stated. “We already partner together on a number of clients globally, and this will clearly establish our UK office, with more than 500 employees, as a flagship agency within the RAPP worldwide global network.”
RAPP’s UK agency will be led by both of the former agencies’ UK chief executive officers, Chris Freeland and Gabby Ludzker. Freeland becomes executive chairman and Ludzker, chief executive officer. Proximity Worldwide’s current Global chief executive officer, Mike Dodds, will move into a new role as chief executive officer of RAPP EMEA.
RAPP Worldwide will continue to operate within the Omnicom Precision Marketing Group. Its chief executive officer, Luke Taylor, commented, “At OPMG, we are always strategically reviewing how we can deliver a more competitive and relevant offering to our clients. This union aligns highly complementary skills and services and will benefit both our people and clients worldwide.”