Omnicom Consolidates TPN into Flywheel, Signaling Retail Media Focus
Strategic Integration for Connected Commerce
Omnicom is folding shopper marketing agency TPN into its Flywheel commerce media unit and will retire the TPN brand. Leadership including Alex McCord and Mike Feldman say the move is intended to streamline commerce media offerings and create a single connected commerce solution that spans shopper, brand and retail media activities. The aim is to reduce handoffs between teams and present brands with a unified partner for planning, activation and measurement across the purchase funnel.
Unifying Data and Service Delivery
TPN brings shopper marketing data and retailer relationships; Flywheel contributes retail media technology and audience targeting. Combining those assets is meant to produce tighter data models that link in-store and online purchase signals to ad exposure. Omnicom is shifting to client-centric pod structures where cross-trained teams manage strategy, creative, media buying and measurement together. For brands that invest in retail media, that should translate into faster activation, more consistent audience definitions and clearer attribution from awareness through to sale.
Broader Industry Implications
This consolidation positions Omnicom to better rival large agency groups that already bundle data and identity capabilities. Publicis has been aggressive in commerce media and other networks have built data stacks through acquisitions. Interpublic-owned assets such as Acxiom and Kinesso are an example of how integrated data and identity can strengthen cross-channel measurement. For marketers, Omnicom’s move signals an expectation that future retail media strategies will require single-vendor coordination of shopper insights, retail inventory and measurement frameworks.
Risks remain. Successful integration depends on clean data governance, transparent measurement and meaningful client reporting. If Omnicom delivers on its promise, brands will gain a more coherent way to plan and measure commerce-driven campaigns across retail media channels.
