Omnicom Merges TPN with Flywheel Digital to Enhance Retail Media Capabilities – Tuesday, January 6, 2026

Omnicom is consolidating its retail marketing agency TPN under Flywheel Digital, signaling a strategic emphasis on strengthening its retail media capabilities. This restructuring aims to deliver more integrated retail media solutions to clients, reflecting the rising prominence of retail media networks within the evolving advertising ecosystem.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Omnicom, a global leader in marketing and corporate communications, has announced the integration of TPN, its retail marketing agency, into Flywheel Digital. Flywheel Digital is recognized for its deep expertise in e-commerce and digital commerce, making it a strategic fit to lead this consolidation. By bringing TPN under Flywheel’s umbrella, Omnicom aims to enhance its retail media capabilities, enabling the delivery of more cohesive and comprehensive solutions to its clients. This move reflects Omnicom’s proactive response to the shifting retail landscape, where the boundaries between digital and physical commerce are increasingly blurred. The consolidation is designed to strengthen Omnicom’s ability to navigate the complexities of retail media networks, which have become critical channels for advertisers seeking to engage consumers effectively. As retail media networks grow in influence, agencies are restructuring to prioritize these offerings, recognizing their vital role in driving consumer reach and engagement. Omnicom’s decision to unify TPN and Flywheel underlines its commitment to providing integrated retail media solutions that address the evolving demands of both retailers and advertisers in a competitive market.

Why now?

Omnicom’s timing aligns with the accelerating importance of retail media networks in the advertising industry. Over the past 18 months, the retail sector has experienced rapid digital transformation, fueled by shifting consumer behaviors and the merging of online and offline shopping experiences. Advertisers are increasingly seeking integrated retail media strategies that can seamlessly connect these channels to maximize impact. By consolidating TPN under Flywheel, Omnicom leverages Flywheel’s digital commerce expertise to meet this growing demand, positioning itself to better serve clients amid a rapidly changing retail environment.

So what?

This consolidation marks a strategic realignment for Omnicom, emphasizing the critical role of retail media networks in modern advertising. Integrating TPN with Flywheel enables Omnicom to offer more unified, end-to-end retail media solutions that address the complexities of today’s consumer journey. For agencies, this move underscores the necessity of adapting to a landscape where digital and physical commerce are deeply interconnected. Companies that can provide integrated retail media capabilities will be better equipped to capture consumer attention and deliver measurable results, gaining a competitive advantage in the process.

What this means for you:

• For VPs of retail: Explore how integrated retail media solutions can amplify your marketing efforts and deepen consumer engagement across channels.
• For eCommerce directors: Prioritize partnerships with agencies that bring strong digital commerce expertise to stay competitive in a fast-evolving market.
• For retail technology decision-makers: Invest in technologies that enable seamless integration between digital and physical retail environments to support unified media strategies.

Quick Hits

• Impact / Risk: This consolidation may intensify competition among agencies to deliver integrated retail media solutions, potentially accelerating innovation and operational efficiency.
• Operational Implication: Retailers should reassess their media strategies to align with the enhanced capabilities offered by integrated agency solutions like those from Omnicom.
• Action This Week: Conduct a review of your current retail media approach to identify integration opportunities and schedule discussions with agency partners about potential collaborations.