"Troy is a rising leader within Omnicom and has a proven track
record of effectively managing some of BBDO's largest clients,"
said Omnicom's president-CEO John Wren in a statement. "He is a
tireless collaborator, builder of bridges between agencies and
offices and is experienced in all facets of developing and
implementing award-winning marketing campaigns. His global
experience in multiple categories including consumer packaged
goods, auto, telcom, beverage and technology is perfect for the
role of strengthening our relationships with our biggest clients by
providing them with better and more integrated services."
BBDO is not replacing Mr. Ruhanen's position and regional heads
will continue to report to global CEO Andrew Robertson.
The timing of Mr. Ruhanen's appointment to a post that's focused
on corralling the resources of the larger group is interesting for
two reasons. For one thing, ad holding companies are increasingly
trying to prove their worth to clients by being more hands on in
crafting swat teams of agency talent that can serve a marketer's
multidisciplinary needs. There was a time when Omnicom Group had a
reputation in adland for being more hands off and letting the
agency brands make such decisions, but increasingly, it's
responding to client demands for custom resources.
Just last week, Nissan announced it was
forming a new bespoke agency under Omnicom called Nissan United
that uses talent from several of the company's shops, including
TBWA, OMD and Interbrand. The "team agency" model has been very
popular at WPP, which claims to have 30-some teams built
to serve clients, and increasingly Interpublic Group has also been
beefing up its capabilities in this space with offerings like
Commonwealth for Chevy and Rogue for
Mr. Ruhanen's appointment also comes as Omnicom is -- pending
approval -- set to merge with French giant Publicis Groupe to form
the largest ad holding company in the world. His position could be
vital in helping assess and organize the joint firm's offerings for
clients once a deal is approved.