Advertising powerhouses Ulka and Mudra have officially been moved under the BBDO Group umbrella as part of Omnicom’s global restructuring following its merger with Interpublic Group (IPG). The $9-billion merger, announced earlier this year, has set off a sweeping realignment of agency networks, leadership roles, and operational structures worldwide.
As the new combined entity streamlines its portfolio, several long-standing agency brands are being phased out. The consolidation also comes with an estimated 4,000 job cuts, while Omnicom executives have taken most of the top roles in the merged organisation.
Under the new structure, the Omnicom Advertising division will operate with three core global creative networks – BBDO, TBWA, and McCann. As part of this shift, IPG’s FCB and DDB brands are being retired globally. In India, the fallout directly impacts FCB Ulka and DDB Mudra, two agencies deeply rooted in India’s advertising history. Recently, the iconic Lintas brand was also reintroduced as TBWA-Lintas.
Confirming the transition, an Omnicom Advertising India spokesperson stated that the new structure will see Ulka and parts of Mudra integrated into the BBDO Group alongside BBDO India. While Josy Paul continues to lead BBDO India, additional leadership announcements are expected soon.
The restructuring aims to simplify operations while preserving the legacy value of Ulka and Mudra both of which shaped Indian advertising for decades. Ulka was founded in 1961, and Mudra in 1980, and together they have contributed to some of the country’s most memorable campaigns for marquee brands including Cadbury, Pepsi, and Reliance.