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Omnicom is undergoing a fundamental transformation, one that extends well beyond technology into how the company operates, collaborates and delivers value to clients. As one of the world’s largest marketing and communications holding companies, Omnicom generates approximately $25.5 billion in annual revenue and operates in more than 70 countries. Historically, its strength has come from a vast network of agencies spanning advertising, public relations, media, healthcare and experiential marketing. Today, however, that model is evolving.

Global Chief Information Officer Craig Cuyar is driving this shift. He describes the company’s journey as a move from a holding company to a more integrated operating enterprise. Rather than functioning as a loose federation of agencies, Omnicom is increasingly coordinating capabilities across the organization, enabling more seamless delivery of services to global clients.

Rebalancing Centralization and Autonomy

A key element of this transformation is the rebalancing of centralization and autonomy. Omnicom has invested in shared service capabilities and global platforms while maintaining specialized expertise within its business lines. Each major division, including media, advertising, PR and healthcare, is supported by a dedicated technology leader aligned to the broader enterprise.

This structure allows the company to standardize core systems and processes while tailoring solutions to the distinct needs of each segment. Cuyar notes that this model has evolved over several years, enabling the organization to focus more on business-facing innovation. By centralizing non-differentiating capabilities and leveraging outsourcing partners for areas such as infrastructure, Omnicom can redirect resources toward proprietary platforms and client-facing technologies.

“Clients are not choosing us because of our data center strategy,” Cuyar explains. “They are choosing us because of the differentiation we bring to the market.”

Integration as a Catalyst for Transformation

The company’s acquisition of Interpublic Group, completed in late 2025, has accelerated this transformation. While the integration process is complex, involving dozens of initiatives across cybersecurity, data and systems, it also presents a significant opportunity to unify and scale capabilities.

The combined organization has access to a larger and richer pool of first-party data, which can be integrated with Omnicom’s existing platforms. This creates the potential for a more comprehensive, end-to-end view of the customer journey, from campaign ideation through execution and final conversion. By connecting these stages, Omnicom can deliver more precise targeting and improved performance measurement.

Focusing on What Differentiates

At the same time, Omnicom is making deliberate choices about where to invest its resources. The company has expanded its use of outsourcing for infrastructure and other non-core functions, reflecting a broader shift in how technology organizations think about competitive advantage.

Cuyar emphasizes that differentiation lies not in commodity IT capabilities, but in the company’s ability to deliver data-driven marketing solutions. By outsourcing non-differentiating activities to partners with greater scale, Omnicom can reinvest its capital and talent into areas that directly impact client outcomes. This approach allows the organization to focus on building proprietary platforms and advancing its data and analytics capabilities.

AI as a Force Multiplier

Artificial intelligence is central to Omnicom’s strategy, serving as a force multiplier across its operations. The company has long used machine learning for predictive analytics and audience targeting, but advances in generative and agentic AI are expanding the scope of what is possible.

Cuyar describes an increasingly integrated workflow in which AI supports every stage of the marketing process. From defining target audiences and generating creative concepts to producing content, testing variations and optimizing performance, AI enables a continuous feedback loop that improves outcomes over time.

This end-to-end application of AI allows Omnicom to deliver more personalized and effective campaigns at scale. It also underscores the importance of a unified data foundation, as the effectiveness of AI depends on the quality and accessibility of underlying data.

Driving Adoption Through Education

To ensure these capabilities are fully realized, Omnicom has invested heavily in workforce enablement. The company has developed structured training programs tailored to different roles, helping employees understand how to apply AI in their daily work.

Within the technology organization, training is mandatory and integrated into performance objectives. All team members are expected to develop a baseline understanding of AI tools, enabling them to act as resources across the enterprise. For the broader workforce, training is role-specific, allowing employees to see how AI enhances their existing workflows.

Cuyar notes that the impact of AI varies across the organization, with some roles experiencing incremental gains and others undergoing more significant transformation. By addressing these differences, Omnicom aims to embed AI into workflows in a way that enhances productivity and effectiveness.

The Expanding Role of the CIO

For Cuyar, the changes underway at Omnicom reflect a broader evolution in the role of the CIO. Earlier in his career, technology was often viewed as a separate function. Today, it is central to nearly every aspect of organizational performance.

“Every organization today is a technology company that does a little bit of something else,” he says.

As Omnicom continues its transformation, the combination of scale, data and AI will be critical to its success. By rethinking its operating model and focusing on differentiation, the company is positioning itself to deliver more integrated, data-driven solutions in an increasingly competitive market.

Peter High is President of Metis Strategy, a business and IT advisory firm. He has written three bestselling books, including his latest Getting to Nimble. He also moderates the Technovation podcast series and speaks at conferences around the world. Follow him on X @PeterAHigh.