Omnicom said on Monday it will lay off more than 4,000 employees and fold several well-known advertising agency brands after its $13 billion acquisition of rival Interpublic Group.

The advertising industry faces a serious threat as artificial intelligence reshapes creative production and tech giants such as Meta make it easier for businesses to churn out ads at scale and speed.

Omnicom’s high-stakes acquisition of Interpublic Group, which was completed in November, aims to regain momentum in this shifting landscape, as it contends with fierce competition from French ad giant Publicis and UK’s WPP.

The company said creative agency DDB, founded in 1949, and creative marketing agency MullenLowe will be integrated into Omnicom’s TBWA.

FCB, one of the largest global ad agency networks owned

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