Omnicom has sunsetted the Kinesso and Annalect brands as part of a broader restructure to simplify how the business operates.
Kinesso has been absorbed into Omnicom’s commercial discipline, while Annalect has been absorbed by the network’s data, technology and analytics division.
B&T understands the capability will be folded into the business and the restructure is about making it easier for clients to access Omnicom’s connected expertise across media, data, technology, commerce and analytics.
Annalect, the data science, analytics and tech division within Omnicom is led locally by Darren Stein.
He will continue to lead the capabilities that sat under Annalect, as well as lead Omnicom’s Trkkn business—a Google stack tech specialist— and the market research function.
Omnicom inherited IPG’s performance marketing Kinesso as part of its takeover of IPG Mediabrands.
In Australia, the business is led by Jessica White, who will continue to lead the Kinesso team during the integration.
White also leads Omnicom’s data and technology business, including Acxiom, Flywheel, Artbot and Resolution.
B&T understands that there are no planned redundancies as a result of the integration and that Kinesso and Annalect clients will continue to work with the existing teams and leadership, who will continue to support client work and contractual commitments.
Globally, there have been leadership changes to both Kinesso and Annalect in recent months.
Kinesso EMEA chief executive John Ghazi left the business in June and has joined Publicis Groupe as a platform lead.
Annalect’s former global CEO Slavi Samardzija left the business last September, and has since joined Stagwell where he is the global chair of media and commerce.
Kinesso and Analect are the latest Omnicom brands to retire after Omnicom’s takeover of IPG Mediabrands.
Omnicom’s consolidation drive
When the takeover process concluded late last year, Omnicom retired the DDB, FCB and Mullen Lowe brands globally, which led to DDB Australia’ team merging with Clemenger BBDO, while DDB Group Aotearoa and FCB merged under the McCann brand.
On the media side, none of the agencies have yet been retired, leaving OMD, PHD, Hearts & Science, UM and Initiative to continue operating, although there has been industry conjecture Omnicom may cut some media brands in the future.
The roles of high profile leaders from IPG Mediabrands, including Mark Coad, Leigh Terry, Lucy Formosa Morgan and Jon Clements were made redundant post acquisition with almost all landing new roles since.
Omnicom has previously state=d it would consolidate brands across the group and remove duplicated roles as it aims to save $US1.5 billion (A$2.25 billion) in costs as a result of the takeover.
Omnicom Oceania boss Nick Garrett previously told B&T that agency brands “matter deeply” but “culture eats strategy for breakfast” and clients are increasingly looking for a solution delivered by talent and tools, rather than just looking to work for a specific agency brand.
“Clients are looking for big solutions. Do I believe, having spoken to more than 200 clients over the past three months, that they care about brands? I think clients deeply care about the people that they’re working with,” he said.
“When those people are living a philosophy and delivering work relative to that unique and differentiated position for that brand, they care and then it really matters. That’s why they selected a TBWA, a PHD or anyone else.”
