McCann Singapore and MullenLowe Singapore will integrate to form a unified creative agency operating under the McCann Singapore name, following Omnicom’s acquisition of Interpublic.
The merger is part of a broader global transition in which MullenLowe will be aligned with TBWA in most regions. However, Singapore’s agency landscape will see a strategic exception, with McCann and MullenLowe combining under the McCann brand, said the company.
“This decision follows a detailed, market-by-market review conducted by Omnicom,” said Sean Donovan, President, Omnicom Advertising Asia.
“In Singapore, the size and nature of the businesses made McCann and MullenLowe a more natural fit. The two agencies have a proven history of collaboration in pitching and client work in the market, they bring complementary strengths and share a longstanding IPG heritage. Bringing them together creates a future-ready creative powerhouse for Singapore and the broader region.”
According to a release:
The combined agency will offer clients a significantly expanded set of capabilities, backed by greater creative leadership and a deeper regional infrastructure at scale. MullenLowe Singapore brings proven creative leadership, consistently ranked among the country’s top creative agencies, and McCann contributes the strength of a global creative network and deep regional capability. By uniting these strengths, clients gain a single, scaled creative partner able to deliver broader expertise and faster problem-solving across the region.
The current MullenLowe leadership of Paul Soon and Gonzalo Olivera will lead the new merged McCann agency in the newly created role of President of the combined organisation from 1 January.
His role is to bring the two agencies together aligning creative, strategy, delivery, and operations so that clients experience a stronger, more seamless organisation built for the long term, said Omnicom.
He will continue as CEO, ensuring continuity for the agency’s local clients and leading the integration of the MRM and MullenLowe Singapore Tech teams.
Brandon Cheung, CEO of McCann Singapore and South East Asia will continue partnering with Gonzalo and Paul through the transition period, supporting teams and clients through the first part of 2026.
“I’d like to take this opportunity to thank Brandon for his full commitment and partnership leading the agency and during this transition process,” added Donovan.
“Our priority right now is continuity. The two teams have worked together before, and this integration simply formalises a partnership that already existed in practice. Clients will continue to receive uninterrupted support from the senior leaders they already know well. The integration will strengthen client service with stronger tools, deeper expertise, and greater senior attention.”
