Source link : https://capital-cities.info/2026/03/18/world/oceania/nick-garrett-transforms-100-brands-disrupts-old-models-and-challenges-consulting-giants-while-targeting-publicis-as-the-ultimate-competitor/
Omnicom Oceania chief Nick Garrett is undertaking a sweeping overhaul of the agency network’s operations, revamping its portfolio of 100 brands and abandoning the traditional creative-media holding company model. In a strategic bid to position Omnicom closer to client decision-making, Garrett is reshaping organisational structures and mandates, seeking to propel Chief Marketing Officers (CMOs) and Chief Creative Officers (CCOs) into more influential upstream roles. As Omnicom intensifies its challenge to consulting firms encroaching on marketing territory, Garrett acknowledges that rival Publicis remains its “biggest threat” in the fiercely competitive Australian market.
Omnicom Oceania Chief Nick Garrett Overhauls Brand Portfolio and Dismantles Creative Media Holdco Model
In a sweeping move that signals a fundamental shift in Omnicom Oceania’s operational blueprint, Nick Garrett has undertaken a comprehensive reshuffle affecting over 100 brands across the region. Central to this overhaul is the dismantling of the traditional creative-media holding company model, a structure long seen as the cornerstone of agency offerings. By breaking down these historical silos, Garrett aims to foster greater collaboration between Chief Marketing Officers (CMOs) and Chief Creative Officers (CCOs), elevating their strategic influence and positioning them “upstream” in the client-business decision chain. This evolution is set to enable faster innovation and more integrated…
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Author : Jackson Lee
Publish date : 2026-03-18 20:26:00
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