Omnicom axes Kinesso and Annalect brands in Australia

Omnicom Media has retired Kinesso and Annalect as standalone brands, bringing their Australian capabilities into its wider media operation.

The change forms part of the holding company’s post-acquisition simplification. It does not represent the closure of the services previously delivered by either business.

For clients, the immediate effect should largely involve branding and organisational changes. Existing teams will continue supporting accounts, with no local redundancies reported as a direct result of the integration.

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Where the Australian teams will sit

Kinesso’s performance marketing capability will move into Omnicom Media’s commercial discipline. Annalect’s data science, analytics and technology operations will sit within the group’s data, technology and analytics division.

Jessica White, current chief executive officer of Kinesso Australia, will continue leading the team during the transition.

Darren Stein, chief executive officer of Annalect Australia, will retain oversight of the capabilities previously carried under that brand. His remit also includes Google marketing technology specialist Trkkn and the group’s market research operations.

The restructure is intended to provide clients with more direct access to services spanning media, performance marketing, commerce, data and technology.

Omnicom Media’s full-service agency portfolio continues to include OMD, Initiative, UM, PHD, Hearts & Science and Mediahub.

Post-IPG consolidation gathers pace

Omnicom completed its acquisition of Interpublic Group on 26 November 2025, combining two of the advertising industry’s largest holding companies.

The transaction created a business with more than $US25 billion in combined annual revenue. Interpublic brought agencies and businesses including Initiative, UM, Kinesso, Acxiom and McCann into the Omnicom portfolio.

The Australian Competition and Consumer Commission cleared the acquisition in July 2025. It found the transaction was unlikely to substantially reduce competition in Australian media buying and marketing services.

The retirement of Kinesso and Annalect follows other brand consolidation across the combined company. Omnicom has been removing duplicated structures while retaining several of its major client-facing media agency brands.

Cost reductions remain a priority

Omnicom has linked the broader integration program to a major cost-reduction target.

John Wren, chairman and chief executive officer of Omnicom, said in February that the company was “simplifying and aligning our portfolio of businesses”. It doubled its total cost synergy target to $US1.5 billion, including $US900 million expected during 2026.

In its first-quarter results, released in April, Omnicom said it remained on track to deliver substantial cost synergies. The company attributed an improvement in its adjusted earnings margin from core operations partly to those reductions.

No Australian redundancies have been reported in connection with the retirement of the Kinesso and Annalect brands. Local client teams and leadership are expected to remain in place during the integration.