Omnicom announced that its flagship retail agency, TPN, has been fully integrated into the Flywheel Commerce Network, creating a single, end‑to‑end commerce practice that combines TPN’s 40‑plus‑year retail and creative heritage with Flywheel’s global technology, data, and media platform. The move also brings TPN’s former president, Sarah Cunningham, into the Flywheel leadership team as Chief Retail Experience Officer, while other senior TPN executives join the Flywheel C‑suite.
The integration is a key element of Omnicom’s strategy to dominate the next wave of connected commerce. By merging TPN’s deep retail insight with Flywheel’s AI‑driven data and orchestration tools, the company can offer clients a unified solution that spans brand, media, and commerce across online and in‑store channels. The consolidation follows the completion of Omnicom’s merger with Interpublic Group, a period during which the agency has been realigning its capabilities around data, technology, and AI.
Clients of both TPN and Flywheel will continue to work with their existing teams, but will now have access to a broader set of resources, including Flywheel’s global commerce technology stack and AI‑powered analytics. The unified platform is expected to accelerate new business wins, improve client service, and support Omnicom’s broader goal of scaling its omni‑platform and agentic AI initiatives across the agency network.
While no immediate market reaction has been reported for this specific announcement, the integration fits into a broader narrative of Omnicom’s post‑IPG expansion and its focus on data‑centric commerce solutions. The move signals the company’s intent to deepen its competitive position in the rapidly growing retail media and connected commerce market.
"Transitioning TPN into Flywheel underscores Omnicom’s commitment to leading the next wave of connected commerce," said Duncan Painter, CEO of Flywheel Commerce Network. "The move marks a major milestone in Flywheel’s growth journey, combining TPN’s 40+ years of retail and creative expertise with Flywheel’s global scale in technology, data, and media."
Sarah Cunningham added, "TPN’s legacy of creative excellence and deep retail insight is now amplified by Flywheel’s world‑class data and technology. Together, we are connecting every dot from brand vision to conversion, creating new possibilities for our clients."
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