Omni & Flywheel Commerce Network

Omnicom's proprietary data and commerce backbone, differentiating the holding company in retail media and precision marketing against rival holding companies and independent platforms

Omni & Flywheel Commerce Network is Omnicom's integrated data and digital-commerce division, formed following the completion of Omnicom's acquisition of Interpublic Group and the subsequent organizational restructure in late 2025. The division is led by CEO Duncan Painter, formerly of Ascential, who joined Omnicom when it acquired Flywheel Digital (previously part of Ascential) in 2023. It serves as the data and technology backbone for Omnicom's broader agency network, housing both the Omni marketing operating system and the Flywheel digital commerce platform. The Omni platform is Omnicom's proprietary people-based precision marketing operating system, providing audience intelligence, data connectivity, and workflow orchestration across Omnicom's agencies. Flywheel brings retail media management, digital shelf analytics, and commerce acceleration capabilities — originally built to help brands optimize performance on Amazon and other major retailers. Together, the combined division offers a rare integration of upper-funnel audience data with lower-funnel commerce execution, a capability set increasingly demanded by large consumer goods advertisers. In the AdTech ecosystem, this division positions Omnicom as a formidable competitor to holding company rivals and independent commerce platforms alike. By embedding Flywheel's commerce intelligence directly into the Omni data layer, Omnicom can offer clients closed-loop measurement from media exposure through to retail sales conversion. The division competes with WPP's Commerce practice, Publicis Commerce (powered by CitrusAd and Epsilon), and independent retail media specialists, while also serving as a differentiating asset in Omnicom's pitch against consultancies like Accenture Song.