Omnicom Advertising Spain has announced the integration of two of its flagship brands, DDB and TBWA, into a single entity that will operate under the TBWA Spain brand, self-described as “The Disruption Company.” This move is the first major development in the Spanish market following the global merger between the giants Omnicom Group and IPG Group, completed last November, which created the world’s largest media holding company. Leadership with DDB DNA The new TBWA Spain structure will be led by two key figures who have defined DDB’s success over the past decades: José María Roca de Viñals, as Chairman and Chief Commercial Officer, and Sam Judez, as CEO. For his part, José María Rull, president and CEO of Omnicom Advertising Spain, explained that “with our existing clients and the new ones recently acquired and joining us in 2026, the new TBWA will become one of the leading agencies in our country. José María, Sam, and the entire current team from both agencies are already embarking on what will be one of the most transformative periods for our new group in Spain.” The new TBWA launches with an enviable client portfolio that includes Movistar, Aldi, Repsol, Telepizza, and Danone, among others. The challenge for Judez and Roca de Viñals is to demonstrate that combining teams doesn't dilute the creative essence, but rather enhances it. As Sam Judez states, this integration is an opportunity to “accelerate the transformation of the model,” where creativity acts as the driving force in an era of technological revolution. One more step in a global alliance It's worth remembering that before the merger of Omnicom and IPG, both already encompassed some of the world's leading agencies. Thus, Omnicom included agencies such as BBDO, TBWA, FleishmanHillard, and Omnicom Media Group, while Interpublic encompassed names like IPG Mediabrands, McCann Worldgroup, and MullenLowe Group. The combined revenue of both companies is considerable, with Omnicom's (€13.538 billion) exceeding IPG's (€10.890 billion). The disappearance of the DDB brand in Spain (one of the most established advertising networks) is symptomatic of a global strategy aimed at improving operational efficiency by eliminating redundancies to compete on cost and agility with technology consultancies. Furthermore, the new brand brings together creatives and strategists to manage massive client portfolios that were previously fragmented.