Omnicom Group is merging 180 and adam&eveDDB New York, two of its creative agencies, into a new entity called Lola USA. The move officially introduces the globally recognised Lola brand to the U.S. market for the first time.
The consolidation reflects Omnicom’s broader push to streamline operations following its acquisition of $13.5 billion of IPG, as the holding company sharpens its focus on integrated capabilities and fewer, more scalable brands. It also follows last year’s decision to retire legacy agency names, including DDB, FCB, and MullenLowe, as the company is targeting $750 million in annual cost savings and expects to generate a combined revenue of over $25 billion.
Omnicom CEO John Wren insisted the company still believes in agency brands, saying, “Yes, there’s consolidation happening at a network level. But in terms of what we have to offer the marketplace, no one comes within a mile of what we have to offer in terms of being able to provide the right fit for the client.”
Lola USA will operate out of New York and Los Angeles, helmed by CEO Agathe Guerrier and Chief Creative Officer JD Jurentkuff, both veterans of Omnicom’s agency network. The pair previously led 180’s U.S. operations together after being appointed to those roles in late 2023.
Guerrier, a former strategist, had served as Global Chief Strategy Officer at TBWA\Worldwide before stepping into agency leadership. On taking on her role at 180, she wrote, “I’m proudly retiring from strategy, and entering the world of 180 Global as US CEO, with the best creative partner in JD Jurentkuff.”
Jurentkuff, for his part, is an Emmy Award-winning creative leader who, over five years, earned over 100 major advertising awards, including Cannes Lions Gold, The Webbys, One Show, D&AD, Art Directors Club, and Andys, much of it through his 12-year tenure at TBWA\Media Arts Lab, Apple’s dedicated creative agency.
The broader Lola USA leadership team draws from both predecessor agencies. Elliott Bastien steps in as Head of Strategy, Laura Cona becomes Chief Growth Officer, Devon Hay takes on the role of Managing Director, Caroline Jackson serves as Chief Client Officer, and Margaret Coleman leads account management.
Lola is among a select group of boutique-style agencies that Omnicom has chosen to retain and grow within its newly structured U.S. Advertising Collective, alongside shops like Goodby Silverstein & Partners, The Martin Agency, and Deutsch. The launch of Lola USA signals that Omnicom sees the brand as a vehicle for creative ambition in a consolidated landscape, rather than simply another casualty of merger math.