In today’s Digest, we discuss Omnicom announcing a major overhaul with new leadership and job cuts, Havas buying Unnest to boost data services, and retailers seeing an 830% jump in traffic from generative AI.

Omnicom announces major overhaul

Omnicom has announced a major overhaul following its USD$9bn (£6.81bn) acquisition of Interpublic Group, creating the world’s largest agency network by revenue. The restructuring includes retiring the three historic creative brands DDB, FCB, and MullenLowe, while consolidating operations under three global creative networks: BBDO, TBWA, and McCann. Six media networks, including OMD, Mediahub, and Hearts & Science, will remain intact as part of the new structure.

The company also plans to cut 4,000 jobs before year-end. Omnicom CEO John Wren described the changes as a catalyst for growth and collaboration, emphasising efforts to streamline operations. 

Havas buys Unnest to boost data services

Unnest, a French data consulting and engineering firm, has been acquired by Havas as part of its strategy to expand global AI and analytics capabilities. The acquisition will bolster Havas Media Network’s CSA unit, which focuses on data, technology, and analytics, and aligns with the group’s Converged.AI strategy. Unnest’s capabilities will be integrated to create  a combined team of 120 data specialists in France. 

According to Nicolas Chollet, co-founder of Unnest: “In a rapidly growing data and AI landscape, joining Havas represents a unique opportunity to accelerate our growth and leverage our technological expertise in support of a global vision. We are eager to contribute to the creation of innovative solutions for brands.”

Retailers see 830% jump in traffic from generative AI 

AI is reshaping shopping habits, with Adobe reporting an 830% year-over-year increase in AI-driven traffic to retail sites during early November. Consumers are turning to tools like ChatGPT, Gemini, and Claude to find holiday gifts, particularly in tech-related categories. Toys, video games, appliances, personal care products, and electronics top the list of searches on AI platforms.

Adobe’s data suggests AI-assisted shoppers are more engaged, converting at rates 30% higher than those arriving via traditional search. However, adoption remains slow. A survey by AT&T found that 58% of Americans still prefer conventional search engines like Google for holiday shopping, while only 9% are more likely to use AI tools. Adobe’s own consumer survey revealed that 32% have already used AI for online shopping, and nearly half plan to leverage it for holiday purchases.