Global advertising and marketing giant Omnicom has transferred at least 468 employees involved largely in product and engineering work on its flagship AI-powered Omni platform to third-party technology services company Endava, according to a report by ADWEEK.
The transfers reportedly took place in June and July and affected employees across the United States, United Kingdom, India and Malaysia. ADWEEK said the figure was based on company documentation obtained by the publication.
The development affects teams associated with a technology platform Omnicom has placed at the centre of its strategy following its acquisition of Interpublic. Omnicom unveiled the next generation of Omni in January, describing it as an AI-driven marketing intelligence platform combining creativity, media, data and artificial intelligence within a single operating system
According to ADWEEK, the transfer of the 468 workers to Endava was separate from layoffs that affected about 50 U.S. employees in the Omni Platforms Product & Engineering Division on June 9. The publication said documentation it obtained showed that the affected workers were laid off rather than transferred.
The distinction means the hundreds of employees moving to Endava should not all be described as having been laid off. Instead, substantial parts of the engineering and product operations responsible for building Omni are being outsourced to the technology contractor.
The restructuring is particularly significant because of the importance Omnicom has attached to Omni. On its corporate website, the company currently describes the technology as its “AI-driven marketing intelligence platform,” bringing together creativity, media, data and AI.
When the revamped platform was unveiled at the Consumer Electronics Show in January, Omnicom said it incorporated technology and talent from both Omnicom and the recently acquired Interpublic, including Acxiom, Flywheel Commerce Cloud, Interact and an expanded agentic AI framework.
Omnicom Chairman and Chief Executive Officer John Wren said at the launch that the platform was intended to connect the company’s marketing capabilities through a unified and intelligent system. The company said Omni would enable its teams to integrate consumer insights, creative work, media, commerce and measurement.
The reported outsourcing therefore represents a notable change in how some of the technical work supporting that platform is organised. ADWEEK described those being moved as including hundreds of engineers and product employees who helped build a system Omnicom has positioned as central to its future.
Omnicom has not, in the material reviewed by Newspot Nigeria, publicly announced the transfer of the 468 employees. The specific number and details of the restructuring remain attributable to ADWEEK’s reporting and the documentation it says it obtained.
