John Wren: ‘Calculated risk makes you stronger’

Are you optimistic about the future of creativity?

Absolutely, I am very optimistic about the future of creativity. Creativity has always been at the heart of what we do at Omnicom and in the broader marketing and communications industry. What excites me most is how creativity continues to evolve, shaped by new technologies, changing consumer behaviours and the ever-expanding possibilities of data and AI. Despite the challenges and uncertainties in the global landscape, creativity is resilient. However, creativity has never been the endgame for us. It’s the means to an end – to drive our clients’ brands and businesses. 

In fact, it often thrives in times of disruption, because that’s when brands need to find new ways to connect with people and drive business outcomes. Our teams are pushing boundaries every day and my prediction is the winning campaigns at Cannes will be those that excel in combining creativity with technology and the human touch. Those will be the ones that take our breath away. 

Have clients become more risk-averse because of global uncertainty?

There’s no doubt that, in times of global uncertainty – whether economic, geopolitical or social – clients tend to become more cautious. Budgets are scrutinised more closely and there’s a natural inclination to lean into what’s safe and proven. However, I’d say that our most forward-thinking clients understand that reducing marketing spend can lead to a loss of market share, which is difficult to win back. 

At Omnicom, we’re focused on helping our clients navigate these challenges with confidence. That means putting data and technology at the service of creativity, so that every bold idea is also grounded in insight and intelligent outcomes. Ultimately, I believe that those who embrace calculated risk – who use this moment to reinvent, to transform and to lead – will be the ones who come out stronger. Our job is to be the partner that helps them do exactly that.

What cultural event are you most looking forward to this year and why?

I am most looking forward to completing our acquisition of Interpublic, which is on track to close later this year. I owe Omnicom most of the success that I’ve experienced in my life, and with that comes an obligation to build it and leave it with the best assets, tools and people possible. I believe this deal with Interpublic will help me fulfil that obligation. By coming together, we will have a new organisation that reimagines our industry and drives a bold new era of growth and creativity – for our clients, our people and our company’s future.

John Wren is chief executive officer, Omnicom