Flywheel: John Wren (left) and Duncan Painter
Omnicom is to buy Ascential’s digital commerce business, Flywheel, in a $900m deal that will be the biggest acquisition in the US agency group’s history.
Duncan Painter, the chief executive of Ascential, the UK-based parent company of Cannes Lions, will join Omnicom and run Flywheel, which claims to be the “largest addressable media buyer on Amazon”.
Flywheel has about 2,000 staff and works with about 4,500 brands. The Flywheel Commerce Cloud platform “manages tens of billions in product sales and billions of advertising spend annually across digital marke
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