Flywheel, the worldwide leader in commerce media and technology solutions and part of Omnicom, has announced that TPN, Omnicom's flagship retail and commerce agency, has joined the Flywheel organization.
This integration combines TPN's decades of retail and creative expertise with Flywheel's global capabilities in technology, data, and media to address the evolving demands of brands and shoppers in connected commerce.
The transition incorporates TPN's operations, talent, and client relationships into the Flywheel brand, creating a unified global platform that connects strategy, creativity, data, and activation across in-store and online channels.
"Transitioning TPN into Flywheel underscores Omnicom's commitment to leading the next wave of connected commerce," says Duncan Painter, CEO, Flywheel Commerce Network and Omni. "The move marks a major milestone in Flywheel's growth journey, combining TPN's 40+ years of retail and creative expertise with Flywheel's global scale in technology, data, and media to meet the rapidly changing needs of modern brands and shoppers."
"The future opportunity of commerce lives in the connection between creativity, data, and the moment of purchase," said Alex McCord, CEO of Flywheel. "With TPN joining Flywheel, we're looking forward to the direct impact this will have for our clients; bringing together specialized commerce capabilities across the marketplace ecosystem to help our client partners grow and win. By unifying shopper, brand, and retail media under one coordinated infrastructure, we will shape and elevate the new standard for how brands plan, activate, and measure across the entire commerce journey."
Sarah Cunningham, formerly President of TPN, will take on the role of Chief Retail Experience Officer at Flywheel, reporting directly to McCord and joining the C-Suite. She brings extensive expertise in retail strategy, experience design, and shopper marketing to enhance Flywheel's technology infrastructure.
"This is where technology meets imagination and where strategy meets shelf," said Cunningham. "TPN's legacy of creative excellence and deep retail insight is now amplified by Flywheel's world-class data and technology. Together, we're connecting every dot from brand vision to conversion, creating new possibilities for our clients."
Further appointments include Phil Camarota as Chief Creative Officer and Chris Rueckert as Senior Vice President of Commerce.
Clients will maintain continuity with existing teams while accessing Flywheel's broader global resources, advanced measurement tools, and technology for precise planning, activation, and growth measurement throughout the shopper journey.
This strategic integration strengthens Flywheel's position in delivering measurable commerce outcomes, driving incremental sales, share, and profitability in a dynamic retail media landscape.
About Flywheel
Flywheel's best-in-class service combines tailored expertise with unparalleled software solutions to achieve a singular goal: drive incremental sales, share, and profitability for our clients with measurable growth and impactful commerce outcomes. As the leader on every major marketplace platform, we pride ourselves on our size and influence, but what sets us apart is our unwavering commitment to providing a customized level of service. Client success is what drives us. With operations across the Americas, Europe, APAC, and China we're often thought of as a retail media company because of the scale of our buying power - but the truth is we drive value across the entire commerce experience. We'll do whatever it takes to make sure our clients thrive in the ever-changing commerce landscape.
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