• Omnicom unit Flywheel published a white paper on July 14, 2026, urging brands to unify media, retail, trade, shopper marketing.
• Report flags fragmented teams, budgets, metrics as drivers of wasted media spend, missed sales, weak promo measurement, slower execution.
• Non-linear shopping cited as the baseline: 80% of consumers follow non-linear paths to purchase, based on OM Research Connected Commerce 2024.
• Social commerce, generative AI search, retail media cited as key disruption forces; 36% shifted most searches to generative AI platforms.
• TikTok gross merchandise volume cited at USD 33.1 billion in Q1 2026, underscoring faster convergence of discovery and purchase.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Omnicom Group Inc. published the original content used to generate this news brief via PR Newswire (Ref. ID: NY00650) on July 14, 2026, and is solely responsible for the information contained therein.