Last summer, Omnicom Group made a strategic decision to join the Integer Group Dallas with TPN, aiming to establish the commerce agency of the future. Integer Group is renowned for its growth marketing expertise, blending human-centricity with data-driven intelligence. Their innovative approach, known as Human Experience Planning (HXP), has long been focused on enhancing the retail experience. Amidst the challenges of COVID-19, they prioritized aiding brick-and-mortar establishments in their digital transformation efforts, ensuring they remained competitive as consumers shifted towards digital interactions with brands.
Similarly, during COVID, TPN, also recognized as a top commerce agency, conducted extensive research on shopper behavior and brand loyalty, particularly examining the impact of early adopters of Buy Online Pickup in Store (BOPIS) services. Their findings revealed that customers continued to patronize these stores even after pandemic restrictions eased.
Following the consolidation, TPN’s longtime CEO, Sharon Love, was promoted to Chairperson of Omnicom Commerce Group and Ellen Cook, former CEO of Integer, has assumed the role of CEO at TPN and Jim McKinnis, former CCO of Integer, now leads as CCO at TPN.
Patty Harrison from AdChat DFW recently spoke with Jim about the merger and the vision for uniting these two esteemed agencies to forge the commerce agency of tomorrow.
AdChat DFW
Hi Jim, tell us about changes you’ve been through in the last year.
Jim McKinnis
From my perspective this all started last summer when we learned that a good portion of the Integer folks, including myself and Ellen, our CEO, were going to be joining TPN. We were focused on how we were going to take these two great agencies, with a lot of talent and great blue-chip clients, and bring them together to build for the future.
So, the last six months has really been us planning all the details about what it means to put two agencies together, but more importantly, looking at the market, looking at our capabilities, looking at the challenges that our clients are facing and, and building the commerce agency for the future.
AdChat DFW
Did Omnicom decide to join the two agencies?
Jim McKinnis
It was a decision above my pay grade. What they decided to do was divide some of the Integer team to move to Tracy Locke, and the other part TPN.
AdChat DFW
So now that things have settled down a bit, will TPN be concentrating on the commerce side?
Jim McKinnis
Well, we’ve definitely been focused on building the new TPN. Both agencies have such an amazing history and collection of talent that we really felt we could build something special. Both agencies started years ago doing what we called shopper marketing, now more accurately called commerce. With a large roster of really tremendous clients. And, we had a lot different skill sets and talent that we needed to unite. It really was looking at what we want our focus to be, where we think the opportunity is going forward, and how do we build the best agency we can to help our clients navigate what are some pretty turbulent times. The amount of innovation that consumers themselves are driving is just astounding. And in many cases the changes they’re driving in technology, creating new pathways to purchase and brand engagement, is quite challenging for brands.
AdChat DFW
It’s like, is the consumer driving the brand or is the brand driving the consumer?
Jim McKinnis
Absolutely. You know that consumer gained a lot of power during COVID because brands were really starting to approach the actual purchase pathway with empathy. For instance, with the restaurant business, how do you want to engage with us during the pandemic? Do you want to pick up your order curbside? Or do you want to deliver through one of these many new channels? During that time, shoppers forged new pathways for themselves, in both purchase and brand engagement. The companies that really succeeded and weathered the storm, approached those changes with empathy. They listened to their customers and didn’t force them down the same old path. Everything changed. It then became, what does the consumer want, how can we serve you and how can we best adapt to be there for you?
AdChat DFW
We love you we want your money. How can we get it?
Jim McKinnis
Absolutely. Absolutely.
AdChat DFW
Is there going to be a new name?
Jim McKinnis
We’ve pretty much sunset the name Integer and officially became TPN at the beginning of 2024. We launched our new brand look recently and, people started changing their LinkedIn profiles. And today, we are moving forward at great speed.
AdChat DFW
Did you move locations?
Jim McKinnis
Yes, we moved out to Omnicom’s location on Belt Line in Irving.
AdChat DFW
What about the clients, did they merge?
Jim McKinnis
All of our clients from Integer were aware that we were becoming part of TPN and immediately started looking forward to our new breadth and depth of talent. The legacy TPN clients have also been very excited about learning some of our new capabilities and things that we bring to the table with the new TPN.
AdChat DFW
And what about you? Are you excited?
Jim McKinnis
I’ve been super excited about just having a much larger toy box to play with. It’s not just the clients that we get a chance creatively to work on, but the talented art directors, editors, shooters, writers and motion graphics artists. Not to mention strategy, planning, innovation and account leadership. Everyone and everything. The new team is coming together and it’s pretty exciting.
AdChat DFW
Is there something you’d like to add?
Jim McKinnis
Just that I think what we’re doing here is building an agency that is not going to just adapt to the future, but actually drive the future of commerce. We are very big on innovation, digital and social channels, but I truly get excited because our creative toolbox is even larger than in the days of the brand agency. We’re designing flagship stores with fabulous experiences and using technology in mind-blowing ways and of course leveraging AI in unique ways. This business keeps me young, that’s for sure!
AdChat DFW
Thanks so much for this interview, Jim, I appreciate it!
Jim McKinnis
You bet!
