Flywheel Integrates TPN to Accelerate Its Connected Commerce Vision

The convergence of media, technology, and retail is reshaping how brands engage shoppers, making scale and integration critical across the MarTech ecosystem. Against this backdrop, Flywheel announced that TPN, Omnicom flagship retail and commerce agency, has officially joined the Flywheel organization. The move strengthens Flywheel connected commerce vision by unifying decades of retail expertise with global data, media, and technology capabilities.

Flywheel, which operates as part of Omnicom, said the integration brings TPN operations, talent, and client relationships fully under the Flywheel brand. The announcement reflects a broader strategy to help brands navigate a marketplace where creativity, data, and activation must work together across physical and digital touchpoints.

“Transitioning TPN into Flywheel underscores Omnicom’s commitment to leading the next wave of connected commerce,” said Duncan Painter, CEO of 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.”

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Through the integration, Flywheel aims to offer clients a more unified global platform that connects strategy, creativity, data, and execution both in store and online. By bringing these capabilities together, the combined organization is positioned to support brands across the full commerce journey, from planning and activation to measurement and optimization.

“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.”

As part of the transition, Sarah Cunningham, formerly President of TPN, has been appointed Chief Retail Experience Officer at Flywheel. She will join the Flywheel executive leadership team and report directly to McCord. Cunningham and her team bring deep experience in retail strategy, experience design, and shopper marketing, which Flywheel plans to integrate into its technology driven global infrastructure.

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“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.”

For the industry, the integration of TPN into Flywheel highlights how commerce organizations are evolving to meet rising expectations from brands and retailers. By consolidating creative heritage with advanced data and media capabilities, Flywheel is reinforcing its role as a central player in connected commerce, signaling how future growth will be driven by unified platforms rather than fragmented solutions.