TPN

What TPN does

TPN was a Dallas-based retail marketing agency with approximately 40 years of heritage in retail strategy, shopper marketing, and experience design, serving enterprise CPG brands and owned retail operators across verticals including alcoholic beverages, telecommunications, financial services, snacking, and healthcare. The firm operated as Omnicom Group's flagship retail and commerce agency following its 2001 acquisition, offering services spanning retail media, managed media, retail transformation, content optimization, and omnichannel commerce execution. Distribution was exclusively direct enterprise sales, augmented by Omnicom's global agency network across the Americas, Europe, Asia-Pacific, and China.

TPN's technology stack centered on the proprietary Omni+ dataset — described as the industry's largest data foundation for shopper media personalization — combined with the Flywheel Commerce Cloud platform. Together these assets processed over $10B in annual media investment across 400+ marketplaces, enabling personalized commerce media at scale through AI-driven targeting and analytics. Product offerings spanned Retail Media (search, display & video, measurement and reporting), Retail Operations (content optimization, catalog maintenance, fee recovery), Market Intelligence (market share analysis, digital shelf monitoring), and consulting services covering opportunity assessment, digital commerce strategy, and organizational transformation.

The business operated on a hybrid professional services and SaaS/technology-enabled services model. Revenue derived from enterprise project-based engagements (shopper marketing, retail strategy, creative production) alongside technology platform revenue from the Commerce Cloud suite, with quote-based engagement pricing. In January 2026, following Omnicom's acquisition of IPG, TPN was folded into Flywheel — Omnicom's commerce media and technology division — and the TPN brand was sunsetted. Former TPN President Sarah Cunningham transitioned to Chief Retail Experience Officer at Flywheel, with Phil Camarota elevated to Chief Creative Officer, combining TPN's shopper marketing expertise with Flywheel's retail media data capabilities into a unified Connected Commerce offering.

Name

TPN

Legal name

TPN

Website

https://tpnretail.com

Company type

Private

Founded year

1985

Operating status

Acquired

Headcount range

251–500 employees

Short description

TPN was a Dallas-based retail marketing agency with 40+ years of heritage, serving enterprise CPG brands and owned retailers with shopper marketing, retail media, and commerce technology. Acquired by Omnicom in 2001 and integrated into Flywheel in January 2026, with the TPN brand sunsetted.

Ownership category

akta.pro rank

Product category

Shopper Marketing and Retail Commerce Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (541830), Media Representatives (541840)

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Trade Promotion Management & Optimization (TPM/TPO) (MPAAAJAH)

Keywords

• Shopper marketing services
• Retail media advertising
• Commerce strategy consulting
• Digital commerce solutions
• Retail experience design

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Retail and Commerce Agency Services: Professional services revenue from shopper marketing, retail strategy, experience design, and creative services for CPG brands and retail clients. Services include full commerce strategy, managed media, retail excellence, and content & creative services.
2. Commerce Technology Platform: SaaS and technology platform revenue from Commerce Cloud suite including retail media, search, display & video, measurement & reporting, retail operations, content optimization, fee recovery, catalog maintenance, and advanced retail analytics.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

TPN fundamentally operated as a B2B shopper marketing and retail commerce agency delivering unified commerce strategy, retail media, retail experience design, content and creative, and consulting services to enterprise CPG brands and owned retail operators. Its offerings were packaged under the Flywheel Connected Commerce umbrella, combining agency services with the Commerce Cloud software suite (Retail Media, Retail Operations, Market Intelligence) and the proprietary Omni+ dataset powering AI-driven personalized commerce media at scale.

Product overview

Flywheel Connected Commerce is a unified commerce platform that combines TPN's 40+ year heritage of retail strategy, experience design, and shopper marketing with Flywheel's global technology capabilities. The platform architecture consists of the Commerce Cloud as the core software suite, supported by Managed Media Services, Retail Excellence Services, Content & Creative Services, and Consulting Services. The Commerce Cloud includes Retail Media (Search, Display & Video, Measurement & Reporting), Retail Operations (Content Optimization, Rich Media, Fee Recovery, Catalog Maintenance, Advanced Retail Analytics), and Market Intelligence (Market Share, Digital Shelf, Retail Insights). The platform leverages Omni+ and Flywheel Commerce Cloud data assets to deliver a Total Commerce View, processing $10B+ in annual media investment across 400+ marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Commerce Cloud Suite of integrated, self-serve software products built to accelerate growth in digital commerce, encompassing Retail Media, Retail Operations, Market Intelligence, and supporting capabilities. Targeted at enterprise CPG brands and retailers.
• Retail Media Enables brands to reach shoppers through Search, Display & Video advertising on retail platforms, with Measurement & Reporting capabilities to track performance. Targeted at enterprise CPG advertisers and retailers.
• Retail Operations Provides operational support including Content Optimization, Rich Media, Fee Recovery, Catalog Maintenance, and Advanced Retail Analytics to manage retail presence. Targeted at CPG brands and retailers operating across marketplaces.
• Market Intelligence Delivers competitive insights through Market Share analysis, Digital Shelf monitoring, and Retail Insights to inform brand strategy. Targeted at CPG brand strategists and category managers.
• Managed Media Services Full-service media management including Paid Search, Programmatic Display & Video, and Amazon Marketing Cloud (AMC) execution. Targeted at enterprise CPG brands and retailers.
• Retail Excellence Services Comprehensive retail support including Brand Protection, Supply Chain & Logistics, and Borderless Selling capabilities for global commerce. Targeted at enterprise CPG brands and retailers.
• Content & Creative Services Creative production services covering Product Page Content, Retailer Brand Stores, Advertising Creative, and Content Syndication Support. Targeted at CPG brands and retailers.
• Consulting Services Strategic advisory including Opportunity Assessment & Sizing, Profitability & Portfolio Assessment, Digital Commerce Strategy, Retail Media Strategy, Education & Upskilling, and Organizational Transformation. Targeted at CPG brand leadership and retail executives.
• Connected Commerce Unified commerce offering combining retail strategy, experience design, shopper marketing, and the Commerce Cloud platform to deliver a Total Commerce View across online and in-store channels. Targeted at enterprise CPG brands and owned retail operators.

Quantifiable outcome

• $10B+ annual media investment managed across platform
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• FlywheelcoreStrategic or Co-development Partner · 5 January 2026TPN was integrated into Flywheel, Omnicom's commerce media and technology division. The integration combines TPN's 40+ years of shopper marketing expertise with Flywheel's retail media data capabilities, creating a unified commerce ecosystem spanning retail media, shopper marketing, ecommerce, and product detail pages.
• IPG (Interpublic Group)coreStrategic or Co-development Partner · 5 January 2026Omnicom's acquisition of IPG triggered the integration of TPN into Flywheel as part of the consolidation of commerce media operations following the merger.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Flywheel: Flywheel is Omnicom's commerce media and technology division that absorbed TPN in January 2026. It operates the same Flywheel Commerce Cloud platform with which TPN is now integrated, making it the most direct functional peer.
• The Mars Agency: The Mars Agency is a leading independent shopper marketing and commerce agency with deep CPG expertise across retail media, in-store activation, and shopper insights — closely comparable to TPN's core shopper marketing offering.
• Momentum Worldwide: Momentum Worldwide is an IPG-owned experiential and shopper marketing agency. Post-Omnicom-IPG merger, it becomes a structurally comparable peer offering shopper and retail experience design services to enterprise CPG brands.
• Geometry Global: Geometry (a WPP company) is one of the largest global shopper marketing and activation agencies, competing directly with TPN for CPG retail marketing budgets and offering comparable omnichannel commerce services.
• Tinuiti: Tinuiti is a large independent performance marketing agency specializing in retail media (Amazon, Walmart) and commerce media services — directly comparable to TPN/Flywheel's retail media and managed media capabilities.
• Crossmedia: Crossmedia is an independent media agency that has built significant commerce media and retail media capabilities serving CPG advertisers — comparable to TPN's enterprise CPG retail media focus.

Broad incumbents

• Publicis Commerce: Publicis Commerce is Publicis Groupe's dedicated commerce media division, offering comparable retail media, marketplace, and shopper marketing services at global scale across CPG clients.
• GroupM Nexus: GroupM Nexus is WPP's commerce media arm, providing retail media, programmatic, and omnichannel commerce services to enterprise CPG brands — a broad-incumbent peer in the same commerce media space.
• Merkle: Merkle (a Dentsu company) is a large performance marketing and customer experience agency with significant retail media, commerce, and CRM capabilities serving enterprise CPG clients comparable to TPN's.

Emerging players

• Catalyst (GroupM): Catalyst is GroupM's performance-driven commerce agency focused on retail media and marketplace activation for enterprise brands — an emerging focused player within the broader holding-company stack competing for the same CPG budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xx.com/tpnretail
• LinkedInlinkedin.com/company/tpn

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TPN