Published on: August 3, 2026
Omnicom has introduced its innovation and experience consultancy dotdotdash in New Zealand, with James Blair appointed as Chief Executive Officer and Matty Burton leading the business’s creative direction.
Originally joining the Omnicom network through TBWA\Worldwide’s acquisition four years ago, dotdotdash is recognised for creating innovative brand experiences, products and services for global brands including PepsiCo, McDonald’s, adidas and The North Face. The consultancy focuses on helping brands expand beyond traditional communications through growth strategy, business model innovation, product design and experience development.
Before taking on the new role, Blair served as Managing Director of Track+Tribal, DDB’s web, technology, social and customer business, before later leading DDB Group Aotearoa as Managing Director. Burton previously held the position of Regional Chief Creative Officer for DDB Group Australia and New Zealand.
The launch comes following significant restructuring within Omnicom’s creative network. Earlier this year, DDB New Zealand merged with FCB to form McCann New Zealand, creating new opportunities for leadership and innovation across the region.
The newly established New Zealand team has already begun delivering work. Most recently, dotdotdash NZ contributed to “The Forbidden Pharmacy”, a campaign by McCann New Zealand that highlighted medicines unavailable through New Zealand’s public healthcare system by displaying them behind locked cabinets.
The New Zealand expansion follows the recent launch of Le Truc by Publicis Groupe across Australia and New Zealand, reflecting increasing investment by global holding companies in innovation-led creative offerings.
TBWA acquired dotdotdash in 2022 after collaborating with the consultancy on several projects. At the time, then Global CEO of TBWA, Troy Ruhanen, said dotdotdash’s “bleeding-edge capabilities” accelerated the agency’s ability to “deliver disruptive brand experiences and continue to pioneer our clients into new spaces.”
Following his promotion to Global CEO of Omnicom Advertising in late 2024, Ruhanen told LBB, “At the end of the day, we need to be able to have all of us operating at the very best capabilities that we can provide to clients.”
He added, “We’re going to win more often when Omnicom is a stronger company.”
Today, dotdotdash operates from its headquarters in Portland, with offices across Los Angeles, New York, Amsterdam, China, and now New Zealand. The consultancy has previously developed projects including an AI-powered personalised radio station for LG, an AI experience for Nike Air, and a shoppable 3D virtual environment for Calvin Klein.
Reflecting on the TBWA acquisition, co-founder Kyle Bañuelos said, “It’s clear we share the same vision for where the industry is headed — creativity that influences product and services, experience design and new forms of communications.”
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