Rapp is to become part of CRM stablemate Critical Mass in the latest round of internal restructuring in parent company Omnicom’s precision marketing division.Jeannine Falcone, global chief executive of Rapp since 2024, is to leave the business.Critical Mass and Rapp jointly employ in the region of 3000 staff between them, and some job cuts are expected as a result of the global shake-up. Critical Mass had about 1500 staff and Rapp 1700, according to prior disclosures.Omnicom declined to comment on jobs, but said Rapp will continue to operate as an agency brand for clients and staff, under the umbrella of Critical Mass.It is understood key local market leaders will remain in place at Rapp, including John Wells, CEO, North America at Rapp, and Samantha Kennedy, EVP client leadership at Rapp UK.The latest restructuring follows a prior move by the Omnicom Precision Marketing division in March when it folded MRM, formerly part of Interpublic, into Critical Mass and Rapp.Some of MRM’s offices, notably in the UK and North America were closed, although the MRM brand continued to operate in some markets.US-based Omnicom said moving Rapp into Critical Mass was part of a wider reorganisation by OPM as it looks to focus on two core areas — transformation consultancy, led by Credera, and activation, led by Critical Mass.An Omnicom spokesperson said: “The new Omnicom Precision Marketing is focused on strengthening Omnicom's transformation consultancy and activation offerings. Credera will lead the transformation consultancy practice, with Critical Mass leading activation.“Critical Mass, Omnicom's premier digital experience and AI innovation agency, now leads the activation practice, retaining and maintaining the Rapp, MRM, and Targetbase brands as distinct operating brands under its leadership.“This integration brings together their CRM platform expertise, journey management, and first-party data capabilities with creative excellence and performance capabilities, enabling Omnicom to deliver intelligent activation across the full funnel with data-driven decisioning at scale to help clients move faster and deliver more connected customer experiences.”Chris Gokiert is global CEO of Critical Mass and Luke Taylor is global CEO of OPM.Rapp has been one of the biggest agency names in customer relationship management globally and in the UK. It won gold for Digital Transformation Agency at Campaign’s Agency of the Year Global Awards in June 2025, and gold for Performance Marketing Agency at Campaign’s Agency of the Year UK Awards in March 2026.Rapp UK has undergone a number of departures in the past six months, including chief executive Gabrielle Ludzker who left in November last year, and chief creative officer Al Mackie,who left in December last year.Omnicom completed its $8.9bn (£6.6bn) acquisition of Interpublic to create the world’s biggest agency group in November 2025 and announced a sweeping restructure, including axing creative agency networks DDB, FCB and MullenLowe and making 4000 redundancies.The US agency group went on to double its annual cost savings target to $1.5bn, including $1bn from staffing costs, by 2028 at its annual results in February.This story first appeared on Campaign UK.