Report: "Ten Years of Innovation Come
Together in Its Comprehensive Omni Platform…"
NEW
YORK, Nov. 13, 2024 /PRNewswire/ -- Omnicom
Media Group (OMG), the media services division of Omnicom (NYSE:
OMC), has been named a "Leader" among global media management
services providers in a new analysis from leading research and
advisory firm Forrester.
Published today, The Forrester Wave™: Media Management
Services, Q4 2024 evaluated twelve significant global media
management service providers against 22 criteria specific to
current offering and strategy. Designed to help CMO professionals
select the right provider for their needs, the report assesses the
media groups under three designations: Leaders, Strong Performers,
and Contenders.
With the highest possible scores (5) across eight criteria
Omnicom Media Group was one of only three of the 12 providers
evaluated to receive designation as a "Leader". Under the current
offering category, OMG received 5/5 scores in criteria
including Martech and Adtech Implementation, Media
Responsibility, Principal- Based Buying, Content Production and
Broadcast Buying. Additionally, OMG received the highest
possible scores in three out of five of the criteria within the
strategy category, including Innovation, Partner Ecosystem and
Pricing Flexibility and Transparency.
According to the evaluation," Reference customers note the
agency's transparent business practices, trustworthy relationships,
and strength of Omni technology for media and business
intelligence."1 (Omni is the open operating system that
supports all Omnicom agencies.)
Strategy and Capabilities Powered by Omni
The Forrester report states that "OMG shines in its ability to
carry audience intelligence through media planning, buying, and
activation – and into scaled, near-real-time creative
campaigns,"2 and also notes that "OMG and Omnicom
Group's 10 years of innovation come together in its comprehensive
Omni platform, which contains media planning tools, an AI-powered
assistant, first- and third-party data, and end-to-end marketing
orchestration capabilities, including a creative
sandbox."3
OMG also credits Omni for enabling the group to leverage the
full range of Omnicom's commerce capabilities described in The
Forrester Wave™:Commerce Services, Q2 2024 that "help clients
build a total commerce experience..."4 In that report,
OMG's parent company – which acquired digital commerce powerhouse
Flywheel at the beginning of the year - received the highest
possible scores in the commerce strategy, vision, innovation,
retail media, platforms, data/analytics/AI, online retail and
marketplaces, in-store services and partner ecosystem criteria -
capabilities that OMG activates through its Agency as a Platform
model that enables OMG agencies to draw talent, tools and
technology from across the entirety of the OMG and Omnicom
networks.
Technology, Transparency and Trust
"Marketers have many reference points - such as new business
rankings, creative awards and effectiveness ratings - that offer a
benchmark for which media groups are leading the industry,
but the Forrester Wave stands alone in providing depth of insight
into why a group is a leader," said OMG CEO Floran Adamski.
"And we believe this latest report suggests Omni is a big part of
the "why" behind OMG's success. It is the engine for our Agency as
a Platform approach that enables OMG agencies to purposefully build
flexible ecosystems of talent, capabilities, and technology drawn
from across the group and all of Omnicom - connecting media,
content, and commerce to drive transformative growth for our
clients. Omni makes OMG - currently the #1 media group for total
new business YTD, with the two top scoring media agencies at
Cannes, and the highest scoring
media group on the Effie Index – a "Leader".
Summing up what he sees as the report's key message for
marketers, Adamski said, "Our clients say it best - OMG delivers
the technology they demand, the transparency they deserve and the
trust they need from their media investment partner. Meeting those
mandates – every day - is the core mission of our 26,000 people
working around the globe to drive business growth for OMG
clients."
Receiving Forrester's designation as a "Leader" is the latest in
a streak of good news for Omnicom Media Group, which in September
was awarded the lion's share of one of the most hotly contested
reviews of the year when Amazon named OMG its media agency of
record for the Americas - a mega-win that followed the group's
retaining the global media assignment for Volkswagen Group and HP,
expanding its remit from Gap Inc. and being named media AOR for
Priceline, HanesBrands Inc. and the David Yurman Company among
others.
Concurrent with growing its client roster, OMG has also
continued to expand its partner ecosystem, announcing
first-to-market partnerships
with Google, TikTok, Amazon and Meta designed
to bridge the gap between creators and commerce, driving better ROI
across influencer channels.; and collaborations with
Amazon, The Trade
Desk, TikTok and Instacart designed to directly
connect upper funnel media investments to sales.
As of this writing and based on the most recent numbers reported
in the COMvergence dashboards that provide a moment-in-time
snapshot of the new business landscape, OMG's YTD total new
business record (wins-losses, including retentions) stands at
$6.7 billion – approximately
$2.6 billion more than its closest
competitor.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of Omnicom
(NYSE: OMC), delivers transformational experiences for consumers,
clients, and talent. Powered by the Omni marketing
orchestration system, OMG connects best -in-class capabilities that
enable our full-service media agencies OMD, PHD and Hearts
& Science to deliver more relevant and actionable consumer
experiences; more productive and proactive client experiences; and
more collaborative and rewarding talent experiences for the more
than 26,000 people serving the world's leading brands in OMG
agencies around the globe.
1 The Forrester Wave: ™: Media Management
Services, Q4 2024, page TBD
2 The Forrester Wave: ™: Media Management
Services, Q4 2024, page TBD
3 The Forrester Wave™: Media Management Services,
Q4 2024, page TBD
4 The Forrester Wave™: Commerce Services, Q2 2024,
page 8
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SOURCE Omnicom Media Group