Marketing

Omnicom Media Group Leaders Explain New Agency-as-a-Platform Model

Can you be more specific?

Adamski: To be very clear, we determine agency leaders’ bonuses. We are great believers in rewarding agency leaders based on their willingness and ability to effectively integrate into a larger ecosystem.

Sometimes collaboration is hard to measure. Doing it right requires leaders that understand our business, how people collaborate with each other and what’s happening at the agency on a day-to-day basis.

On using the Omni platform

Would you or do you currently work with clients that have another media agency of record that maybe don’t like that agency’s tech and want to come and license Omni, or have both tech stacks?

Adamski: Yeah, we have those clients. That is quite often the case. What happens is that sometimes they’re split regionally and have a tech platform in one market and not in the other. Increasingly (but still rarely) they split the tech platform between certain divisions.

Clients do make decisions on which agency tech platform’s spine they actually want people to collaborate on.

For Diageo, we oversee global, fully integrated media planning and buying. However, given its many divisions, brands and products, it has a large number of creative agencies—Omnicom and non-Omnicom. Diageo decided to name Omni Studio the collaborative platform across its portfolio brands.

A marketer would upload a brief to the platform [and] everybody would see it in real time—all the other partners, including in-house units. It’s a sequenced way of working.

You can also use the Omni technology to bring a group of non-consolidated agencies together.

Adamski: Fragmentation is the reason for the integration. Every industry vertical has become so fragmented that clients ended up with hundreds of specialist agencies.

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At some point, they simply needed to pare back to something that’s manageable. They go to companies like Omnicom and ask, ‘Can you help us to simplify, streamline and make more efficient the ecosystem that we have created?’ By doing that they quite often drop certain specialists, and then they consolidate their business with one holding company system.

Hanson: Creative agencies are also in the Omni platform. That makes their work data-infused and sharpened. Yes, sometimes we are helping them interpret some of that, but it’s vast for them. It makes cultural insights specifically (and how you can add them to content and commerce) that much more powerful.



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