OMD Worldwide

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OMD is one of the world's two biggest media services brands, with billings of $37.20bn in 2014 (according to Recma). As the main media brand within marketing services giant Omnicom, and principal component of Omnicom Media Group, it is closely associated with advertising networks BBDO, DDB and TBWA, although some business is handled by sister network PHD. OMD also manages media and related services for clients of other ad networks. Reflecting the creative abilities of its partner agencies, OMD has a reputation for especially innovative and unusual media planning and buying. According to the ranking compiled by The Gunn Report, it has been the world's most awarded media network every year since 2004. However life has been uncharacteristically challenging for the agency since 2013, with some large account losses and only a few big gains.

Which clients does OMD handle? Find out more from the Adbrands Account Assignments database

Who are the competitors of OMD? See ranking of Leading Media Agency Brands worldwide

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 18th Aug 2016: It's been another great week for Omnicom in account assignments, this time at WPP's expense. AT&T has consolidated the bulk of its marketing with the US-based group. BBDO already handled creative for the main AT&T brand, but it will also take over DirecTV from long-time incumbent Grey. At the same time, all media will move from MEC - it has been that agency's biggest account - to Omnicom's newly created Hearts & Science unit, created last year to handle P&G in North America. In an interview with Ad Age, AT&T's CMO Lori Lee and head of advertising Fiona Carter said Hearts & Science's digital and data-driven approach gave it a "slight edge" over WPP. MEC was said to have been confident it would retain the business until the final announcement. The account loss is likely to cast a cloud over WPP's 4Q results announcement next Wednesday.

Adbrands Weekly Update 14th Apr 2016: Omnicom took some of the wraps off its newly created third global media network, which launches with Procter & Gamble North America as its debut client. Its name was revealed as Hearts & Science, and Scott Hagedorn, current CEO of the group's data analytics unit Annalect and ex-head of PHD USA, was appointed as chief executive. "Hearts & Science has been designed to protect the balance and leverage the connections between information and emotion," he said in a statement, "combining data-driven planning and buying practices with orchestrated content creation, delivery and optimization across all touch points." Kathleen Brookbanks transfers from OMD as COO. Omnicom says that Hearts & Science is not intended to be a dedicated agency for P&G; other accounts are expected to join the roster in due course.

Adbrands Weekly Update 5th Nov 2015: Interpublic scored a significant victory as another of the major "mediapalooza" account reviews reached its conclusion. Johnson & Johnson is to consolidate all global media planning and buying with J3, the dedicated unit within the UM network. J3 already managed media planning for Johnson & Johnson in North America, but took back buying duties from OMD in September. Now it will also take over overall control of J&J's media business in Asia Pacific from OMD, and adds responsibility in several important European markets (including the UK, France and Russia) where the business had previously been managed by Primus, a division of MEC. Total billings are around $2.6bn globally, including $1bn in the US. UM's latest gain from the consolidation comes to probably another $1bn.

Adbrands Weekly Update 17th Sep 2015: So far at least, Interpublic's Mediabrands division is holding its own in the so-called "mediapalooza" review frenzy. Johnson & Johnson's US media business wasn't officially under review (unlike the international assignments) but this week, the healthcare giant said it would be transferring media buying for that mammoth account back to J3, the dedicated unit under the umbrella of IPG's UM network. The assignment had been handled for the past year by OMD.

Adbrands Weekly Update 16th April 2015: Drinks giant Bacardi consolidated its global creative and media business into Omnicom, appointing BBDO and OMD respectively. The new arrangement replaces a patchwork of different alliances, including with ZenithOptimedia and Mindshare for media; and with various different creative partners around the globe, mainly small shops. Instead, all creative duties will be concentrated in two main hubs in New York and London. Previously, BBDO and OMD had held only a tiny part of Bacardi's global account, in Russia. However, newly appointed Bacardi global CMO Dmitry Ivanov was previously local managing director for the spirits group's Russian operations. As a result of the appointment, BBDO surrendered two competing clients, Belvedere vodka in the US and Famous Grouse whisky in the UK.

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