OMD Worldwide

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OMD is now the world's biggest media services brand, with billings of $18.5bn in 2018 (according to COMvergence). 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. The biggest of these - P&G and AT&T in North America - are managed by a separate, newly created network, Hearts & Science, rather than the main OMD network.

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:

OMD Media website


MG OMD Goodstuff
Hearts & Science OPera



Recent stories from Adbrands Update:

Latest Account Wins & Losses in Assignments Database

Adbrands Daily Update 15th Oct 2019: Omnicom Media Group retained the bulk of the business of Disney's North Amerian media channels following a major global review worth over $2bn in billings. That includes the Disney, Fox, Pixar, Marvel and other movie studios as well as ABC, ESPN and other broadcast and cable strands. A new dedicated agency, OMG23, is being created to manage the business. However, Publicis Media has been awarded all international entertainment assets as well as the soon-to-launch Disney+ streaming service worldwide and Disney's global Parks & Resorts division, previously held by Carat. It's an important counter to the Groupe's poor Q3 results, unveiled earlier than expected last week. (Was the timing arranged to get the bad news out of the way in time for this week's good news?) WPP is reported to have retained Disney's business in India.

Adbrands Daily Update 8th May 2019: Omnicom Media Group made changes to its senior executive team following the retirement of Colin Gottlieb, previously regional CEO for EMEA. PHD CEO Mike Cooper moves up to lead OMG in both EMEA and also the Asia Pacific region. He will continue to be based in London. He is replaced at PHD by Philippa Brown, previously head of OMG in the UK.

Adbrands Weekly Update 17th May 2018: Carat lost control of the UK Government's £140m media buying budget, that it won four years ago from WPP. The account moves with immediate effect to Manning Gottlieb OMD.

Adbrands Weekly Update 2nd Nov 2017: Another week, another big media review. McDonald's called its first global review since the early 2000s. Main incumbent OMD is defending the $2bn account and is expected to retain much of the business, especially key US and European markets. However, unusually, the fast-food giant is leaning towards assembling a patchwork of best-in-class agencies in individual markets rather than a single global network. "The goal of this is really not to drive down agency fees," said McD's media chief David Rupczynski. "The goal of this is to find what is the most efficient way to reach the consumer."

Adbrands Weekly Update 21st Sep 2017: Omnicom made several changes to the management team at main media network OMD. Current CEO Mainardo de Nardis is moving up to become executive vice chairman of umbrella Omnicom Media Group, and is to be succeed by Florian Adamski, who currently heads up Omnicom's media operations in Germany. He will move to London, which will become the new global HQ of OMD, instead of New York. Colin Gottlieb, who heads up MG OMD in London, becomes worldwide chairman and Kate Stephenson was named global COO. Back in New York, OMD US leader Monica Karo moves up to the role of chief global client officer, and is succeeded as CEO, USA, by John Osborn, formerly CEO of BBDO New York. He told the the WSJ that his unexpected move from creative to media was "because that's where the action is" nowadays. Osborn was in turn replaced at BBDO by Kirsten Flanik, previously president.

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.

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