OMD is now the world's biggest media services brand, with billings of $19.6bn in 2019 (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 (now WARC Rankings), it was the world's most awarded media network for 11 consecutive years from 2004 to 2016. However life became uncharacteristically challenging for the agency after 2013, with some large account losses and only a few big gains. The biggest of these gains - P&G and AT&T in North America - were awarded to a separate, newly created network, Hearts & Science, rather than the main OMD network. The latter's newly appointed global CEO Florian Adamski, supported by new North America CEO John Osborn, set about turning around OMD's performance with a new branding position ("Better Decisions Faster"), and an overhaul of the internal management process and also the agency's data analysis platform, which operates under the Annalect and Omni banners. That paid results with a spectacular set of account gains in 2018 and 2019 and a best-in-market new business performance. Adweek paid tribute to the turnaround with two consecutive Global Media Agency of the Year accolades. The network now covers more than 100 countries, with most offices operating under a uniform OMD branding. However, some countries retain their own additional local outposts. In the UK, for example, the main OMD office handles mostly international clients, while Manning Gottlieb OMD is the local lead agency (and was Campaign's Global Media Agency of the Year for 2020). Russia operates two local brands: Optimum Media OMD and Media Direction OMD. OMD and Omnicom's other media operations report as part of Omnicom Media Group, which is led by global chairman & CEO Daryl Simm, and North America CEO Scott Hagedorn.
Capsule checked 22nd July 2020
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Adbrands Daily Update 26th Feb 2020: It's clear that the impact from the global economy from Coronavirus could be substantial. In the most dramatic move to-date within the advertising industry, Japanese giant Dentsu ordered all 5,000 staff at its Tokyo HQ to work from home until further notice after a single employee was found to be infected. OMD and PHD also closed their main London offices after a staff member displayed flu-like symptoms after returning from a trip to the Asia Pacific region. Coronavirus is not yet confirmed.
Adbrands Daily Update 16th Dec 2019: Renault's new marketing director Xavier Martinet has wasted little time since stepping up to that role two weeks ago. The group today unveiled a new marketing venture that will take charge of all creative and media for Renault and sister brand Dacia across Europe. Some 200 personnel from Renault, creative network Publicis and Omnicom's OMD media agency will join forces under the banner of new entity Voila. "This new agile collaboration model responds to the evolution of Groupe Renault's global marketing strategy to drive a transformation from mass marketing to individualized marketing," said the group. "This embodies the ambition to reshape the entire Groupe Renault marketing chain around the world, putting the customer at the center of the debate and with a constant concern for agility and efficiency, creative and media relevance."
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.
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