OMD is now the world's biggest media services brand, with billings of $42.0bn in 2016 (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. 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.
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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 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.
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.
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