NEW YORK, Oct. 10, 2022 /PRNewswire/ -- Recently released
rankings from leading media and advertising industry analysts
reveal Omnicom Media Group (OMG), the media services division of
Omnicom Group Inc. (NYSE: OMC), is outperforming all global media
agency groups in both incremental growth and the effectiveness of
the work it produces for the world's leading brands.
As reported in the recently published H1 2022 edition of the
Media Agency New Business Barometer – an analysis of the
global marketplace from independent research company COMvergence –
OMG had the best incremental new business performance among all
global media agency groups during the first half of 2022, adding
$974 billion in actual new
billings.
At the same time, OMG was also the top scoring global media
agency group in the 2021 Global Effie Effectiveness Index.
Announced annually, the Effie Index is the most comprehensive
global ranking of marketing effectiveness, providing invaluable
insight into which agencies, marketers, and brands are delivering
"ideas that work" across the globe.
#1 in Growth
According to COMvergence, between January and June OMG won
$1.42 billion in new business, while
less than a third of that amount moved out of the agency during the
same period, translating to actual incremental billings growth of
$974 million – more than twice the
next highest incremental gain among global media agency
groups. Delivering a performance trifecta, OMG also had one
of the industry's best retention rates (51 percent).
Additionally, OMG agency PHD emerged as the definitive H1 new
business leader in North America,
with the highest net new business values of any agency network in
the region. Fueled by a string of wins that included
Restaurant Business International (Burger King, Popeye's, and
Tim Horton), PHD topped the
North America ranking with
$609 million in net new business
wins, outperforming its nearest competitor by more than 30
percent.
Based on current COMvergence numbers for Q3, OMG is expected to
maintain both its place atop the group-level leader board and its
wide performance lead when net new business numbers for Q1-Q3 are
finalized.
The Leader in Media Effectiveness
The Effie Effectiveness Index is based an analysis of more than
4000 finalists and winners from upwards of fifty national and
regional competitions for marketing's most prestigious and coveted
award - the Effie. When the 2021 results were tallied, OMG
agency OMD Worldwide was named the world's most effective media
agency network for the 10th consecutive time, sister
agency PHD finished with the second highest total points among
global media agency networks, and – by a wide margin - OMG was the
top scoring global media agency group.
Commenting on these industry-leading performances at both the
parent company and agency level, OMG CEO Florian Adamski drew a direct line to the
recent analysis of global media agency groups from research
and advisory firm Forrester, in which OMG received the highest
possible scores in the retail media, commerce media, intelligence
and insights, optimization, operations automation and innovation
roadmap criteria – all powered by the Omni marketing orchestration
platform.
"This is a clear case of cause and effect," said Adamski.
"OMG has invested in supporting OMD, PHD and Hearts &
Science with the capabilities, partnerships, technology and talent
that best represent the future of media. As a result, clients
are consistently seeing us as the partner best able to drive their
future growth, and our work is consistently delivering on that
expectation and promise."
Progressive Momentum
The COMvergence Media Agency New Business Barometer,
the 2021 Effie Effectiveness Index and the Forrester
analysis mark the latest in a steady drumbeat of 2022 headlines
underscoring OMG's industry leadership and future-forward
offer to clients, including a multi-year agreement with Affinity
Solutions to integrate retailer purchase transactions into Omni; an
enterprise-wide partnership with Firework, the world's
largest livestream commerce and shoppable video platform, to
deliver livestream shopping solutions directly to Omnicom clients'
websites; the industry's first programmatic marketplace for
point-of-purchase screens; and the Supply Chain IQ Score, which
gives media planners day-to-day visibility into SKU inventory data
at the physical store, digital shelf, and inventory-in-transit
levels, enabling media investment to be shifted away from low
inventory products in real time.
OMG closed the first half of the year by dominating the news
cycle at the Cannes Lions International Festival of Creativity in
June, where it revealed a series of first mover strategic
partnerships with retail media networks including Walmart Connect,
Instacart, and Kroger Precision Marketing; announced the global
expansion of its TRKKN analytics and cloud consultancy; and OMD was
named Media Network of the Year.
About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division
of Omnicom Group Inc. (NYSE: OMC), a leading global marketing
and corporate communications company, providing services to more
than 5,000 clients in more than 70 countries. Omnicom Media
Group includes full- service media
agencies OMD, PHD and Hearts &
Science as well as the Annalect data and analytics
division that develops and manages Omni, the open
operating system that orchestrates better outcomes for clients
across all Omnicom agencies.
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