Omnicom fortifies data-driven marketing offering with launch of Omni

Omnicom Group, Inc has rolled out Omni, its people-based precision marketing and insights platform, designed to identify and define personalised consumer experiences at scale across creative, media, CRM as well as other Omnicom practice areas. 

Omni delivers a first-of-its kind, single view of the consumer that can be dynamically tracked and shared across all marketing practices. Omni transforms the way Omnicom teams work, collaborate and deliver value, from insights generation to audience building, channel planning, creative development and message distribution. All of the activities are continuously measured and optimised with attribution tied to client performance at every step of the consumer journey. 

At the core of Omni is a robust people-based identity graph – a database of connected consumers built from multiple identity authorities, including Neustar, LiveRamp, Experian and several others. The identity graph links second-by-second consumer behaviours to reveal how people connect, engage and transact with brands; joining data sets using a methodology that respects regional regulatory and privacy practices. 

Consumer behaviours are mapped to an equally comprehensive media inventory graph that delivers a precise view of the quality, value and availability of inventory in the marketplace. This connected plan is activated through a work flow and content engine that enables Omnicom agency teams to efficiently deliver personalised messaging at scale. 

“When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media. With Omni, we’re extending everything we’ve learned to transform the entire marketing process,” said Omnicom Media Group CEO Daryl Simm. “Omni connects our talent around a single view of the consumer and inspires them to create the best integrated ideas that drive success for our clients.” 

Jonathan Nelson, CEO, Omnicom Digital, added here, “Until now, the idea of mass personalisation was more of an aspiration than a reality. Omni changes that. This is precision marketing at scale and in action.  And the new platform can be leveraged by all Omnicom clients across multiple disciplines.” 

Tony Harradine, CEO of Omnicom Media Group Asia Pacific, commented, “In keeping with our vision at OMG, Omni’s launch represents another significant step towards our ambition to create best-in-class data infrastructure and capability for our agency brands. We are hugely excited by this global innovation and are already realising its incredible impact for our agency brands and clients.” 

Developed and hosted by Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), Omni continues the group’s strategy of neutrality with no ownership interest in data or tech partners. This ensures the agility and flexibility to continuously source the right vendors and application partners in an ever-changing data and technology ecosystem. Additionally, Omni is designed to integrate with marketing cloud providers, allowing clients to get the most from their first-party data and mar-tech investments. 

The broad roll-out of Omni comes after several months of implementing the platform on select creative, media and CRM business engagements.  Deployment of Omni will continue across Omnicom’s leading agencies in the coming months.


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