Omnicom Media Group Outperforms in Forrester's Evaluation of Global Media Services

The report quotThe Forrester Wave Global Media Management Servicesquot evaluated seven global media groups Among them Omnicom Media Group and Publicis Media were the only two named as a quotLeaderquot and newly formed Stagwell Media Group entered the evaluation as a quotContenderquotThe report comes at a time when its mission critical for CMOs to make a media agency choice that is smart defendable and longlasting Every dollar spent must be justifiable optimized and impactfulFoMO Fear of Missing Out is everpresent in the CSuite The pressure to deliver increased revenue to internal and external constituents means that you are constantly on the lookout for new and innovative ways to succeed Yet keeping up with the everchanging dynamics of the marketplace along with the exponential integration of data into the workflow and proliferation of proprietary tools can be a daunting if not a Sisyphean endeavorSince 2018 Forrester Research has been providing an intense evaluation of the offerings of media services as part of its Category 2 Forrester Wave This year however instead of focusing on individual media agencies Forrester chose to move up a level to the entities that represent the rollup of the individual agency brands across each holding companyquotThe large enterprise media organizations were creating a great deal of services products and accelerators at a group levelquot says Jay Pattisal Principal Analyst at Forrester and primary author of the report quotThese were becoming central resources for individual agencies While we were waving individual agencies we weren39t picking up on these services so we decided to look at it on a group network basisquotPattisal stresses that this report is not a report card Instead it39s meant to provide critical intelligence to CMOs and others involved with choosing agencies quotTo be listed in the wave is a signal to the marketplace that these are the leading companies that should be consideredquot he explains quotWhich of these companies is best suited for your individual needs Which strategy and set of capabilities are what you are looking for The report is meant to be a guide to answer the question Which agency best suits youquotThe report looks across 19 attributes Among them are planning and buying performance media innovation roadmap media billings current offering strategy and market presence Each attribute is scored at a 05 scale and the categories are then weightedPattisal points to Omnicom39s Omni operating platform as one of the key contributing factors to OMG39s high ranking along with a recent focus on commerce and retail partnerships to enhance their datasets quotOmni is a sophisticated piece of software that is used to deliver its identity and insights capabilities and creative inspiration tools across its entire network from OMD to Jump 450quot he saysAccording to OMG39s Global CEO Florian Adamski the survey process itself was hardcore and rigorous similar to what a leading agency would go through in preparing itself for a major global new business pitch quot39The Forrester Wave Global Media Management Services39 is probably the most qualified source of industry capabilities and endtoend solutions in the marketplacequot Adamski says quotWhile there are other sources out there very few have the awareness and reputation of Forrester They are so well known within the CSuite that you know if they give you the nod it is meaningful and bodes well for your businessquotRecently Omnicom Media Group has made a massive push in partnering with several top retailers from both a media and data perspective establishing many firstmover relationships quotWe are the first holding company to work directly with Walmart for exclusive data sets which enables us to implement true crossscreen planningquot Adamski notes quotWe work with Instacart in a respectful and completely privacycompliant way to use their data in a cleanroom environment We have created an industryfirst breakthrough innovative program with Kroger to tap into their shelf and supply chain analytics allowing us to dial up or dial down campaigns based on inventory levelsquotAmazon has credited us with being one of their deepest partners with over 1500 Omnicom Media Group employees having gained Amazon Certification We have also integrated the Amazon Marketing cloud into our Omni platformquot Adamski adds These retail media and data integrations are becoming far more important as general usage of thirdparty data is twilighted Retail media is becoming so vital that Forrester included it as one of the 19 attributes in their evaluation criteriaWith both economic volatility and data and privacy legislation at a global national and local level increasing in velocity how is OMG looking to retain its dominant position in the report Adamski emphasizes the importance of the Omni platform quotAs we look at some of the greatest challenges ahead of our industry cookieless and consumerdata privacy it now starts paying off that we have built our technology and data foundation with a privacyfirst mindset Forrester summed it up best in this latest wave when they stated that OMG39s strength lies in our ability to innovate Omni Its flexibility gives us an advantage in an everchanging consumer and regulatory environmentquotAccording to Forrester the study takes what can very easily become a subjective and complex evaluation process and establishes clear and relevant criteria that can be scored by an unbiased third party For agencies while the process is arduous most find it an extremely valuable thought exercise that forces a muchneeded introspection to help establish and drive their future evolutionquotThe Forrester Wave Global Media Management Servicesquot may be purchased hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Omnicom Media Group Outperforms in Forrester's Evaluation of Global Media Services

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Jeff Minsky

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