What OMD does

OMD is a global media communications agency network headquartered in New York, operating as a wholly-owned subsidiary of Omnicom Media Group within Omnicom Group (NYSE: OMC). Founded in 1996, OMD provides strategic media planning, buying, and campaign activation services to multinational enterprise brands across 100+ offices in 120+ markets, employing approximately 15,000 people. The agency manages $26.9 billion in annual billings, making it one of the world's largest media agency networks according to RECMA and COMvergence rankings.

OMD's core technology stack centers on a proprietary platform ecosystem. The Omni Platform serves as the central data integration and activation system connecting media planning, buying, and measurement across channels. The Q Cultural Intelligence Platform, developed in partnership with Disney, measures and predicts cultural relevance of media placements. The Omnichannel Performance Engine applies AI to cross-channel media buying optimization with 24-hour performance reporting. Additional proprietary tools include Signals for audience insights and Atlas, a research and activation framework for decoding cultural shifts and market trends. These platforms support OMD's positioning around creative media solutions that combine commercial intelligence, cultural understanding, and creative execution.

OMD's revenue model operates on three streams: transaction-based media planning and buying fees calculated as a percentage of client media spend, recurring management fees for dedicated client service teams, and outcome-based performance compensation tied to campaign metrics. Pricing is custom-negotiated per client engagement with multi-year contracts typical. The go-to-market approach is enterprise field sales targeting multinational brands, supplemented by formal competitive pitches for new accounts and industry referrals driven by award recognition. Customer segments span global enterprise brands across food and beverage, retail, financial services, technology, entertainment, and spirits verticals, with named clients including McDonald's, Apple, Disney, PepsiCo, Wells Fargo, Tinder, and Under Armour.

Name

OMD

Legal name

OMD

Website

https://omd.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

OMD is a global media agency network within Omnicom Group that provides strategic media planning, buying, and campaign activation to multinational enterprise brands across 120+ markets, managing $26.9 billion in annual billings through proprietary technology platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Media Planning and Buying Fees: Traditional agency revenue from planning and executing media campaigns across channels. Fees are typically negotiated based on client spend volume and service scope.
2. Management Fees: Ongoing retainer fees for dedicated client service teams and strategic consultation.
3. Performance-Based Compensation: Outcome-based fees tied to campaign performance metrics and business results.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

OMD is a global media communications agency that provides strategic media planning, media buying, and campaign activation services to enterprise brand advertisers across digital, broadcast, print, and out-of-home channels. Operating across 100+ offices in 120+ markets with more than 15,000 employees, OMD manages $26.9 billion in annual billings and combines commercial intelligence, cultural relevance, and creative execution to deliver measurable business outcomes for clients such as McDonald's, Apple, Disney, PepsiCo, and Under Armour.

Product overview

OMD is a global media agency network offering creative media solutions that combine commercial intelligence, cultural understanding, and creative execution. The core offering is the OMD agency network managing $26.9 billion in billings globally. The portfolio includes proprietary tools like the Omnichannel Performance Engine for real-time campaign reporting, Atlas for research and market activation, and WebMCP framework for agent-driven web strategies. The agency also publishes the annual Responding Rapidly thought leadership series. Services span strategic media planning, buying, campaign activation, and consulting across 100+ offices in 120+ markets.

Differentiator

Problem solved

Functional benefit

Products and services

• OMD Core Agency Network Global media agency offering end-to-end strategic media planning, media buying, and campaign activation services for multinational enterprise brand advertisers across digital, broadcast, print, and out-of-home channels. Services are delivered via dedicated client teams, proprietary technology platforms, and cultural intelligence capabilities across 100+ offices in 120+ markets.
• Atlas (research and activation tool) Research and activation tool launched by OMD Spain in 2025, designed to decode emerging shifts in culture and markets and turn them into practical strategies for brand growth. Used by OMD's planning and activation teams for clients.

Quantifiable outcome

• 11 consecutive years as RECMA's Best Performing Global Media Network
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• DisneycoreTechnology or IntegrationDisney partnered with OMD to develop the Q Cultural Intelligence Platform, a proprietary cultural analytics tool that measures and predicts cultural relevance of media placements across markets.
• CanvacoreTechnology or IntegrationOMD maintains an enterprise partnership with Canva for creative production capabilities, enabling faster design and content creation for client campaigns.
• Digital Cinema MediaminorGTM or Marketing PartnerDigital Cinema Media partnered with OMD for the McDonald's Friends campaign, providing cinema advertising inventory and audience targeting capabilities.
• BuzzFeedminorGTM or Marketing PartnerBuzzFeed collaborated with OMD on the McDonald's Friends campaign to deliver culturally relevant content and audience engagement through digital media.
• Secret LondonminorGTM or Marketing PartnerSecret London partnered with OMD for the McDonald's Friends campaign to create localized content and amplify campaign reach in the UK market.
• Guillermo del TorocoreStrategic or Co-development PartnerAcclaimed filmmaker Guillermo del Toro served as creative director for OMD's Patrón tequila campaign, bringing high production value and artistic vision to the brand's media content.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• GroupM: GroupM is the media investment arm of WPP and OMD's most direct global competitor. It operates competing networks (Mindshare, Wavemaker, EssenceMediacom, mSix&Partners) that compete head-to-head on the same multinational media planning and buying RFPs as OMD.
• Starcom: Starcom is Publicis Groupe's flagship global media agency network and a direct OMD competitor for multinational clients. It competes in the same RECMA rankings and on the same enterprise media planning/buying pitches as OMD.
• Dentsu Media (Carat): Dentsu's Carat and Dentsu Media networks are global media agency competitors to OMD. Notably, Chrissie Hanson (former OMD USA CEO) departed to lead Carat North America, highlighting direct head-to-head competition for the same talent and clients.
• IPG Mediabrands: IPG Mediabrands was OMD's direct competitor at IPG and was integrated into Omnicom Media Group following the November 2025 acquisition. Its UM and Initiative networks previously competed head-to-head with OMD on global enterprise accounts.
• Havas Media: Havas Media is a global media network within Havas and a direct OMD competitor, particularly strong in Europe. It competes in the same RECMA rankings and on multinational media AOR pitches as OMD.
• PHD Worldwide: PHD is a sibling Omnicom Media Group network and therefore a same-holding-company peer. Although not a market competitor for the same clients, it is structurally comparable and competes for the same Omnicom internal resources and client assignments.
• Horizon Media: Horizon Media is the largest US-independent media agency and a direct competitor to OMD on US-based enterprise accounts. It competes on the same media planning, buying, and measurement RFPs that OMD pursues.
• Wavemaker: Wavemaker is a WPP/GroupM media network that directly competes with OMD for enterprise media planning and buying engagements. It targets the same multinational advertiser segment with similar digital and data capabilities.
• Hearts & Science: Hearts & Science is an Omnicom Media Group sibling network using an agency-of-record model. It is a same-parent peer competing with OMD for the same enterprise client AOR assignments within the Omnicom portfolio.

Emerging players

• Accenture Song: Accenture Song is a major consulting-led marketing services player encroaching on traditional media agency territory. It is a key emerging competitor for OMD as it pursues the same enterprise clients seeking integrated media, creative, and technology services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/omd
• Instagraminstagram.com/omd_worldwide
• Xx.com/OMD_Worldwide
• Facebookfacebook.com/OMDWorldwide

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OMD