What Omnicom Media does

Omnicom Media is the media services division of Omnicom Group (NYSE: OMC) and, following Omnicom's $13.25 billion acquisition of Interpublic Group (IPG) completed in November 2025, operates as the world's largest global media management network with $75.6 billion in managed billings — equivalent to 31% of global billings handled by major media groups and $11.8 billion ahead of WPP. The organization delivers media planning, buying, and optimization through a platform-plus-agencies architecture: six flagship agency brands (OMD, PHD, Initiative, UM, Hearts & Science, Mediahub) operate alongside proprietary technology assets including the Omni intelligence platform, Acxiom's 2.6 billion verified global IDs, Flywheel's AI/ML commerce engine, and Creo's creator network spanning 15M+ creators across 1,000+ categories. Operations span 70+ markets and 150+ cities with 40,000+ specialists and $70B+ in aggregated buying power.

The business model is a managed-services enterprise agency model in which revenue is generated through agency fees and commissions calculated against managed client advertising spend (billings), with all client relationships negotiated individually under enterprise contracts. Go-to-market is enterprise field sales with dedicated global account teams securing major mandates through competitive reviews; recent flagship wins include IBM's global media agency of record appointment (effective July 2026), the Adidas global account valued at over $500 million won through PHD, plus Delta, Dyson, Netflix, and Disney among the named roster. The combined entity recorded $2.5 billion in new billings in H1 2026 and $5 billion in new business wins, retentions, and expansions in the first 100 days following the IPG integration.

Customer concentration is concentrated within global enterprise brands across diversified verticals — automotive (Nissan, Volkswagen, BMW), technology (Apple, IBM, Amazon, AT&T), financial services (American Express, HSBC), luxury/beauty (Chanel, L'Oréal, Kenvue), CPG/food (Diageo, General Mills), transportation (Uber), and entertainment (Netflix, Disney, Princess Cruises). Omnicom Media also operates a horizontal segmentation approach with a dedicated Financial Services vertical and revenue is generated through long-tail multi-year agency-of-record contracts, reducing reliance on any single client. The AI capability stack includes generative AI partnerships with Netflix, NBCUniversal, Disney, Paramount, and Google Cloud, plus the proprietary Omni Bid Agent and Content Vetting Agent, deployed across CTV, retail media, influencer, and cross-screen campaign execution.

Name

Omnicom Media

Legal name

Omnicom Media Group

Website

https://omnicommedia.com

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Omnicom Media is the world's largest global media management network and the media services division of Omnicom Group (NYSE: OMC), providing media planning, buying, data, and AI-powered advertising to global enterprise brands across 70+ markets.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Services

NAICS

Media Buying Agencies (54183), Media Representatives (541840), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Media Planning, Buying & Optimization (BPAFAAAC)

akta.pro secondary industries

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Video/CTV/OTT Media Buying (MPAAABAE), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG), Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH) (BPAFABAE)

Keywords

• Media planning services
• Media buying services
• Advertising agency
• Data and analytics
• Commerce media

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Media Planning and Buying Services: Omnicom Media operates as a global media agency network providing media planning, buying, and optimization services to enterprise clients. Revenue is generated through agency fees and commissions based on managed advertising spend (billings). The company reported $75.6 billion in global billings following the IPG integration.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Omnicom Media is a global media agency network that plans, buys, and optimizes paid media across channels on behalf of brand advertisers. It also operates data, identity, commerce, and influencer marketing capabilities, plus a portfolio of agency brands.

Product overview

Omnicom Media is a global media management network operating as a platform-plus-agencies architecture. The core Omni intelligence platform unifies proprietary data, creativity, and AI capabilities across the organization. Key data assets include Acxiom (2.6 billion verified global IDs and consumer signals) and Flywheel (AI-powered commerce capabilities). The company operates creator marketing through Creo (15M+ creators across 1,000+ categories). Six flagship agency brands—OMD, PHD, Initiative, UM, Hearts & Science, and Mediahub—deliver media services globally. Recent AI product innovations include Dynamic Contextual Content with NBCUniversal, Netflix AI-powered ad creatives, Dynamic Streaming Fixed Ad Unit with Paramount, and Content Vetting Agent using Google Cloud's Gemini. The combined entity holds $75.6 billion in billings following the IPG Mediabrands integration, operating in 70+ markets with 40,000+ specialists and $70B+ in buying power.

Differentiator

Problem solved

Functional benefit

Brands

• OMD: Leading media agency network, world's leading media agency network with $26.9 billion in billings
• Initiative
• UM
• PHD
• Hearts & Science
• Mediahub
• Creo
• Flywheel
• Annalect
• Acxiom
• Omni
• Beauty Co-Lab

Quantifiable outcome

• 31% of global media billings managed by major media groups
• +3 more outcomes

Named customers20 records

Segments2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability15 records

Feature8 records

Partnerships

23 partnerships are on record, tiered flagship, core and minor.

• AdidasflagshipGTM or Marketing Partner · 1 July 2026Omnicom Media Group secured Adidas's global media account, valued at over $500 million, through its PHD agency, taking over from WPP. Adidas's annual media expenditures estimated between $512 million and $560 million.
• IBMflagshipGTM or Marketing Partner · 29 June 2026IBM appointed Omnicom Media as global media agency of record following competitive review, effective July 1, 2026. Omnicom will oversee IBM's advertising media strategy and execution across Americas, EMEA, Japan, and APAC regions. Expands existing EMEA relationship that began in January 2025. Partnership leverages data, automation, and AI-driven strategies.
• NBCUniversalcoreStrategic or Co-development Partner · 25 June 2026Co-developed Dynamic Contextual Content (DCC), an AI-powered CTV advertising solution enabling brands to adapt creative messaging in-flight based on contextual signals and real-time engagement data. Combines Acxiom audience data with NBCUniversal's content metadata. Currently in beta, expected to launch in US by end of 2026.
• ParamountcoreStrategic or Co-development Partner · 24 June 2026Collaboration to enhance Paramount's Streaming Fixed Units with adaptive, audience-intelligent advertising during seven-day premiere windows. Integrates Omnicom's Acxiom identity platform and production AI capabilities with Paramount's premium streaming inventory. In beta with Volkswagen of America and Princess Cruises, US launch expected Q3 2026, international Q1 2027.
• Disney AdvertisingcoreTechnology or Integration · 23 June 2026Collaboration on CTV advertising solution powered by Innovid enabling sequential storytelling and smarter frequency management in streaming environments. Combines Disney's Audience Graph with Omnicom's Acxiom identity solution. Currently live in US with EU and LATAM rollouts planned for late 2026.
• NetflixflagshipStrategic or Co-development Partner · 22 June 2026First data collaboration partner for Netflix's AI-powered advertising platform. Partnership combines Acxiom audience intelligence with Netflix's proprietary AI and LLM technology to deliver personalized advertising aligned with streaming content. Enables creation of multiple ad iterations fused with Netflix titles, with closed-loop first-party measurement.
• IPG (Interpublic Group)flagshipOthers · 19 June 2026Omnicom completed $13.25 billion acquisition of Interpublic Group in late November 2025, integrating IPG Mediabrands into Omnicom Media. Created world's largest media and marketing services holding company with $25 billion in annual revenue.
• VideoAmpcoreTechnology or Integration · 17 June 2026VideoAmp launched AI-powered reporting experience with Omnicom Media as first-adopter. The platform enables media buyers and sellers to interrogate census-level campaign measurement data using plain language with ready-to-use outputs. First phase of VideoAmp's evolution toward fully AI-powered media performance platform.
• GEICOminorGTM or Marketing Partner · 11 June 2026GEICO's iconic Gecko mascot appeared as AI-powered participant on iHeartMedia's podcast using technology developed in partnership with Framestore, The Martin Agency, and Omnicom Media.
• AudienceProjectcoreTechnology or Integration · 27 May 2026Strategic partnership making Omnicom Media Italy the first communications group in Italy to integrate AudienceProject's cross-media measurement technology. Provides unified measurement covering linear TV, CTV, social media, and digital channels with deduplicated reach data and preferential commercial pricing.
• ITVcoreTechnology or Integration · 23 May 2026ITV launched Live Addressable+ with Omnicom Media Group for exclusive beta trial covering 20+ brands across automotive, retail, and telecoms sectors. Product enables precision targeting based on life stage, income bracket, location, and shopping preferences across live broadcast and on-demand channels, bookable through ITV's programmatic platform Planet V.
• Vistar MediaminorStrategic or Co-development Partner · 19 May 2026Partnership with JCDecaux and Omnicom Media on research report 'Science in Motion' examining 3D motion creative effectiveness in DOOH campaigns. Research found 3D motion creative is 67% more effective at driving brand awareness compared to static ads.
• JCDecauxminorStrategic or Co-development Partner · 19 May 2026Partnership with Vistar Media and Omnicom Media on research report 'Science in Motion' examining 3D motion creative effectiveness in DOOH campaigns. Research found 3D motion creative is 67% more effective at driving brand awareness compared to static ads.
• Google CloudcoreTechnology or Integration · 28 April 2026Creo (Omnicom Media's influencer marketing arm) collaborated with Google Cloud to launch AI-powered Content Vetting Agent using Gemini Enterprise Agent Platform. Tool performs real-time post-production edits on creator content including removing restricted items, blurring logos, adjusting wardrobe. Reduces content review timelines by 2-3 days. Currently available in US with global expansion planned Q3.
• IAB Tech LabcoreOthers · 22 April 2026Member of IAB Tech Lab's Programmatic Governance Council, an industry body designed to improve transparency and governance in the $200 billion U.S. programmatic advertising market. Council includes Dentsu, WPP, Disney, Magnite, PubMatic, and others.
• OpenAIcoreGTM or Marketing Partner · 9 February 2026Omnicom Media participating in OpenAI's ChatGPT advertising pilot. OpenAI introduced advertisements in ChatGPT with $200,000 entry fee for the pilot program.
• MetacoreTechnology or Integration · 9 January 2026Meta-Walmart collaboration bringing Walmart purchase insights into Meta's platform for influencer discovery, unveiled at CES 2026 as part of Omnicom's strategy to converge media channels.
• PinterestcoreGTM or Marketing Partner · 8 January 2026Partnership announced at CES allowing Omnicom Media's Creo influencer agency to access Pinterest's creator community to enhance shoppability and feed intelligence into Omnicom's Omni platform.
• AmazoncoreTechnology or Integration · 7 January 2026Expanded partnership incorporating Roku data and Acxiom input to address repetitive ads in both linear and streaming TV. Collaboration aims to reduce ad frequency fatigue among viewers.
• RokucoreTechnology or Integration · 7 January 2026Partnership with Amazon and Acxiom to address ad frequency issues in TV. Integrates Roku viewership data to help reduce repetitive advertising across platforms.
• WalmartcoreTechnology or Integration · 6 January 2026Partnership linking Walmart Connect's first-party purchase-based insights with Meta's influencers on Instagram. Enables Creo to help brands identify creator partners based on performance against specific products, categories, or consumer audiences.
• GooglecoreTechnology or Integration · 5 January 2026Partnership to develop AI-powered consumer search intent insights agent. Tool designed to help clients understand how emerging AI search forms offer more granular data about consumer search behavior.
• Ptarmigan MediacoreOthers · 11 July 2023Omnicom acquired Ptarmigan Media, a UK-based global media agency specializing in financial services, after three decades as an independent. Deal aimed to leverage Ptarmigan's deep financial sector expertise and Omnicom's global scale.

Scale indicators15 records

Recent moves10 records

Expansion highlights7 records

Direct peers

• WPP (GroupM): World's second-largest media agency network and Omnicom's most direct competitor; lost Adidas to Omnicom, comparable scale (GroupM handles roughly $63B in billings), shared enterprise client base, and similar full-service global media planning and buying model.
• Horizon Media: Largest privately held US media agency; independently competes for major US advertiser budgets and is increasingly bidding for global accounts, making it a direct alternative to Omnicom's Mediahub and Hearts & Science for mid-to-large enterprise clients.
• Dentsu (Dentsu International / Carat): Global advertising holding company with Carat, dentsu X, and Merkle media operations; comparable multinational media planning and buying capabilities, similar enterprise client roster, and direct overlap on technology-driven media buying investments.
• Stagwell: Newer holding-company alternative built around digital and media capabilities (Assembly, MDC Partners); competes for the same global enterprise media budgets and has been actively acquiring data, AI, and PR assets to rival the larger groups.
• GroupM (WPP): WPP's media investment group encompassing Wavemaker, EssenceMediacom, Mindshare, and GroupM Nexus; closest direct competitor to OMD, PHD, UM, Initiative and the other Omnicom agency brands on global media planning and buying for Fortune 500 advertisers.
• Havas Media Network: Smaller but globally integrated media network offering planning, buying, and digital media services; competes for similar mid-to-large enterprise accounts and pursues convergent media planning capabilities.
• Publicis Groupe (Publicis Media / Starcom): Third global holding-company competitor with Starcom, Zenith, and Mediavest running media planning and buying for similar blue-chip clients; trails Omnicom by about $13.2B in billings and competes head-to-head in AI-powered advertising products.

Emerging players

• The Trade Desk: Leading independent programmatic advertising buying platform; competes for the same digital and CTV media budgets Omnicom manages and represents the in-housing/buy-side-tech threat to agency-held media buying functions.
• MiQ (Milestone Internet Media): Independent programmatic media company operating across display, video, CTV, and audio; competes with Omnicom's programmatic and data-enabled buying products on programmatic activation and audience targeting.

Broad incumbents

• Accenture Song: Global consulting-led marketing services arm of Accenture offering experience, technology, and media capabilities across a much broader portfolio; not a pure-play media agency but a frequent substitute for end-to-end marketing services at the same enterprise clients Omnicom serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/omnicom-media-group_2
• Instagraminstagram.com/omnicommediagroup
• Xx.com/omgdenmark
• Facebookfacebook.com/OmnicomMediaGroupWW

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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

M&A7 records

Investments

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

Frequently asked questions about Omnicom Media