What OMD Poland does

OMD Poland (legal entity: OMD Sp. z o.o.) is a Warsaw-based media agency and wholly-owned subsidiary of Omnicom Media Group, operating within the broader OMD Group alongside sister brands Tribal, H&S, Reso, Fuse, and the in-house analytics arm Annalect. Founded in 1993 and led for 30 years by President and founder Kuba Bierzyński, the firm provides media planning, media buying, and campaign strategy services to large enterprise advertisers, with a publicly named client set spanning McDonald's, Mercedes, Renault, NIVEA, Perfetti van Melle, and Samsung. The agency's go-to-market is enterprise field sales: new business is sourced through direct brief submissions managed by a Senior Communication & Marketing Lead, with no self-service or marketplace channels.

The firm's core technology stack centers on the Annalect research and analytics platform, which combines proprietary consumer research (e.g., a 3,800-respondent, 7-country, 5-category study on country-of-origin purchasing behavior) with internal automation of repetitive tasks. OMD Poland employs mathematicians, statisticians, econometricians, and researchers who apply a hypothesis-testing methodology to campaign development, differentiating the agency on analytical rigor in a sector typically dominated by creative-led competition.

Revenue is generated primarily through media commissions and service fees on managed advertising spend for enterprise clients, supplemented by a smaller productized revenue line from sale of Annalect research reports (6,000 PLN + VAT per one-time license) and custom analytics engagements. The company is private, Polish-domiciled, and has no disclosed funding rounds, M&A activity, or external investors; it operates under the corporate governance and capital structure of its Omnicom Media Group parent.

Name

OMD Poland

Legal name

OMD Sp. z o.o.

Website

https://omd.pl

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

OMD Poland is a Warsaw-based, Omnicom Media Group-owned media agency providing media planning, buying, and data-driven campaign strategy to large enterprise advertisers, including McDonald's, Mercedes, Renault, NIVEA, Perfetti van Melle, and Samsung.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Services

NAICS

Media Buying Agencies (541830), Advertising Agencies (541810), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)

Keywords

• Media planning services
• Media buying agency
• Advertising campaign strategy
• Consumer research reports
• Brand media management

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media planning and buying services: Core media agency services including campaign strategy, media planning, and media buying across various channels. Revenue generated through service fees and media commissions from advertising spend managed on behalf of clients.
2. Research reports and analytics products: Sale of proprietary research reports such as the Annalect 'Country of Origin and Purchase Decisions of Poles' report. One-time purchase of 60+ page reports with expert commentary.
3. Annalect research and data services: Custom research and data analytics services provided by Annalect, the research and analytics team within OMD/Omnicom Media Group.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

OMD Poland is a B2B media agency that provides campaign strategy, media planning, and media buying services for large global and national brands such as McDonald's, Mercedes, Renault, NIVEA, and Samsung. Its work is supported by the in-house Annalect analytics team, which produces proprietary consumer research reports (e.g., country-of-origin effects on Polish purchasing decisions) and applies statistical and econometric hypothesis testing to optimize campaign performance.

Product overview

OMD Poland operates as a unified media agency with one core offering supplemented by its Annalect research and analytics sub-brand. The agency focuses on innovative media strategies to drive brand growth, combining creative approach with analytical capabilities (statistics, mathematics, econometrics) to measure and optimize campaign performance. Annalect produces proprietary research reports including the country-of-origin purchasing behavior study.

Differentiator

Problem solved

Functional benefit

Brands

• Annalect: Research and analytics team within OMD Poland that produces consumer insights reports, including the annual country-of-origin purchasing behavior study.

Products and services

• OMD Media Planning and Buying Services

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Omnicom Media GroupcoreStrategic or Co-development PartnerOMD is part of Omnicom Media Group, a global media company network. This provides access to latest technologies, global knowledge exchange, inspiration, and resources while maintaining local decision-making autonomy. OMD Poland operates under this global umbrella while retaining independent operations.
• AnnalectcoreTechnology or IntegrationAnnalect is the research and analytics team within OMD/Omnicom Media Group. Provides data-driven marketing insights, consumer research, and analytics capabilities. Produces proprietary research reports on Polish consumer behavior and market trends.
• TribalminorOthersOne of the OMD Group brands in Poland, part of the agency's multi-brand portfolio.
• Media & Communication (H&S)minorOthersOne of the OMD Group brands operating in Poland.
• ResominorOthersOne of the OMD Group brands operating in Poland.
• FuseminorOthersOne of the OMD Group brands operating in Poland.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Dentsu: Global advertising and media holding company operating in Poland through Dentsu media brands (e.g., Carat, iProspect). A broader incumbent whose media divisions compete with OMD Poland, while also offering creative and customer-experience services beyond OMD's core.
• Publicis Groupe Poland: Polish operations of Publicis Groupe, a global holding company whose media agency brands (Starcom, Zenith) compete directly with OMD. Broader incumbent portfolio across creative, media, and digital expands the competitive surface beyond OMD's media-only focus.

Direct peers

• PHD: Sister media-agency brand under Omnicom Media Group, also operating in Poland. PHD competes with OMD Poland for shared-group client assignments (e.g., when OMG consolidates an account to one of its agency brands), making it the most structurally direct internal peer.
• GroupM Poland: WPP's media investment group operating in Poland, parent of Mindshare, Wavemaker, MediaCom and Essence. Competes directly with Omnicom Media Group (and thus OMD Poland) for share of multinational advertisers' Polish media budgets.
• Mindshare: WPP-owned global media agency and one of OMD Poland's principal holding-company competitors in Poland. Delivers planning, buying and analytics services to the same cohort of global enterprise brands (FMCG, automotive, consumer electronics) under a similar full-service model.
• Zenith: Publicis-owned global media agency operating in Poland against OMD for enterprise media-buying accounts. Comparable in scope of services (planning, buying, content, analytics) and target customer base (large multinational advertisers).
• Wavemaker: WPP-owned media agency operating in Poland within the GroupM network. Directly comparable in service scope (planning, buying, content, data) and customer profile (large multinational brands).
• Havas Media: Havas-owned global media agency with Polish operations, competing for the same enterprise brand budgets and offering planning, buying and programmatic services comparable to OMD's stack.
• Starcom: Publicis-owned global media agency that competes head-to-head with OMD Poland for the same multinational clients and Polish enterprise media-buying budgets. Operates the equivalent media-planning-and-buying model and is a direct competitor in the Polish holding-company media agency landscape.
• Mediabrands: IPG Mediabrands' media network (parent of UM and Initiative), operating in Poland as a direct competitor to OMD Poland for the same enterprise advertisers. Highly comparable business model built around media planning, buying and analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OMDGroupPoland
• LinkedInlinkedin.com/company/2688611/admin
• Instagraminstagram.com/omd_group_poland

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Poland