What OMD OM Group does

OMD OM Group is a Moscow-headquartered, multi-divisional media advertising holding that operates as the Russian arm of Omnicom Group's global OMD network. Founded in 2001, the group runs a portfolio of specialized agencies covering the full media value chain: OMD Optimum Media (flagship traditional and digital media planning/buying), OMD Resolution (programmatic and performance marketing), OMD AMS and M2M (advanced media services), OMD Fuse (special projects, content, sponsor integrations), OMD MarTech (programmatic platforms and AI-powered creative tools), OMD Content & Creation (digital content production), Annalect (analytics, ROMI measurement, predictive analytics), MediaPlan (media planning), and Easy Media (new business development). Geographically it serves Russia and CIS markets with offices in Moscow (HQ, Rozhdestvenka 19) and Saint Petersburg (APR Severo-Zapad).

The group monetizes via commissions and retainers earned on client media budgets across TV, digital, OOH, radio, and emerging marketplace and retail media channels. Its proprietary technology surface includes the eCommerce Intelligence methodology for marketplace performance optimization across Ozon, Wildberries, and Yandex Market; the OMD Resolution programmatic/DSP stack; and the long-running 'New Reality 2.0' consumer sentiment research series. Commercial relationships are anchored to enterprise-grade, multi-year contracts with major national and international advertisers — PepsiCo, Sberbank, Nissan, AvtoVAZ, Carlsberg/Baltika, Daimler/Mercedes-Benz, Sony Pictures, Henkel, Alfa-Bank, and Detsky Mir among them — supplied through direct enterprise sales and dedicated account teams rather than self-service channels.

Name

OMD OM Group

Legal name

OMD OM Group

Website

https://omd.ru

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

OMD OM Group is the Russia-based arm of Omnicom's OMD network, operating a multi-agency portfolio (Optimum Media, Resolution, AMS, Fuse, M2M, MarTech, Annalect) that provides media planning, buying, programmatic, content, and analytics services to major national and international advertisers across Russia and CIS.

Ownership category

akta.pro rank

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Agency Services: OMD OM Group earns commissions and fees from managing advertising budgets for major brand clients. Services include media planning, strategy, buying across TV, digital, OOH, radio, and other channels. The agency operates as an intermediary between advertisers and media owners.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

OMD OM Group is a full-service media communications group that plans, buys, and optimizes advertising campaigns for major national and international advertisers across TV, digital, outdoor (OOH), radio, print, and marketplace channels. The group operates through specialized sub-agencies delivering media buying (OMD Optimum Media), programmatic and performance (OMD Resolution), outdoor advertising (OMD AMS), special projects and content (OMD Fuse, M2M), marketing technology (OMD MarTech), analytics (Annalect), and additional services (MediaPlan, Easy Media). Revenue is earned through commissions and fees on client advertising budgets.

Product overview

OMD OM Group is a Russian media advertising group and one of the leaders of the Russian advertising market. The group operates as a multi-divisional structure consisting of core media agencies (OMD Optimum Media, OMD Resolution, OMD AMS, M2M), specialized units (OMD Fuse for special projects and content, OMD MarTech for marketing technology, Annalect for analytics), and support agencies (MediaPlan, Easy Media). The portfolio offers comprehensive advertising services including media planning and buying across all channels (TV, digital, outdoor, print, radio), programmatic advertising, content creation, data analytics, and performance marketing.

Differentiator

Problem solved

Functional benefit

Products and services

• OMD Optimum Media - Media Planning and Buying Services Core media agency providing traditional and digital media planning and buying services across TV, radio, print, and outdoor advertising channels for major national and international brand advertisers. Flagship agency of OMD OM Group, ranked as the largest agency in Russia per AdIndex 2019.
• OMD Resolution - Programmatic and Performance Marketing Services Digital-focused agency specializing in programmatic advertising, performance marketing, and digital media optimization. Handles full-service programmatic buying across DSP networks with optimization capabilities for performance campaigns, predictive audience segments, and DCO-based video campaigns.
• OMD AMS - Advanced Media Services Agency division providing advanced media services and specialized advertising solutions including OOH campaigns, federal outdoor campaigns across multiple Russian cities with multiple OOH operators, and high-visibility media deployments.
• OMD Fuse - Special Projects and Content Services Agency specializing in non-standard projects, special implementations, content creation, and innovative advertising campaigns. Includes the Content & Creation department supporting advertising campaigns with digital content production. Since 2021 jointly with Gazprom-Media and Everest guarantees effectiveness of sponsor integrations.
• OMD MarTech - Marketing Technology Solutions Marketing technology division focusing on programmatic platforms, AI-powered creative optimization solutions (e.g., Vinstant.pro integration reduced target visit cost by 29% for Nissan), data-driven advertising tools, and ad automation (Marylin platform integration delivered 2.5x faster reporting with 40% simplified reconciliation).
• Annalect - Analytics and Measurement Services Analytics and technology unit providing data analytics, predictive analytics, post-view analytics, ROMI measurement, and martech solutions across all OMD OM Group agencies.
• eCommerce Intelligence Services Proprietary methodology and service offering that analyzes eCommerce performance and optimizes brand presence across marketplace platforms (Ozon, Wildberries, Yandex Market). Enables brands to measure and optimize performance at different stages of the user journey on marketplaces.
• M2M - Specialized Media Services Agency division offering specialized media services and special projects/activation. Located at ul. Rozhdestvenka, 17, Moscow.
• Marketing Consulting Services Marketing consulting department within OMD OM Group that provides strategic marketing consulting services to advertisers alongside the group's media planning and buying offerings.

Quantifiable outcome

• Consumer target contact cost reduced by 50% using predictive audience segments (AGUSH case with Flocktory)
• +2 more outcomes

Named customers12 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• VK (VKontakte, Mail.ru Group)coreTechnology or IntegrationVK is a key digital platform partner for programmatic and social advertising. OMD OM Group works with VK's advertising platform (VK Реклама) for targeted digital campaigns and leverages VK's audience data for cross-platform targeting.
• Yandex (Yandex.Direct, Yandex.Market, Yandex.Analysis)coreTechnology or IntegrationStrategic partner for search advertising (Yandex.Direct), marketplace advertising (Yandex.Market), and analytics. OMD OM Group utilizes Yandex's programmatic and eCommerce intelligence tools for client campaigns.
• Annalect (OMD Analytics & Technology Unit)coreStrategic or Co-development PartnerInternal analytics and technology unit within OMD OM Group developing data analytics, post-view analytics, ROMI measurement, and martech solutions. Provides analytical services across all OMD agencies.
• Gazprom-MediacoreChannel Partner/ Reseller/ DistributorMajor media seller and content owner. OMD Fuse, Gazprom-Media, and Everest jointly guarantee effectiveness of sponsor advertising. OMD manages campaigns across Gazprom-Media TV channels and digital assets.
• Gallery (Gallery Smart Media)coreChannel Partner/ Reseller/ DistributorLeading OOH operator. Partnered with Mail.ru Group on digital OOH programmatic selling. OMD OM Group buys OOH inventory from Gallery for client campaigns.
• Everest (Эверест)coreChannel Partner/ Reseller/ DistributorMedia seller partner. Since 2021, OMD OM FUSE together with Everest and Gazprom-Media guarantee clients performance of sponsor integrations evaluated by brand noticeability and memorability criteria.
• Mail.ru GroupcoreTechnology or IntegrationMajor digital platform partner for advertising. Joint solutions for in-store retail media (with X5 Retail Group), programmatic advertising, and video advertising through Native Roll platform.
• Russ OutdoorcoreChannel Partner/ Reseller/ DistributorLargest OOH operator in Russia. OMD OM Group purchases outdoor advertising inventory from Russ Outdoor for major brand campaigns including Nissan, Sony Pictures (Angry Birds, Spider-Man).
• MAER (Меер)minorChannel Partner/ Reseller/ DistributorOOH operator with mediafacade network in Moscow and regional cities. OMD OM Group buys OOH inventory from MAER for campaigns requiring digital mediafacade coverage.
• Detsky MirminorGTM or Marketing PartnerLargest children's goods retailer in Russia. OMD Fuse handles monetization of Detsky Mir's communication capabilities and attracts brands interested in children's and family audiences.
• Rutube-ListminorStrategic or Co-development PartnerVideo platform partnership. Rutube.List can test all creative solutions from OMD OM Group's Content & Creation department on its platform.
• HttpoolminorChannel Partner/ Reseller/ DistributorOfficial Twitter advertising partner for Russia and CIS. Partnered with OMD OM Group on LADA Twitter brand format test in Russia.
• Bridge A[gency]minorGTM or Marketing PartnerGaming marketing agency. Jointly with OMD OM Group launched Nissan Qashqai advertising campaign for streamers and gamers on Twitch platform.
• National Advertising Alliance (NRA)coreChannel Partner/ Reseller/ DistributorMajor TV advertising seller controlling over 90% of TV advertising sales in Russia. OMD OM Group conducts TV media buys through NRA and participates in joint workshops (e.g., NRA, PepsiCo, OMD OM Group workshop).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carat: Dentsu's flagship media agency with Russian operations. Directly comparable to OMD Resolution and OMD Optimum Media in providing media planning, buying, and digital/programmatic services to enterprise advertisers in the Russian market.
• Havas Media: Havas-owned global media agency network with operations in Russia. Competes directly with OMD on media planning and buying for enterprise advertisers, with a comparable service portfolio spanning traditional, digital, and programmatic channels.
• MediaCom: GroupM/WPP's flagship media agency with Russian operations. Directly comparable to OMD Optimum Media in offering media planning and buying across TV, digital, OOH, and print, serving the same enterprise advertiser segments in Russia.
• Starcom: Publicis-owned global media agency that is OMD's closest direct competitor in Russia — AdIndex 2018 data shows Starcom and OMD OM Group together controlled ~20% of the Russian advertising agency market at near-equal scale, competing head-to-head for the same enterprise client roster and media budgets.
• Zenith: Publicis-owned media agency with Russian operations. Competes with OMD OM Group for the same blue-chip enterprise media planning and buying budgets, with a comparable multi-channel service proposition and similar global holding company backing.
• Initiative: IPG Mediabrands' global media agency with Russian operations. Competes directly with OMD for enterprise media planning and buying mandates, with comparable capabilities across traditional, digital, and data-driven media services in the Russian market.
• PHD: Omnicom's sister media network alongside OMD, operating globally. Most directly comparable as a peer network — competing for the same Omnicom-sourced global client mandates and offering similar media planning, buying, and digital capabilities across markets including Russia/CIS.

Broad incumbents

• GroupM: WPP's media investment arm operating multiple agencies (MediaCom, Mindshare, Wavemaker) in Russia. As a global media holding with a broader portfolio of agency brands, GroupM competes with OMD OM Group for the same enterprise advertisers in the Russian market but offers a wider product set than OMD's single-network approach.
• Dentsu: Global advertising holding company with media operations (Carat, iProspect) in Russia. Comparable to OMD as a multi-divisional agency group serving enterprise advertisers, but operating across creative, media, and CXM rather than media-only specialization.
• IPG Mediabrands: Interpublic Group's media holding arm (Initiative, UM, Mediabrands) with Russian operations. Comparable to OMD OM Group as a multi-agency media holding, but operating under a different global parent with distinct enterprise client relationships in Russia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries9 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 OM Group