Name

Omg Unite

Legal name

Omnicom Media Group UK Limited

Website

https://omgunite.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Diversity & Inclusion Marketing Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Multicultural & Diversity Marketing Creative Agencies (MPAAAAAK)

akta.pro secondary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Diversity marketing services
• Multicultural media planning
• Inclusive advertising agency
• LGBTQ+ marketing consultancy
• Diversity media buying

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Diversity Media Consultancy: The agency provides diversity media consultancy services including diversity audits, audience analysis, cultural prospecting, and diversity workshops. As an Omnicom Media Group agency, they generate revenue through professional service fees for strategy and consulting engagements.
2. Media Activation Services: Revenue generated through media planning, media buying, engagement strategy, and PR & earned media services. They work with media partners across TV, newspapers, radio, magazines, websites, apps, social media, out-of-home and more.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Omg Unite (OMG UNITE) is a diversity and inclusion marketing agency within Omnicom Media Group that helps brands build culturally inclusive campaigns targeting multicultural, LGBTQ+ and disability communities in the UK. The agency delivers three integrated service lines: Insight & Strategy (diversity audits, audience analysis, cultural prospecting, diversity workshops), Media Activation (engagement strategy, media planning, media buying, PR & earned media), and Content & Partnerships (concept to creation, creator collaborations, community engagement, sponsorship). It also operates proprietary tools (Diversity Insight Tool, Audience Mapper) and a Diverse Community Network Platform of 500+ minority-owned media channels.

Product overview

OMG UNITE is a diversity-driven marketing agency specializing in Multicultural, LGBTQ+ and Disability marketing since 2009. The company offers a unified service model organized into three main categories: Insight & Strategy (consultation services including Diversity Audits, Audience Analysis, Cultural Prospecting, and Diversity Workshops), Media Activation (engagement strategy, media planning, media buying, and PR services), and Content & Partnerships (content production, creator collaborations, community engagement, and sponsorship). The agency also provides proprietary tools including the Diversity Insight Tool (DIT), Diverse Community Network Platform (500+ minority media channels), and Audience Mapper to support their service delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Insight & Strategy Diversity media consultation service helping enterprise clients understand diverse audiences through diversity audits, audience analysis, cultural prospecting, and diversity workshops. For brands seeking to build culturally inclusive marketing strategies targeting multicultural, LGBTQ+ and disability communities.
• Media Activation Media planning, buying, and engagement strategy services connecting enterprise brands with diverse and hard-to-reach communities across TV, radio, print, digital, social, and out-of-home channels. Includes PR & earned media leveraging publisher and influencer relationships.
• Content & Partnerships Content production and partnership development services including concept to creation, creator collaborations, community engagement, and sponsorship activations targeting multicultural, LGBTQ+ and disabled audiences through trusted diversity media brands.
• Diversity Insight Tool (DIT) Proprietary internal tool providing in-depth understanding of multicultural communities, their cultures, and how they relate to brands and products, showing how diverse audiences perceive mainstream advertising.
• Diverse Community Network Platform Proprietary platform providing access to 500+ minority owned or led media and content platforms across TV, radio, print and digital, used to support media planning and partnership activations for client campaigns.
• Audience Mapper Proprietary tool that drives contextual relevancy based on audience make-up for regional and local campaign planning and geographic targeting.

Quantifiable outcome

• Ad recognition raised to 69% in first quarter for Macmillan campaign
• +5 more outcomes

Named customers8 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• SBTVcoreStrategic or Co-development PartnerSBTV (formerly known as SB.TV) is a British online music platform and content creation network. OMG UNITE partnered with SBTV to create impactful content for the NSPCC/Childline #UnderstandMe campaign. Artists collaborated to relaunch 2018 content around Xenophobia, Racism, Islamophobia and Neglect, as well as creating brand new music with Don Strapzy around Allyship.
• PinkNewscoreStrategic or Co-development PartnerPinkNews is a leading LGBTQ+ publication. OMG UNITE devised a partnership with PinkNews for the Audible Hell Cats podcast awareness campaign, publishing editorial pieces on their website and social channels. Four advertorials were published exploring the podcast series and positioning it for LGBTQ+ audiences.
• OMD UKcoreStrategic or Co-development PartnerOMD UK is a sister agency within Omnicom Media Group. OMG UNITE worked alongside OMD UK on the NSPCC/Childline campaign, combining UNITE's D&I expertise with OMD's media capabilities.
• PHD MediacoreStrategic or Co-development PartnerPHD Media is a sister agency within Omnicom Media Group. OMG UNITE worked with PHD Media on the Warner Bros Crazy Rich Asians campaign to engage Chinese and East Asian audiences in the UK.
• Hearts & SciencescoreStrategic or Co-development PartnerHearts & Sciences is a sister agency within Omnicom Media Group. OMG UNITE was sourced by Hearts & Sciences as Diversity & Inclusion specialists for the Audible UK Hell Cats campaign.
• OmniGovcoreStrategic or Co-development PartnerOmniGov is a specialist government communications agency within Omnicom Media Group. OMG UNITE worked with OmniGov on the Cabinet Office/NHS COVID-19 vaccine awareness campaign targeting multicultural communities.
• RecipeminorChannel Partner/ Reseller/ DistributorRecipe is an influencer marketing agency. OMG UNITE worked with Recipe to secure queer influencers for the Audible Hell Cats campaign, engaging talent including Charlie Craggs, Jamie Windust, Chelcee Grimes, Liv Little, and Char Ellesse.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Ogilvy: WPP-owned global creative and PR network with an established multicultural practice and DEI-focused offering. Comparable as a large incumbent that increasingly markets dedicated diversity and inclusion services to the same brand-side CMOs.
• Dentsu Creative: Global creative network of Dentsu offering multicultural and purpose-driven marketing to major brands. Comparable as a large network competitor building D&I and inclusive-creative capabilities into its broader creative portfolio.
• Havas London: UK creative, media and communications network of Havas Group with multicultural and purpose-led practices. Comparable as a large holding-company competitor that OMG UNITE's prospective clients could alternatively engage for diversity-focused briefs.
• Wavemaker: GroupM/WPP media agency with explicit diversity, multicultural and inclusive audience planning capabilities across multiple markets. Comparable to OMG UNITE's media planning and buying function, serving similar enterprise and government clients from within a broader agency network.
• Publicis Groupe UK: UK arm of global ad holding company Publicis with agencies (Leo Burnett, Saatchi & Saatchi, Digitas) that increasingly offer multicultural and diversity-focused work. Comparable as a broad incumbent competing for the same enterprise D&I mandates at network RFP level.
• MediaCom: Global media agency within WPP that operates a multicultural and diverse-audiences practice serving major enterprise clients. Comparable as a large incumbent offering overlapping multicultural planning and buying capabilities, though broader in scope than OMG UNITE's specialist D&I remit.

Direct peers

• Mediareach: UK specialist multicultural advertising agency that has served as a leading voice on minority audience targeting since the 1990s. Directly comparable as another UK-based multicultural marketing specialist competing for the same BAME and ethnic-minority client briefs.
• The Unmistakables: UK-based diversity, equity and inclusion marketing consultancy offering inclusive marketing strategy, content and training to brands. Directly comparable as a UK D&I-focused competitor providing the cultural-insight and inclusive-creative services that OMG UNITE also delivers.
• Manning Gottlieb OMD: London-based sister Omnicom Media Group agency with a strong heritage in purpose-led and social-change marketing. Directly comparable to OMG UNITE as a UK Omnicom agency working on diverse audience campaigns and public-sector clients (e.g., OMG UNITE alumni previously worked at Manning Gottlieb OMD).

Emerging players

• BHM (Black Hair & Media Group): UK-based communications and media group with strong reach into Black, Asian and minority-ethnic audiences and cultural marketing expertise. Comparable as a UK-focused specialist operating in the ethnic-media and multicultural-marketing space alongside OMG UNITE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/omg_unite
• LinkedInlinkedin.com/company/omg-unite
• Facebookfacebook.com/OMGUNITE

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Omg Unite