IPG Mediabrands Latam

What IPG Mediabrands Latam does

IPG Mediabrands Latam operates as the Latin American media agency arm of Omnicom Media Group (OMG), following Omnicom Group's 2025 acquisition of Interpublic Group. The business provides media planning, buying, and strategy services to enterprise clients across markets including Mexico, Chile, Colombia, Peru, Costa Rica, the Dominican Republic, and Puerto Rico, drawing on the broader Omnicom Media agency portfolio (OMD, PHD, Initiative, UM, Hearts & Science, Mediahub) and shared capabilities in commerce, sports, beauty, and cultural insights. Under the Omnicom umbrella, LATAM operations are supported by an enterprise technology stack centered on the Omni intelligence platform, Acxiom Real ID (2.6 billion verified global IDs), the Flywheel commerce/AI platform, and the Creo creator platform (15M+ creators), together with research assets such as OMG Intelligence and OMG Signal.

The company's revenue model is professional services-based: agencies earn fees, commissions, and retainers negotiated per client against scope of work and media spend volume, typically under multi-year contracts. Go-to-market is enterprise field sales, anchored on long-term AOR relationships and competitive pitches for global and regional accounts (e.g., Uber, Mercedes-Benz, IBM, Amazon, Apple, Disney, McDonald's, L'Oréal, Chanel, MLS). With a reported 101 employees in the LATAM unit and a regional award footprint of 52 shortlists at the 2025 Festival of Media Latin America Awards, the unit functions as a regional delivery hub within a $70B+ buying-power, 40,000+ specialist, 70+ market global network.

Name

IPG Mediabrands Latam

Legal name

Omnicom Media Group

Website

https://latam.ipgmediabrands.com

Company type

Public

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

IPG Mediabrands Latam is the Latin American media agency division of Omnicom Media Group, providing media planning, buying, and strategy services to enterprise clients across markets including Mexico, Chile, Colombia, Peru, and the Caribbean.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYBPAFABAN

Media Measurement, Attribution & Mix Modeling (MMM/MTA)

Business & Public Services/Marketing, Advertising & PR Services/Media Planning & Buying

Keywords

• Media agency services
• Media planning buying
• Digital advertising
• Data-driven marketing
• 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

Cost components

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

Revenue model

1. Media Agency Services: Omnicom Media operates as a global media agency network providing media planning, buying, and strategy services to enterprise clients. Revenue is generated through agency fees, media commissions, and retainer-based arrangements with major global brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

IPG Mediabrands Latam is the Latin American regional arm of the global media agency network (now part of Omnicom Media Group following Omnicom's 2025 acquisition of IPG). The company provides enterprise media planning, media buying, and media strategy services across LATAM markets, operating a portfolio of specialized agency brands including OMD, PHD, Initiative, UM, Hearts & Science, and Mediahub. Services span traditional and digital channels, data-led audience targeting, connected TV, commerce media, and influencer/creator activation through proprietary platforms such as Omni, Flywheel, Acxiom, and Creo.

Product overview

Omnicom Media operates a media ecosystem consisting of multiple specialized agencies and proprietary technology platforms. The core intelligence platform is Omni, which unifies data, creativity, and AI capabilities. Supporting platforms include Flywheel (AI-powered commerce), Acxiom (identity and data solutions with 2.6 billion verified global IDs), and Creo (creator platform with 15M+ creators). The network's agencies include OMD, PHD, Initiative, UM, Hearts & Science, Mediahub, Optimum Sports, Annalect, Beauty Co-Lab, and Sparks & Honey, each serving specialized roles from sports marketing to cultural insights to beauty sector expertise.

Differentiator

Problem solved

Functional benefit

Brands

• Omni: Omnicom's proprietary intelligence platform providing unified data, creativity, and AI capabilities
• Acxiom
• Culture Q
• Creo
• Flywheel
• Annalect

Products and services

• OMD Global media agency brand within the network providing media planning, buying, and strategy for enterprise clients; ranked #1 by volume in RECMA 2024 OAV analysis with $35.6B in total billings.

Quantifiable outcome

• OMD ranked #1 global media network with $35.6B billings, outperforming nearest competitor by $4.4B with +9.5% YoY growth
• +5 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

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

• COMvergenceminorOthers · 19 June 2026Third-party research company providing independent evaluation of media agency performance. Omnicom Media references COMvergence reports for industry rankings and performance metrics.
• Disney AdvertisingcoreTechnology or Integration · 1 June 2026First-mover partnership to enable sequential ads in streaming, part of Omnicom's Cannes news series. Disney opened clean room offering to Omnicom Media Group.
• NBCUniversalcoreTechnology or Integration · 1 June 2026First-mover partnership to craft dynamic contextual ads for content. Omnicom and NBCU announced partnership during Cannes Lions news series.
• Paramount+coreTechnology or Integration · 1 June 2026First-mover partnership for Dynamic Fixed Ad Units in Paramount+ premieres, advancing Omnicom's strategy for streaming advertising innovation.
• IBMflagshipChannel Partner/ Reseller/ Distributor · 1 April 2026Omnicom Media awarded IBM's global media account following competitive review. Expanded from EMEA mandate to global scope.
• Major League Soccer (MLS)flagshipChannel Partner/ Reseller/ Distributor · 1 April 2026Mediahub appointed media agency of record for MLS, overseeing media planning and buying across traditional and digital channels including linear TV.
• SnowflakecoreTechnology or Integration · 1 January 2026Snowflake's data collaboration technology provides the secure multi-party clean room environment where publishers, advertisers and Omnicom can analyze data without exposing underlying customer information. Acxiom worked with Snowflake to extend the clean room with new cross-platform frequency measurement capabilities.
• Amazon AdscoreTechnology or Integration · 1 January 2026Collaboration with Amazon Ads ANZ showcased enhanced audience strategy using Acxiom data. Partnership at CES also focused on CTV frequency measurement solutions.
• RokucoreTechnology or Integration · 1 January 2026First-to-market collaboration with Amazon and Roku designed to solve frequency issues in CTV advertising. Partnership enables cross-platform frequency cap across campaigns.
• GooglecoreTechnology or Integration · 1 January 2026CES partnership that drills deeper into search intent. Part of Omnicom's strategy for AI-driven marketing transformation.
• VideoAmpcoreTechnology or Integration · 1 January 2026Measurement data provider combined with Acxiom Real ID and publisher-enabled Creative IDs to deliver unified view of creative frequency and performance across streaming and linear TV.
• iSpotcoreTechnology or Integration · 1 January 2026Cross-screen measurement partner where OMG agencies are stitching Walmart data into cross-screen stacks alongside VideoAmp.
• ZefrminorStrategic or Co-development Partner · 1 January 2026Collaboration on first-of-its-kind study on brand impact of ad adjacency to AI-generated content. 'AI Slop or Not?' research released by Zefr and OM Media Trials.
• UberflagshipChannel Partner/ Reseller/ Distributor · 1 January 2026Omnicom Media retained and expanded Uber's $800M media AOR remit. PHD continues to oversee media across North America, EMEA and LATAM with expanded remit in Brazil.
• Creo (Omnicom)coreTechnology or Integration · 1 January 2026Omnicom's influencer arm introduced new agentic AI tool to automatically identify and fix brand-suitability issues in influencer content.
• Walmart ConnectcoreStrategic or Co-development Partner · 1 October 2025Partnership linking Walmart's first-party purchase-based insights with Meta's Instagram influencer ecosystem. OMG is using Walmart purchase data to find creators who best index with buyers, showing higher engagement at lower costs.
• NetflixflagshipTechnology or Integration · 1 June 2025First-time ad product deal as part of Cannes Lions news series - first-mover partnership connecting brand content with streaming programming and viewing experiences.
• Meta (Facebook/Instagram)coreStrategic or Co-development Partner · 1 June 2025Partnership to build on live content and live shopping. Partnership with Amazon and Meta revealed at Cannes 2025.
• PayPalminorStrategic or Co-development Partner · 1 June 2025Partnership as part of Omnicom's 'Live' Blitz at Cannes Lions 2025, revealed among eight first-to-market partnerships.
• X (Twitter)minorStrategic or Co-development Partner · 1 June 2025Partnership revealed at Cannes Lions as part of 'Live' Blitz, among eight first-to-market data partnerships.
• YouTubecoreTechnology or Integration · 1 June 2025Livestream partnership as final Cannes Lions announcement. Partnership helps brands unlock power of live content and conversations.
• Sky MediacoreTechnology or Integration · 1 June 2025Partnership to launch 'Sports Surge' - new biddable sports marketplace for brands to tap into high-attention moments during live sports.
• JiostarminorStrategic or Co-development Partner · 1 June 2025Partnership with Omnicom Media India to introduce unified in-content advertising program across Linear TV, OTT, and CTV for Nivea India.
• TeadscoreTechnology or Integration · 1 January 2025Integration of Teads' cookieless targeting technology into Omni platform to prepare for post-cookie future. Omnicom Media Group (OMG) teamed up with Teads.
• Genius SportscoreStrategic or Co-development Partner · 1 January 2025Partnership with Omnicom Media Intelligence on study showing augmented sponsorships increase brand impact. 'Embedded Advantage' report found branded in-game graphics increase brand favorability.
• SnapchatcoreStrategic or Co-development Partner · 1 January 2025Joint report revealing social posts can build box office hits. Research conducted with Ipsos found social media becoming primary driver of movie marketing.
• iHeartMediacoreStrategic or Co-development Partner · 1 January 2025Partner Intelligence study with Omnicom Media Intelligence outlining how evolving audio formats deliver measurable full-funnel impact.
• Merlin EntertainmentsflagshipChannel Partner/ Reseller/ Distributor · 1 January 2025Consolidated global creative and media business with Omnicom. OMD named media agency of record alongside adam&eveDDB as creative agency. Brands include Madame Tussauds, Alton Towers, Legoland.
• NBCUniversal (Clean Room)coreTechnology or Integration · 1 January 2022First agency to have access to NBCU's audience insights hub (clean room) as part of first-party data strategy amid identity arms race.
• FireworkcoreTechnology or Integration · 1 January 2022Partnership with shoppable video platform Firework making short-form and livestreaming capabilities available to all Omnicom agencies for e-commerce growth.
• The Trade DeskcoreTechnology or Integration · 1 January 2021OMG formally endorsed Unified ID 2.0 (UID 2.0) as post-cookie solution. The Trade Desk played key role in developing UID 2.0.
• PHD (Red Bull)flagshipChannel Partner/ Reseller/ Distributor · 1 January 2021Red Bull appointed PHD as its new media agency for North America.
• Mercedes-BenzflagshipChannel Partner/ Reseller/ Distributor · 1 January 2021Mercedes-Benz consolidated global media, brand and performance marketing into Omnicom Group. Omnicom creating dedicated unit 'Team X' to handle all facets across 45 markets. Estimated $893M measured media spend.
• ChanelflagshipChannel Partner/ Reseller/ Distributor · 1 January 2021OMG won global media-buying account for Chanel in competitive pitch, ending relationship with WPP.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Dentsu Group: Dentsu Group is the Japanese parent of Dentsu International. It is a global advertising and media holding company with particularly strong APAC presence, competing with Omnicom Media in cross-market media and creative services.
• WPP plc: WPP is the parent company of GroupM and a global advertising holding company competing with Omnicom Group across creative, media, CRM, and PR services. It is the largest traditional holding company by revenue and the primary cross-portfolio competitor.
• Publicis Groupe: Publicis Groupe is the parent of Publicis Media and a global advertising holding company offering creative, media, digital, and healthcare communications services. It competes with Omnicom Group across all major service lines.

Direct peers

• Havas Media Network: Havas Media is the media arm of Havas, a Paris-based advertising group. It operates global media planning and buying services for enterprise clients and competes directly with OMG's agency brands for marquee accounts.
• GroupM (WPP): GroupM is WPP's global media agency network comprising Mindshare, MediaCom, Wavemaker, and EssenceMediacom. It is the closest direct competitor to Omnicom Media Group, serving similar enterprise clients with global media planning, buying, and data capabilities.
• Dentsu Media: Dentsu Media is the media agency arm of Dentsu Group, operating globally with brands including Dentsu X and Merkle. It is a top-tier competitor in global media planning and buying, particularly strong in APAC, and is one of the major holding company media networks.
• Publicis Media: Publicis Media is the media operations division of Publicis Groupe, encompassing Starcom, Zenith, and Spark Foundry. It competes head-to-head with OMG for global enterprise accounts and is among the top three media agency networks globally by billings.

Emerging players

• MediaMonks: MediaMonks (operating under S4 Capital / now rebranded Monks) is a digital-first media, content, and production company. It competes with OMG's digital transformation and content offerings, particularly in performance and commerce media.
• Horizon Media: Horizon Media is a large independent US media agency. While smaller than the global holding company networks, it competes directly for major US media accounts and has grown rapidly by offering an independent alternative to OMG.
• Stagwell: Stagwell is a global digital marketing holding company that has been acquiring media, communications, and technology agencies. It offers an alternative to the traditional holding company model and has been winning pitches against the major networks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/omnicommediagroup
• LinkedInlinkedin.com/company/ipgmblatam
• Instagraminstagram.com/omnicommediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries14 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 IPG Mediabrands Latam