OMG23

Name

OMG23

Legal name

Omnicom Media Group

Website

https://omnicommediagroup.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Burbank, California

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Traditional agency model providing strategic media planning, media buying across all channels (TV, digital, CTV, OOH, print, radio), and campaign optimization for enterprise clients. Revenue is generated through retainer fees, commissions from media vendors, and performance-based arrangements.
2. Data and Technology Services: Proprietary data solutions including Acxiom identity infrastructure, clean room measurement services, and analytics platforms that enable precise audience targeting and cross-platform measurement.
3. Specialized Agency Services: Vertical-specific services through specialized agencies including Optimum Sports (sports marketing), Creo (creator/influencer), Annalect (data/analytics), and performance marketing through acquired Jump 450 Media.

Go-to-market motion1 record

Distribution channels10 records

Marketing channels8 records

Core offering

Omnicom Media Group (OMG) is a global media agency network providing strategic media planning, buying, and optimization services across all channels (TV, digital, CTV, social, search, OOH) for enterprise brand clients. The company operates through six global agency brands (OMD, PHD, Initiative, UM, Hearts & Science, Mediahub) supported by proprietary technology including the Omni intelligence platform, Acxiom Real ID data enrichment (2.6B verified global IDs), Flywheel commerce AI, and the Creo creator platform.

Product overview

Omnicom Media Group operates the world's strongest media ecosystem through its Omni intelligence platform—the core system unifying proprietary data, creativity, and AI across the network. The platform integrates Acxiom Real ID (2.6 billion verified global IDs and consumer signals), Flywheel (AI-powered commerce), and Creo (creator platform managing 15M+ creators). The holding operates through six global agency brands—OMD, PHD, Initiative, UM, Hearts & Science, and Mediahub—each offering distinct media services, supported by specialized units including Optimum Sports, Annalect (data/analytics), and Flywheel (commerce). The ecosystem delivers unified audience targeting, cross-platform measurement, and performance optimization through partnerships with platforms like Snowflake, Amazon, Google, Meta, and Roku.

Differentiator

Problem solved

Functional benefit

Brands

• OMD: Media agency network, ranked #1 globally by RECMA Diagnostics
• PHD
• Initiative
• UM
• Hearts & Science
• Mediahub
• Omni
• Acxiom
• Flywheel
• Creo
• Optimum Sports
• Annalect
• Fuse
• TRKKN
• Beauty Co-Lab

Products and services

• OMD
• PHD
• Initiative
• UM
• Hearts & Science
• Mediahub
• Omni Intelligence Platform
• Acxiom Real ID Data enrichment solution providing 2.6 billion verified global IDs and trillions of cultural, media, and consumer signals for precise audience targeting.
• Flywheel Commerce platform leveraging AI and machine learning to transform media strategy and execution; leads the industry in commerce media innovation.
• Creo Creator Platform Influencer marketing platform transforming 15M+ creators and 1,000+ categories into a precision system for cultural relevance, measured with paid media rigor.
• Optimum Sports Sports media and marketing agency offering sports marketing expertise, athlete partnerships, and the proprietary Omni Sports intelligence platform linking exposure to outcomes.
• Annalect Data and analytics division serving as the data/analytics spine across the agency network, providing measurement and optimization capabilities.
• Jump 450 Media Performance marketing agency focused on customer acquisition for high-growth and enterprise clients across consumer, health, gaming, and fintech verticals; acquired in 2021.

Quantifiable outcome

• OMD $35.6B in total billings, outperforming nearest competitor by $4.4B (RECMA 2024)
• +6 more outcomes

Named customers24 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability9 records

Feature8 records

Partnerships

45 partnerships are on record, tiered major, minor and core.

• Novo NordiskmajorOthers · 1 August 2026Omnicom Media won Novo Nordisk's $520 million U.S. media planning and buying following competitive pitch against incumbent WPP.
• UbermajorOthers · 1 July 2026Omnicom Media retained and expanded $800M media AOR remit with Uber, reinforcing relationship that began in 2023 with expanded Brazil remit.
• Mark Anthony Brands InternationalminorOthers · 1 July 2026UM appointed global media agency of record for Mark Anthony Brands International (wine and spirits) following competitive pitch.
• NetflixcoreStrategic or Co-development Partner · 1 June 2026First-mover partnership announced at Cannes Lions as part of Omnicom Media's four-day Cannes Lions news series, connecting brand content with streaming programming and viewing experiences.
• Amazon AdscoreStrategic or Co-development Partner · 1 June 2026Partnership combining Amazon Ads' authenticated graph with Omnicom's Omni intelligence and Acxiom data for near-real-time unified view of reach and frequency tied to conversion outcomes.
• RokucoreStrategic or Co-development Partner · 1 June 2026First-to-market collaboration for cross-platform TV frequency measurement combining Roku's linear and CTV viewership signals with Omnicom's Acxiom data.
• Ad Alliance (Germany)minorStrategic or Co-development Partner · 1 June 2026First-mover partnership between Omnicom Media Germany and Ad Alliance for live adaptation of TV commercials to program content.
• JiostarminorStrategic or Co-development Partner · 1 June 2026Partnership with Jiostar for unified in-content advertising program across linear TV, OTT, and CTV for Nivea India using audience intelligence and scene-matched storytelling.
• Genius SportsminorStrategic or Co-development Partner · 1 June 2026Study collaboration showing augmented sponsorships increase brand impact. 'Embedded Advantage' report found branded in-game graphics increase brand favorability and purchase intent.
• IBMmajorOthers · 1 June 2026Omnicom Media announced as global media agency of record for IBM following competitive pitch process.
• Major League Soccer (MLS)majorOthers · 1 April 2026Mediahub appointed media agency of record for MLS, overseeing media planning and buying across traditional and digital channels.
• ZefrminorStrategic or Co-development Partner · 1 March 2026Research partnership through OM Media Trials for first-of-its-kind study measuring brand impact of ad adjacency to AI-generated content, 'AI Slop or Not?' report.
• Walmart ConnectcoreStrategic or Co-development Partner · 1 January 2026First-to-market collaboration linking Walmart's first-party purchase-based insights with Meta's Instagram influencer ecosystem through Creo Influencer Discovery Agent, enabling creators to be selected based on demonstrated conversion potential.
• Meta (Facebook/Instagram)coreStrategic or Co-development Partner · 1 January 2026Integration of Walmart purchase data with Meta's Creator Marketplace through Creo platform, enabling brands to identify creators based on what their followers actually buy rather than follower counts.
• GooglecoreStrategic or Co-development Partner · 1 January 2026Future of Search partnership creating Consumer Prompt Insights Agent leveraging Gemini and AI overviews for deeper consumer intent understanding and content optimization.
• PinterestminorStrategic or Co-development Partner · 1 January 2026CES partnership demonstrating expanded data, identity, and technology assets for client growth opportunities.
• YouTubecoreStrategic or Co-development Partner · 1 June 2025Livestream partnership announced at Cannes Lions as part of Omnicom's eight first-to-market partnerships to unlock live content and commerce.
• PayPalcoreStrategic or Co-development Partner · 1 June 2025Partnership announced at Cannes Lions as part of Omnicom's 'Live' blitz showcasing eight first-to-market partnerships.
• X (Twitter)coreStrategic or Co-development Partner · 1 June 2025Partnership announced at Cannes Lions as part of Omnicom's eight first-to-market partnerships.
• Snap Inc.coreStrategic or Co-development Partner · 1 June 2025Partnership at Cannes for understanding next generation of consumers, part of eight first-to-market collaborations.
• Tesco MediaminorStrategic or Co-development Partner · 1 June 2025First-mover partnership at Cannes connecting real-time data to in-store creative, Day 1 announcement of Cannes Lions news series.
• British AirwaysminorOthers · 1 October 2021OMG named global media and SEO partner for British Airways following full marketing review.
• LegalZoomminorOthers · 1 October 2021OMD named media agency of record for LegalZoom with $100M+ annualized media spending, winning from Horizon Media.
• ChanelmajorOthers · 1 October 2021OMG won Chanel's global media-buying account from WPP after nearly 20 years, effective January 2022. Estimated $1.36B annual brand support budget.
• Red BullminorOthers · 1 July 2021PHD appointed as Red Bull's new media agency for North America following competitive review.
• Jump 450 MediacoreOthers · 1 July 2021Acquisition of performance marketing agency focused on customer acquisition for high-growth and enterprise clients in consumer, health, gaming, and fintech. Founded 2016, based in New York.
• Home DepotmajorOthers · 1 January 2021OMD named US media agency of record with $300M+ annual media spending.
• PhilipsmajorOthers · 1 January 2021Omnicom Group named global integrated agency partner with $300M+ annual media spending.
• Mercedes-BenzmajorOthers · 1 January 2021Omnicom created dedicated unit Team X after Mercedes consolidated all global marketing with holding company.
• NBAcoreStrategic or Co-development Partner · 1 January 2021LegalZoom partnership with NBA offering $6M in grants and services to support small businesses, leveraging OMD media relationship.
• IAB Tech LabcoreTechnology or Integration · 1 January 2021Partnership for CTV fraud prevention using ads.cert 2.0 security protocols as part of The Connected TV Signal Standardization Initiative.
• MagnitecoreTechnology or Integration · 1 January 2021SSP partner for The Connected TV Signal Standardization Initiative providing inventory standardization.
• YahoocoreTechnology or Integration · 1 January 2021Partner for The Connected TV Signal Standardization Initiative.
• AMC NetworkscoreTechnology or Integration · 1 January 2021Partner for The Connected TV Signal Standardization Initiative.
• SourcepointcoreTechnology or Integration · 1 January 2021Data ethics partnership creating scores to identify dark patterns among publishers including confusing consent opt-in disclosures.
• Colossus SSPcoreTechnology or Integration · 1 January 2021Supply-side platform partnership delivering diverse marketplace as part of Red Thread purpose initiative and diverse content creation efforts.
• NMSDC (National Minority Suppliers Development Council)coreStrategic or Co-development Partner · 1 January 2021Partnership to certify OMG creators as Minority Business Enterprises (MBE), building industry database of certified diverse creators. Goal of 500 certifications by end of 2022.
• Red BullminorOthers · 1 January 2021PHD appointed new media agency for North America following competitive pitch.
• SnowflakecoreTechnology or IntegrationOmnicom Media uses Snowflake's data collaboration technology as 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.
• VideoAmpcoreTechnology or IntegrationCross-platform measurement partner combining publisher-enabled Creative IDs, Acxiom's Real ID identity infrastructure and VideoAmp's measurement data to deliver unified view of creative frequency and performance across streaming and linear TV.
• Disney AdvertisingcoreTechnology or IntegrationFirst-to-market clean room measurement capability live with Disney as one of the major streaming partners. Disney Advertising Sales' data clean room powered by Disney Select (1,000+ first-party segments) enables advanced pre-planning insights, activation and cross-portfolio measurement.
• NBCUniversalcoreStrategic or Co-development PartnerFirst-to-market partnership announced at Cannes for dynamic contextual ads in CTV content. NBCUniversal clean room access enables Omnicom to be first agency with access to NBCU's audience insights hub.
• Paramount+coreStrategic or Co-development PartnerFirst-to-market partnership for Dynamic Fixed Ad Units in Paramount+ premieres, advancing Omnicom Media's CTV advertising strategy.
• AmazoncoreTechnology or IntegrationLong-standing collaboration on clean room and frequency measurement. Amazon Ads' authenticated graph enables cross-platform TV measurement within Snowflake clean room.
• TeadscoreTechnology or IntegrationCookieless targeting technology integration into Omni platform preparing for cookieless future. Partnership announced in 2021.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Horizon Media: Largest independent media agency in the United States and a direct competitor to OMD, PHD, and Hearts & Science. Horizon famously retained LegalZoom for years before losing the $100M+ account to OMD, illustrating the bidirectionality of account movement between OMG and independent rivals.
• Publicis Media: Publicis Groupe's media agency network and a direct competitor to OMD, PHD, UM, and Initiative. Operates the same enterprise media agency model with proprietary data assets (Epsilon-powered) and competes for the same Fortune 500 client roster.
• IPG Mediabrands: Interpublic Group's media agency network (UM, Initiative, Mediabrands), historically a direct competitor to OMG's agencies. Following Omnicom's 2025 acquisition of IPG, Mediabrands is now part of the combined Omnicom Media organization.
• GroupM: WPP's media investment arm and the most direct peer to OMG. GroupM houses Mindshare, MediaCom, Wavemaker, EssenceMediacom, and mSix&Partners, operating a comparable full-service media agency model across planning, buying, and data-driven activation for enterprise clients globally.
• Havas Media Group: Havas's media agency network operating the same enterprise media agency model with global footprint. While smaller than the top three holding companies, Havas Media competes for mid-market and global enterprise accounts in the same RFP processes as OMG.

Broad incumbents

• WPP: World's largest advertising holding company and OMG's principal competitor across media, creative, and PR. WPP's GroupM media network (Mindshare, MediaCom, Wavemaker, Essence) directly competes with OMD, PHD, UM, and Initiative for the same global enterprise clients (e.g., the recent Chanel and Novo Nordisk account flips from WPP to OMG).
• Publicis Groupe: Paris-based advertising holding company and the third member of the global 'big four' alongside Omnicom and WPP. Publicis Media (Starcom, Mediavest, Zenith, Digitas) competes head-to-head with OMD and PHD for global enterprise clients, with comparable proprietary data and technology platforms.
• Dentsu: Japanese-headquartered global advertising holding company operating Dentsu Media (Carat, dentsu X, iProspect) and creative networks. A direct competitor in international media agency pitches and one of the principal global holding-company players alongside Omnicom, WPP, and Publicis.

Emerging players

• Accenture Song: Accenture's creative, marketing, and commerce arm representing the consulting-led incursion into advertising. Accenture Song has rapidly built media and customer-execution capabilities, frequently competing with OMG agencies for digitally transformation-led RFPs and brand experience mandates.
• Stagwell: Challenger advertising holding company led by Mark Penn, acquiring independent agencies and media shops to compete with the traditional big-four holding companies. Stagwell's media capabilities (Assembly, ForwardPMX) increasingly compete with OMG agencies for high-growth and digitally native brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/omg23
• Instagraminstagram.com/omnicommediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

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 OMG23