New York-based Omnicom Group positioned itself as the second-largest media holding group in the world in 2022 based on revenue. The holding came behind London-based competitor WPP and outranked fellow big five players Publicis, Interpublic Group of Companies, and Dentsu.
In 2013, it was announced that Publicis Groupe and Omnicom would merge to form Publicis Omnicom Group, but the deal ended up falling through the following year. A few reasons have been cited behind the failed 35-billion-dollar “merger of equals,” including tax structures and struggles in reconciling different corporate cultures. In 2021, Omnicom beat Publicis in securing the account for Mercedes Benz’s global marketing; this led to the birth of Team X, a customized marketing agency tasked with handling every aspect of the German auto giant’s global communications.
Omnicom was founded in 1986 as a “big bang” merger between three of the largest U.S. advertising agencies - BBDO Worldwide, Doyle Dane Bernbach, and Needham Harper Worldwide. The group has been guided by President-CEO John Wren since 1997 and functions as the parent company of five agency networks - BBDO Worldwide, DDB Worldwide, Omnicom Media Group (OMG), Diversified Agency Services (DAS), and TBWA Worldwide.
Omnicom has received its share of awards for creativity and innovation in 2022, with its DDB, BBDO, and TBWA Worldwide agencies all ranking within the top 10 of the most creative agency networks worldwide. TBWA was also named the Network of the Year by AdAge in 2022. Omnicom fared well on efficiency, coming in second after WPP among the world’s most effective media holding companies. Similarly to its big five peers, the group has been moving forward in its efforts to promote sustainability, setting a goal to attain 20 percent renewable energy by 2023. Omnicom has also been making moves in the world of artificial intelligence (AI). In June 2023, the group announced it would partner with Google to integrate the latter’s generative AI models into its Adtech platform. This collaboration would mark the first commercial application of Google’s generative AI.
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