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Agency Executives detail Agency-Platform Structure Revamp: Omnicom Media Group

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Agency Executives detail Agency-Platform Structure Revamp: Omnicom Media Group

Let's Simplify Complex Marketing Challenges with Agencies-as-a-Platform (AaaP)

In the never-ending quest to tackle marketing complexities, holding companies often face criticism for being too sprawling, with redundancies and labyrinthine structures baffling clients. But Omnicom Media Group (OMG) isn't having it. Instead, they've devised their own solution: the agency-as-a-platform (AaaP) model.

Imagine, if you will, OMG as a versatile, multipurpose organization, capable of addressing intricate issues using a blend of cutting-edge technology and diverse tools from across all its agencies. It's like having a one-stop-shop for all your marketing needs, flexible and equipped to adapt to your specific requirements.

This summer, OMG made its AaaP model official by reorganizing its new business operations under their umbrella. So, when a new opportunity presents itself, network and individual agency leaders approach prospective clients strategically—deciding which agency or OMG toolset will best serve the client’s goals and secure the business.

OMG’s Magical Platform: A Foray into the Details

The AaaP model is all about unifying different marketing services, such as influencer marketing, media buying, and data analytics, under consolidated brands or platforms. For example, global influencer marketing capabilities were recently consolidated under the Creo brand, letting follower agencies across 40+ markets share tools, data, and strategic frameworks seamlessly.

At the core of the model sits the Omni system—an open operating system that integrates data and marketing orchestration across OMG agencies, streamlining the planning, measuring, optimizing, and delivery of targeted campaigns. Creo’s influencer marketing approach regards influencers as a media channel, leveraging data partnerships with top platforms to power performance prediction and influencer matching tools[1][3].

While each individual agency within OMG retains its operational autonomy, they can tap into shared tools, data resources, and strategic platforms, allowing for coordinated efforts across various marketing disciplines. This not only boosts their ability to craft integrated and engaging consumer experiences but also highlights their specialized expertise[1][5].

The Power of AaaP in New Business Operations

The AaaP model's impact on OMG's new business operations is significant:

  1. Streamlined, Scalable Services: By presenting a cohesive and comprehensive service proposition, OMG positions itself as a powerful, sophisticated force in areas such as influencer marketing. This simplified onboarding process and demonstration of scale enhances pitching and client retention[3][4].
  2. Access to cutting-edge Tech and Data: New business teams can wield advanced tools like Google's Creator Briefing Tool, Creo's Influencer Agent, and Omni's Creator Performance Predictor, enabling precise targeting, content planning, and performance forecasting. These capabilities make OMG more appealing when pitching to clients demanding data-driven marketing solutions[3].
  3. Global Consistency with Local Customization: OMG offers clients a consistent, globally recognized approach, enhanced with local market nuances through existing agency structures. This unique combination appeals to multinational clients seeking scale and relevance in equal measure[3].
  4. Enhanced Collaboration and Efficiency: The AaaP model encourages greater collaboration and efficiency by reducing duplication and speeding up the time-to-market for integrated campaigns. This collaborative infrastructure enables OMG to create more imaginative, comprehensive proposals that outshine what siloed agencies could deliver[1][5].

In essence, Omnicom Media Group’s agency-as-a-platform model breathes new life into its agencies, transforming them into interconnected hubs harnessing shared data, technology, and capabilities. This approach fortifies new business operations by enabling agile, data-driven marketing solutions that resonate globally while adapting to local markets. The consolidation under platforms like Creo demonstrates how OMG uses this model to boost its service offerings and secure a competitive edge in new business development[1][3][5].

  1. In the realm of finance and business, the agency-as-a-platform (AaaP) model by Omnicom Media Group (OMG) presents a unique blend of technology and marketing services, such as influencer marketing, media buying, and data analytics, making it an appealing proposition for clients seeking data-driven marketing solutions.
  2. The AaaP model allows individual OMG agencies to share tools, data resources, and strategic platforms, resulting in more efficient and integrated consumer experiences that leverage advanced technology like the Omni system, Google's Creator Briefing Tool, Creo’s Influencer Agent, and Omni’s Creator Performance Predictor, giving OMG a competitive edge in the business market.

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