Employees urged to acquire Omni Certification, as stated by Omnicom Media Group.
Omnicom Media Group, a global media holding company, is spearheading a significant move by making Omni certification a key performance indicator (KPI) for nearly all its employees. This decision positions OMG as the first media company of its kind to require such tech certification across its workforce, emphasizing the growing importance of technology in media agency work.
Although other large agencies also utilize various technology stacks, few of these platforms can be effectively scaled across holding companies due to the learning curve associated with new tech systems. This learning challenge impedes the widespread use of these platforms and makes it difficult for agencies to capitalize on the investments their holding groups make in technology.
To respond to these obstacles and reap the benefits of significant tech investments, companies are turning to employee certification programs. While specific media groups similar to Omnicom in mandating tech certification may not be widely documented, a shared industry-wide trend is emerging, particularly among major holding companies and digital-first agencies.
For instance, WPP has been investing in the upskilling of its workforce, focusing on digital, data, and AI technologies, albeit not always through formal certification mandates. Instead, they often rely on in-house training programs and partnerships with tech firms. Similarly, Publicis Groupe has initiated programs like "Marcel" and various digital transformation learning initiatives that incorporate tech certification as part of broader skills development.
Other groups, such as IPG Mediabrands and Havas, have incorporated tech training and certification into their talent development strategies, particularly for roles in programmatic, analytics, and digital media buying. Independent digital agencies, especially those specializing in digital media, programmatic, and analytics, also emphasize tech certifications for new hires and ongoing professional development, though not all of them follow the formal, company-wide certification requirements seen at the scale of Omnicom.
In today's rapid digital transformation, the importance of tech certification and upskilling employees is paramount for media agencies. With new technologies like AI, data analytics, cloud computing, and automation continually shaping the media landscape, agencies must ensure their workforce remains competitive and knowledgeable to deliver successful, technology-driven campaigns. Additionally, certification can bolster client trust, enhance operational efficiency, and aid in the attraction and retention of top talent.
In essence, while Omnicom Media Group is a pacesetter in requiring tech certification, other media heavyweights and digital agencies are adopting similar approaches to maintain their expertise, client trust, operational effectiveness, and talent competitiveness in the ever-evolving media landscape.
Finance and technology have become crucial components in business and media, as evidenced by the growing embrace of technology certifications in the industry. To stay competitive and leverage technology investments effectively, many media agencies, including Omnicom Media Group, are implementing certification programs for their employees, improving operational efficiency, client trust, and talent attraction and retention.
