Mumbai: Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC) and parent company to the OMD, PHD and Hearts & Science global media agency networks is ranked #1 for 2022 incremental billings growth among global media management groups.
As reported in the 2022 Media Agency New Business Barometer – an analysis of the global media agency marketplace published by independent research company COMvergence – OMG agencies added more than $2.5 billion in incremental client billings last year.
Leading with an offer that connects media, content and commerce, OMG’s net new billings added outpaced the second-ranked group by close to $670m; exceeded the combined totals of the second and third ranked groups by more than $100 million; and bested the fourth ranked group by a factor of ten-plus. OMG also had the best global win-to-loss ratio, more than 3x more new billings coming into the agency ($3.75b) than left ($1.2b) in 2022.
OMG was also the top net gains performer in APAC as well as in the markets of Australia and China.
Equally important as its incremental wins – and perhaps even more impressive – OMG’s 2022 retention rate across the entirety of its client base was an industry-leading 98 per cent.
“In a marketplace where complexity is a bigger pain point than ever before, clients are looking for the optimal mix of deep specialization and deep integration,” said OMG CEO Florian Adamski.
Summing up OMG’s performance in 2022, Adamski draws a direct line to a comprehensive analysis of global media agency groups from research and advisory firm Forrester, in which OMG received the highest possible scores in the critical future-defining development areas of retail media, commerce media, intelligence and insights, optimization, operations automation and innovation.
“OMG has built – and continues to build – the capabilities, partnerships, technology and talent force that empower our agencies to deliver transformative consumer experiences on behalf of our clients, driving sales today and share tomorrow,” says Adamski.
OMD and PHD Top the Agency Network Rankings
Accordingly, OMG’s best-in-class ranking consolidates powerful performances by its OMD and PHD agency networks in 2022. Leveraging their parent company’s assets – including Omni, Omnicom’s marketing orchestration platform – OMD and PHD topped the global agency network net new business rankings at #1 and #2.
OMD was also the top ranked agency for total new business won in 2022, which reflects business that went into review and was successfully defended.
“Our results in 2022 prove that we are a trusted partner to brands in pivotal moments of transformation enabled by truly differentiated capabilities in digital, data and tech to navigate new paths to growth,” said OMD Worldwide CEO George Manas
PHD Worldwide CEO Philippa Brown added, “As advances in data and tech continue to change how people consume media, our future-focused offer to marketers – combining our signature strength in comms planning with the OMG innovation engine – will continue to drive growth for our clients and our network.”
OMG APAC CEO Tony Harradine said, “In tandem with our global ranking, OMG APAC, as well as our key markets in Australia and China, have also ranked number one for incremental billings growth, a result that underscores our commitment in placing our clients at the centre of everything we do. By bolstering the uniqueness of our brands and fortifying our capabilities as a network, we were able to focus on collaboration and product excellence, tenets which helped us deliver growth and stand out in a crowded agency landscape.”
The release of 2022 Media Agency New Business Barometer wraps-up a year of headlines that illustrated OMG’s industry leadership and future-forward offer to clients, including a multi-year agreement with Affinity Solutions to integrate retailer purchase transactions into Omni – the marketing orchestration platform that delivers better outcomes for clients across all Omnicom agencies; an enterprise-wide partnership with Firework, the world’s largest livestream commerce and shoppable video platform, to deliver livestream shopping solutions directly to Omnicom clients’ websites; the industry’s first programmatic marketplace for point-of-purchase screens; and the Supply Chain IQ Score, which gives media planners day-to-day visibility into SKU inventory data at the physical store, digital shelf, and inventory-in-transit levels, enabling media investment to be shifted away from low inventory products in real time.
OMG dominated the news cycle at the 2022 Cannes Lions International Festival of Creativity, announcing a series of first-mover strategic partnerships with retail media networks including Walmart Connect (cross-screen planning with Omni ID), Instacart (joint clean room development), and Kroger Precision Marketing (supply chain optimization for media targeting); and the global expansion of its TRKKN analytics and cloud consultancy that offers Google Marketing and Cloud Stack support. Also at the festival, OMD was named Media Network of the Year – the same honor that PHD had earned in 2021.
The end of the year saw the scaling of Omnicom’s Transact connected commerce consultancy as a global resource that will help brands gain first-mover advantage from its retail media network partnerships, and grow their market share in eRetail.
