In a Pitch Cycle That Saw 50% Churn Rate, OMG
Is #1 for Retention, Holding on to 85% of Its Billings in
Play
OMG agencies PHD and OMD Leverage Agency as
a Platform Model to Dominate Global Media Network
Ranking
NEW
YORK, Dec. 3, 2024 /PRNewswire/ -- Omnicom Media
Group (OMG), the media services division of Omnicom (NYSE: OMC) and
parent company to the OMD, PHD and Hearts & Science global
media agency networks, had the best total new business record (wins
minus losses, including retentions) among global media management
groups during the first three quarters of 2024.
As reported in the recently published Global Media Agency New
Business Barometer Q1-Q3 2024 - an analysis of the global
media agency marketplace from independent research
company COMvergence - OMG was awarded $7.37 billion in client billings – including
$4.4 million in retained
business - during the first nine months of the year,
outperforming its nearest competitor by more than 40 percent.
Remarkably, OMG also earned the highest retention rate,
successfully defending 85% of its billings in review while
concurrently expanding its client roster.
The COMvergence results affirm the findings of a recent
analysis from leading research and advisory firm Forrester in
which OMG was named a "Leader". Earning the
highest score among the 12 global media management groups evaluated
in The Forrester Wave™: Media Management Services, Q4
2024, OMG received 5/5 scores in eight categories,
including Innovation, Martech and Adtech Implementation and
Media Responsibility. As reported in the evaluation, Omnicom
clients noted the agency's transparent business practices,
trustworthy relationships, and strength of Omni - the open
operating system that supports all Omnicom agencies -
technology for media and business intelligence.
The Omni advantage was evident in OMG's win/loss share as the
group leveraged its Omni-powered Agency as a Platform model that
enables a flexible ecosystem of talent, capabilities, and
technology across all OMG agencies to win 28% of the $29.5 billion in business awarded during Q1-Q3 –
the highest share among all groups - while its share of
losses was only 5%, compared to double-digit shares posted by some
of its competitors.
"The only thing that matches the privilege of adding new clients
to our roster is having our long-term clients choose to renew their
relationships with Omnicom Media Group," said OMG CEO Florian
Adamski. "Earning both the best total new business record and
the best retention rate during a period when an historic amount of
business was in play, and half of that business changed hands, is a
testament to the trust we've earned - whether over the months
of a review or the years of a relationship - from the world's
leading marketers. Leveraging our Agency as a Platform model, we
will live up to that trust by delivering customized solutions that
integrate the vast collection of specialized talent, capabilities,
and processes required to drive business growth in today's complex
marketplace."
Beyond topping the global ranking, OMG was also #1 in
North America, EMEA and LATAM, and
in the top two largest advertising markets – the US and
China; as well is in Argentina, Colombia, France, Germany, Hong
Kong, Ireland, Mexico, Netherlands, New
Zealand, Peru, Portugal, Singapore, Slovakia, Spain, Switzerland, and Turkey.
PHD and OMD Dominate the Agency Network Rankings
OMG's
best-in-class total new business ranking for Q1-Q3 was fueled by
powerful performances from its agency networks, with all its agency
brands ranked in the top 10 – and PHD and OMD claiming the #1 and
#3 spots, respectively.
PHD topped the global agency rankings with $3.63b in total new business by
successfully defending the $2.2b
Volkswagen Group business as well as Sainsbury's ,
HP and the majority of its Unilever business – making PHD the
most successful network for retaining it client relationships
coming out of this Q1-Q3 pitch cycle. Incremental wins
included Priceline and David
Yurman , and an expanded relationship with QSR giant
Restaurant Brand's International - for which it supports Burger
King, Popeye's, and Tim Horton –
with the addition of the Firehouse Subs franchise.
"Our performance reflects the evolution of PHD's offer
over the past year, as we have realigned our talent, our approach
and our use of technology to enable an agency network that is
engineered for connected intelligence," says PHD CEO Guy Marks. "As a result, clients both current
and new are increasingly seeing PHD - enabled by the depth and
breadth of OMG and Omnicom capabilities – as not just a media
agency, but as a partner than can truly orchestrate consumer
experiences, connecting media, commerce and content to deliver
solutions that help them outthink, outpace and outgrow the
marketplace."
Joining PHD at the top of the global ranking with wins that
included Gap Inc. and Michelin, OMD was also the #1 agency network
in North America for net new
business (wins minus losses, excluding retentions), with sister
agency Hearts & Science making the top five on the NA net new
ranking with wins that included Tapestry, HanesBrands Inc., Lovesac
and Goldman Sachs.
Winning on All Fronts in the First Nine Months
In
addition to outperforming the market in new business, OMG also lead
the industry on multiple fronts during the first six months of the
year, starting at CES where the group announced first-to-market
partnerships with Google, TikTok, Amazon and
Meta designed to bridge the gap between creators and commerce,
driving better ROI across influencer channels.
During the Cannes Festival of Creativity, OMG announced
partnerships with Amazon, The Trade Desk, TikTok and
Instacart designed to directly connect upper funnel media
investments to sales. OMG was also the most honored media group at
the festival, earning the highest combined total of Lions and short
list placements; and OMD was named Media Network of the Year, with
PHD coming in a close second.
Also, when the annual Effie Index ranking the world's most
effective agencies, marketers, brands, networks, and holding
companies was published in June, OMG earned the highest score among
global media groups.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of
Omnicom Group Inc. (NYSE: OMC), delivers transformational
experiences for consumers, clients, and talent. Powered by
the Omni marketing orchestration system, OMG connects best
-in-class capabilities that enable our full-service
media agencies OMD, PHD and Hearts & Science to deliver
more relevant and actionable consumer experiences; more productive
and proactive client experiences; and more collaborative
and rewarding talent experiences for the more than 27,000
people serving the world's leading brands in OMG agencies around
the globe.
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