Babar Khan Javed
Jul 13, 2018

Omnicom launches marketing and insights platform

Omnicom Group has launched a marketing and insights platform, aiming to make mass personalization a reality.

Omnicom launches marketing and insights platform

Omnicom Media Group (OMG) has launched a marketing and insights platform called Omni.

With similar functionalities to other platforms like Adobe Marketing Cloud, Salesforce Marketing Cloud and Oracle Marketing Cloud, Omni brings creative, media and CRM functions together on one dashboard to create personalized experiences for target segments.

Omni was developed and hosted by Annalect, OMG's data and marketing sciences group, and is designed to integrate with marketing cloud providers, thereby allowing clients to get the most from their first-party data and martech investments.

“Until now, the idea of mass personalization was more of an aspiration than a reality," said Jonathan Nelson, CEO of Omnicom Digital. "Omni changes that. This is precision marketing at scale and in action. And the new platform can be leveraged by all Omnicom clients across multiple disciplines.”

The broad roll-out of Omni comes after several months of implementing the platform to select creative, media and CRM business engagements. Deployment of Omni will continue across Omnicom’s leading agencies in the coming months.

From a capabilities standpoint, Omni shares similarities with UniDesk, the programmatic and e-commerce platform co-created by Alibaba Group and Publicis Groupe. Both are linked to a database of connected consumers, with Omni relying on LiveRamp, Experian and Neustar, among others, while UniDesk relies on Taobao Ad Network and Exchange (TANX), the data management platform (DMP) of Alibaba.

The ownership of marketing technology platforms is part of a larger industry trend around data ownership and simplifying data integrations, enabling agencies to lock in advertisers to their internal DMPs. IPG Mediabrands undertook a similar investment by acquiring Acxiom Marketing Solutions last week.

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

João Braga joins Publicis Groupe Hong Kong as ...

Braga relocates to Hong Kong after serving for three years as the national chief creative officer at Wunderman Thompson Australia across three offices.

1 hour ago

How marketing helped Chinese apps and games to ...

Campaign explores the factors that have propelled Chinese apps and games—such as Black Myth: Wukong, Temu, Shein, and TikTok—to international success, and the insights marketers can leverage from their success stories.

2 hours ago

Jaguar defends rebrand amid ‘vile hatred’ online

Jaguar could be facing its own Bud Light moment. However, Jaguar's boss has defended the “bold” rebranding, saying the message had been lost in “a blaze of intolerance” online.

2 hours ago

Creative Minds: Nutthida Patthanhatirat thrives on ...

This art director’s journey spans from Photoshop struggles to creative triumphs, fuelled by her love of dogs, a taste for luxe, and an unstoppable knack for turning challenges into bold projects.