OMD tops the ranking for new business in MENA.
Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. 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 $670 million; 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, with more than 3x more new billings coming into the agency ($3.75 billion) than left ($1.2 billion) in 2022.
OMG was also the top net gains performer in APAC, North America, and the UK.
Equally important as its incremental wins, OMG’s 2022 retention rate across the entirety of its client base was an industry-leading 98%.
“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 drew 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,” said 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 also led in the EMEA and MENA rankings, with $370 million and $55 million respectively.
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 George Manas, CEO of OMD Worldwide.
“Our expertise in handling data, tech, and everything that digital transformation entails, on top of our traditional services and legacy in communication planning, creativity, and effectiveness, is our growth engine. As clients see the impact of these new services in real time and in business terms, demand for them is rising fast, accelerating our own transformation. Across the region, new territories are added to our remits, and new expectations [are] included in our briefs. The more clients challenge us, the more we challenge the status quo with solutions that help us make better decisions faster,” explained Saleh Ghazal, CEO of OMD MENA.
The release of the 2022 Media Agency New Business Barometer wraps up a year of announcements, including a multi-year agreement with Affinity Solutions to integrate retailer purchase transactions into Omni – Omnicom's marketing orchestration platform; 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.
At the 2022 Cannes Lions International Festival of Creativity, OMG also announced 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 e-retail.