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As sections of the ad industry pivot away from so-called “proxy metrics”, many are leaning into two different kinds of marketing measurement – actual ad outcomes, and attention tracking. For upper-funnel brand goals, that second one is important. In this video interview with Beet.TV, Chrissie Hanson, Global Chief Strategy Officer, OMD, tells The Project-X Institute […]

This week’s guest on the #BeetCast podcast is John Osborn, CEO of OMD, the Omnicom media agency responsible for many major brands including Apple, McDonald’s, State Farm and others. John joined OMD in 2017 from the global creative agency BBDO where he was CEO. In this conversation, he speaks about managing brand’s media investments during […]

LONDON – Although the common view is that, during the first year of the COVID-19 pandemic, all kinds of TV platform saw increased viewing, Vicky Fox has a different story. On top of a general reduction in linear TV viewing, the chief planning officer at OMD UK says casual TV viewers are drifting away, too. […]

TORONTO – If you had told Richard and Maurice McDonald, the founders of McDonald’s in the 1940s, that, one day, they would get to use fine-grain customer data to electronically target fans of particular meals in the palm of their hands, they might have looked at you crazy. But, in 2021, that is exactly what […]

CANNES — At this point in the evolution of media, many major-brand advertisers are looking far beyond local news as a marketing channel. To many, news itself has become a problematic channel, whilst the increased scale offered by national or global distribution has proved more attractive. But some of that could be about to change, […]

CANNES—Brands talking about how they have aligned with cause or purpose marketing were hard to ignore at this year’s Cannes Lions International Festival of Creativity. But there’s a difference between the two, and marketers should be prepared to commit a few years to purpose, according to OMD Global Chief Strategy Officer Chrissie Hanson. “Brand purpose […]

CANNES  — In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. Omnicom Group media agency OMD understands that risk. Its global CEO Florian Adamski raised eyebrows around his company […]

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

CANNES – Innovative video ad formats like Fox’s JAZ pods and NBC’s Prime Pods are a welcome change in the drive to improve viewing experiences, but to OMD’s John Osborn it’s all about experiences. “It think for us, we need to shift the conversation from formats to experiences. And I think that represents a really […]

The 2018 television Upfront “is a marketplace with more moving parts than ever,” says media agency veteran Chris Geraci. Still, the age-old dynamics between supply and demand for linear TV advertising inventory endure. Overall, this year’s Upfront is “not all that different from a marketplace that’s reflective of a relatively healthy economic backdrop,” Geraci, who […]

CANNES – Having recently made the move from the agency world to big-time consulting, Nikki Mendonca is directing Accenture’s worldwide efforts to help marketers gain more control over programmatic execution and counsel them on data-driven marketing. “With programmatic, we’re starting with a lot of client interest in terms of them wanting to in house and […]

Even as digital and traditional media compete for advertising dollars, some traditions remain resilient. A good example is the ongoing Upfront negotiating season, which began in the last quarter of 2017, during which media buyers make long-term spending commitments. “Time has proven that making the long-term bet is a good idea for both sides in […]

What started at Advertising Week last year—a movement called Creative Spirit that helps people with intellectual or developmental disabilities enter the advertising and marketing workforce—moves to the main stage at this year’s Cannes International Festival of Creativity. As Creative Spirit’s Co-Founder and President, OMD CMO Laurel Rossi sees the move to Cannes as a sign […]

While the role of media agencies in telling advertiser’ stories continues to evolve, storytelling alone is not enough to move the needle. OMD uses both homemade and acquired technology and platform partners “to actually build stories, not just tell stories,” says Chief Digital & Innovation Officer Doug Rozen. “The creative agencies are fantastic at telling […]

It took streaming video options and ad-free platforms to tip the scale, but the advertising industry has finally caught on to the importance of the viewer experience. “The big picture is that programmers are thinking today more about the user experience than they ever have before,” says OMD’s Ben Winkler, who will join a host […]

In the weeks leading up to this year’s Digital Content NewFronts, we interviewed a number of industry leaders about what matters most: They cited quality storytelling, data and insights, authentic integration, accountability and brand safety. This video is a highlight compilation our several of our conversations. The first three are a related trio of concerns. Quality […]

The season in which digital media publishers pitch their upcoming content roster to advertisers is in full-swing – but what do advertisers’ agencies hope to get out of this year’s Digital Content NewFronts? One agency exec says he is hoping to find a worthy rival to Google and Facebook, and proof that old-line publishers can […]

CANNES — Artificial intelligence has been around for a long time – well, in theory. But one leading ad agency thinker says the technology has reach the point where executives simply must decide what their execution strategy looks like. So OMD’s Jean-Paul Edwards commissioned a Europe-wide research study to understand how companies in different countries […]

CANNES – OMD’s Chief Investment Officer welcomes a warming of the discourse between traditional TV content providers and their digital counterparts. Not only does it reflect reality, embracing both is the only way for advertisers to meet their business objectives, says Ben Winkler. In this interview with Beet.TV, Winkler mentions a conversation he had onstage […]

CANNES — Over the last year, a noticeable apology for ad-tech has grown louder in the advertising community, as ad execs – once sold on hyper-targeting super-powers – cast their eyes back toward the basic tenets of creative ad craft. To Doug Rozen, that means “making stories matter”. It’s one of the mantras of OMD, […]