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Omnicom Unveils Updated Omni Platform At CES
(MENAFN- PRovoke)
LAS VEGAS - Omnicom today used CES to unveil a major update to Omni, the company's internal marketing and data platform, positioning it as a shared operating system for the newly combined Omnicom–Interpublic organization.
The announcement comes just weeks after Omnicom completed its acquisition of Interpublic, and the company is explicitly tying the next generation of Omni to that integration effort. The platform now incorporates assets from across both legacy Omnicom and IPG, including Acxiom, Flywheel Commerce Cloud and IPG's Interact platform.
Omnicom describes Omni as a single system designed to connect audience insight, creative development, media, commerce and performance measurement - bringing together data, technology and teams that have historically operated in separate environments.
Duncan Painter, CEO of Omni, said the platform is intended to simplify increasingly complex marketing operations while keeping human judgment at the center.“Omni connects the full breadth of modern marketing - audience insight, creativity, media and commerce - into a single platform,” Painter said.“But it's built to support strategists, creatives and analysts, not replace their judgment or imagination.”
At the core of the platform is Acxiom RealID, Omnicom's identity framework, which the company says spans more than 2.6 billion verified global profiles. That identity layer is being combined with commerce data from Flywheel and media and cultural signals across platforms, giving agencies a more unified view of audiences across paid, owned and earned channels.
John Wren, Omnicom's chairman and CEO, said the platform is designed to break down long-standing barriers between disciplines.“Our capabilities do their best work when they operate on a unified platform that brings teams and systems together,” Wren said.“By connecting everything from audience insight to sales activation, Omni gives brands a clearer path to growth.”
The announcement comes just weeks after Omnicom completed its acquisition of Interpublic, and the company is explicitly tying the next generation of Omni to that integration effort. The platform now incorporates assets from across both legacy Omnicom and IPG, including Acxiom, Flywheel Commerce Cloud and IPG's Interact platform.
Omnicom describes Omni as a single system designed to connect audience insight, creative development, media, commerce and performance measurement - bringing together data, technology and teams that have historically operated in separate environments.
Duncan Painter, CEO of Omni, said the platform is intended to simplify increasingly complex marketing operations while keeping human judgment at the center.“Omni connects the full breadth of modern marketing - audience insight, creativity, media and commerce - into a single platform,” Painter said.“But it's built to support strategists, creatives and analysts, not replace their judgment or imagination.”
At the core of the platform is Acxiom RealID, Omnicom's identity framework, which the company says spans more than 2.6 billion verified global profiles. That identity layer is being combined with commerce data from Flywheel and media and cultural signals across platforms, giving agencies a more unified view of audiences across paid, owned and earned channels.
John Wren, Omnicom's chairman and CEO, said the platform is designed to break down long-standing barriers between disciplines.“Our capabilities do their best work when they operate on a unified platform that brings teams and systems together,” Wren said.“By connecting everything from audience insight to sales activation, Omni gives brands a clearer path to growth.”
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