Holding firm businesses sprawl, rife with redundancies and complexity that go away shoppers with questions. Whereas a few of its rivals execute mergers to deal with that problem, Omnicom Media Group (OMG) has discovered its personal resolution: the agency-as-a-platform (AaaP) mannequin.
Merely put, the group needs the market to view it as a platform—a multifaceted and versatile group outfitted to deal with shoppers’ most advanced points utilizing a mixture of expertise and instruments obtainable throughout all its businesses.
This summer time, OMG formalized its AaaP mannequin by restructuring its new enterprise operations below OMG. Now, when the group receives a brand new enterprise pitch, community and particular person company leaders strategy the pitch strategically, deciding which company or OMG toolset is most probably to realize the consumer’s targets and win the enterprise.
Adweek sat down with OMG Worldwide CEO Florian Adamski, OMD USA CEO Chrissie Hanson, PHD USA CEO Mike Solomon and Hearts & Science U.S. CEO Chris Stanger to debate how company leaders collaborate below the AaaP construction, and the way the community’s Omni expertise makes teamwork simpler.
This interview has been evenly edited for size and readability.
On the AaaP technique
From a advertising and marketing perspective, how do you convey what makes every company distinctive relative to its sister businesses?
Adamski: The media businesses all have knowledge analytics capabilities, however they’re distinct. We begin speaking about what defines OMD, PHD and Hearts. Then, in the course of the course of, shoppers really decide based mostly on who they wish to see, who they wish to meet and, finally, which kind of resolution they wish to go together with.
We’ve had shoppers that swap lanes [and select a different lead agency] in the course of the pitching course of. I believe it’s essential to maintain that fluidity in thoughts, which this mannequin permits.
Hanson: It comes all the way down to orchestrating as a management staff and guaranteeing that OMG is supportive. It’s essential to make clear the consumer’s want, like what initiatives are pressing or not so pressing. When individuals are good communicators, you discover you don’t have many points in any respect.
Might leveling up new enterprise to the group stage create any bottlenecks?
