OMD

OMD: Overview

OMD (Optimum Media Direction) is a global media communications agency and subsidiary of Omnicom Media Group, recognized as one of the world's most awarded and best-performing media agency networks. Founded in 1996, OMD has evolved into a full-service media powerhouse that combines strategic planning, creative innovation, and commercial excellence to transform businesses across multiple dimensions.

The agency's core mission centers on creating what's next with media solutions that drive transformation creatively, culturally, and commercially. OMD's approach integrates three distinct pillars: Creative Media Solutions that ask "what hasn't been done and how can we do it" to ensure messages feel natural and needed; Cultural Relevance that connects with people at the right time and place by understanding their values and daily experiences; and Commercial Advantage that drives growth, profitability, and market leadership through better operations and stronger client relationships.

OMD has consistently topped global media agency rankings based on annual billings and has been named RECMA's best-performing global media network. The agency operates as part of Omnicom Media Group, giving it access to proprietary technology platforms, diverse media owner marketplaces, and a vast network of creators and partners. With a multilingual team spanning five continents and reporting $4.8 billion in annual revenue, OMD serves prestigious global brands across consumer goods, technology, automotive, retail, and entertainment sectors.

The agency has earned recognition at major industry awards including the M&M Global Awards (where Omnicom Media Group led with 17 trophies in 2025) and the Festival of Media Awards, demonstrating consistent excellence in campaign creativity and effectiveness across markets.

What Services Does OMD Provide?

OMD offers comprehensive media and marketing services designed to deliver measurable business outcomes:

Media Strategy & Planning

• Communications strategy and planning
• Cross-channel media strategy
• Audience research and targeting
• Media forecasting and budget optimization
• Brand positioning and messaging

Media Buying & Activation

• Offline media buying (TV, radio, print, out-of-home)
• Digital media buying and programmatic advertising
• Private marketplace access for diverse media owners
• Negotiation and vendor management
• Campaign trafficking and optimization

Digital & Performance Marketing

• Search marketing (paid search, SEO)
• Display and video advertising
• E-commerce and retail media
• Performance optimization and attribution
• Data-driven audience activation

Social Media & Influencer Marketing

• Paid social media planning and activation
• Organic social strategy
• Influencer program development
• Diverse creators network access
• Social listening and community management

Creative Media Solutions

• Platform-specific creative development
• Branded content and entertainment marketing
• Sponsorships and partnerships
• Culturally relevant storytelling
• Creative media innovation

Analytics, Data & Technology

• Brand and media analytics
• Campaign measurement and reporting
• Marketing attribution modeling
• Omni platform integration (Omnicom's marketing operating system)
• AI-powered insights and optimization

Content & Brand Development

• Content creation and production
• Brand research and strategy
• Customer relationship management (CRM)
• Brand advertising and launch support
• Cross-platform content adaptation

What Social Platforms Does OMD Help With?

OMD takes a multi-platform approach to social media, recognizing that modern audiences consume content across multiple touchpoints. The agency leverages Omnicom Media Group's diverse creators network to develop authentic influencer partnerships and activations that resonate culturally across different platforms and markets.

What Industries Does OMD Serve?

OMD works with clients across a broad spectrum of industries, with particular strength in:

Consumer Goods & Retail

• Food and beverage
• Consumer packaged goods (CPG)
• Quick-service restaurants (QSR)
• Retail and e-commerce

Technology & Electronics

• Consumer electronics
• Home appliances
• Tech platforms and services

Automotive

• Vehicle manufacturers
• Automotive services

Financial Services

• Banking and financial institutions
• Fintech platforms

Telecommunications

• Mobile and internet service providers
• Technology communications

Travel & Hospitality

• Airlines and travel services
• Hospitality brands

The agency has demonstrated award-winning work across multiple continents for diverse clients including local and regional brands in New Zealand (2degrees), Middle East (Al Joumhouria), and Latin America (Mibanco), showcasing their ability to deliver culturally relevant solutions across vastly different markets.

What Brands Has OMD Helped?

Consumer Brands

• McDonald's
• Philips

Telecommunications

• 2degrees (New Zealand)

Financial Services

• Al Joumhouria (Dubai)
• Mibanco (Peru)

Notable Campaign Highlights:

• Philips – Amazon Ads Optimization: OMD achieved an 8% increase in ROAS and 5% decrease in CPC for Philips through strategic budget management and dayparting optimization using Skai's tools, keeping campaigns active during high-conversion hours and transforming revenue growth.
• McDonald's – Award-Winning Creative: OMD has delivered multiple award-winning campaigns for McDonald's across markets, including "McRib Mistakes" (OMD UK), "Maccie" (OMD Netherlands), and "Deal with the Trash" (OMD Sweden), demonstrating consistent creative excellence for this global QSR brand.

Key Differentiators

• Triple Transformation Focus: Unique approach that delivers creative, cultural, and commercial business transformation through media solutions
• Global Scale with Local Expertise: Over 140 offices in 120+ markets with deep local cultural understanding and global coordination capabilities
• Omnicom Technology Access: Integration with Omni platform and proprietary AI tools for advanced planning, buying, and measurement
• Industry-Leading Performance: Consistently ranked as the #1 global media agency by billings and named best-performing network by RECMA
• Creative Media Innovation: Dedicated focus on asking "what hasn't been done" to ensure campaigns break through with cultural relevance
• Diverse Creator Network: Access to inclusive influencer and creator partnerships through Omnicom Media Group's diverse media owner marketplaces
• Award Recognition: Top-performing agency at major industry awards including M&M Global Awards and Festival of Media Awards

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