In Part 1 of my in-person sit-down with Omnicom Media Group’s Global CEO Flo Adamski, we discussed the group's and its agencies' recent successes and accolades over the past year, which included retention of the $2.6b Volkswagen Group global account through 2024. The discussion then turned to the economy and what that means for marketers and agencies. In Part 2 (above), we get insight into the purpose and structure of OMG Transact -- the new dedicated retail transformation practice which encompasses consultancy, retail media and data partnership as well as e-commerce innovation services to provide a holistic and complete approach to the future of shopping.
The role of the media agency has grown significantly beyond the realm of optimizing for base CPM efficiency. The recommendations and partnerships that a media agency makes not only help marketers sell product, but are now, both directly and indirectly, at times impacted by and a potential influence on social and geo-political change. Adamski and I discuss the level of responsibility and the process that a media agency bears in this highly charged area.
Finally, we turn to the future and what the role of the media agency becomes as first party data and programmatic capabilities continue to grow on-site at marketers.
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