• by Wayne Friedman , July 3, 2008

Looking to more deeply examine what drives women in the marketplace, the Omnicom Group has started up an in-house consultancy called G23.

Core data for the group will initially come from an ambitious worldwide study using the theme of "women's tribes" to study female behaviors and beliefs in 16 countries. The research comes from Pacific Ethnography and Harris Interactive, which examine women's purchasing trends.

Janet Riccio, executive vice president of Omnicom Group, will lead the group, which will also be composed of a dozen or so female executives from different Omnicom companies.

In a release, Riccio said G23 members will work independently of their operating companies on behalf of all clients. They include: Emma Gilding, president of in:site, a cultural anthropology think-tank; Tracy Lovatt, executive vice president, behavioral planning director at BBDO; Sharon Love, CEO of consumer marketing and communications firm TPN; Marian Salzman, chief marketing officer at PR firm Porter Novelli; and Kate Stephenson, president of global account management, OMD.

In addition: Andrea Sullivan, executive director of client services for leading brand consultancy Interbrand; Dianne Wilkins, a former golf pro and CEO of interactive agency Critical Mass; Julie Winskie, president and chief client officer of Porter Novelli; Jan Thompson, executive vice president of DAS, BBDO Detroit; Helen Hibbott, managing director, U.S., Rapp Collins, New York; Julie Bauer, president, The BauerWorks; and Shelly Paxton, global group director of strategy for OMD.

The G23 efforts will be complementary to the holding company's various marketing and communications activities.