• by Steve McClellan  @mp_mcclellan, July 12, 2018

Omnicom Group is unveiling today a new people-based precision marketing and insight platform that it has dubbed “Omni.”

It’s the latest effort by a holding company to drive personalized consumer experiences at scale, and follows the recent acquisition of Acxiom by Interpublic, also designed to boost precision marketing capabilities.

Dentsu made a similar move with its acquisition of Merkle and subsequent rollout of its M1 platform, which has personalized data on hundreds of millions of consumers nationwide.

The Omnicom platform is designed to target individuals across creative, media, CRM and other practice areas, according to the company. At its core is personalized data combined from a number of sources including Neustar, LiveRamp and Experian. Behavioral data is linked to a media inventory graph, the combination of which is activated through a work flow and content engine that enables Omnicom agency teams to deliver personalized messaging at scale.   

The new Omni platform was developed in house by analytics and data-driven network Annalect and the Omnicom Precision Marketing Group. That in-house approach, the company asserts, is designed to ensure flexibility in a constantly evolving data technology ecosystem. The platform is also designed to integrate with marketing cloud providers.

“When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media,” said Daryl Simm, CEO, Omnicom Media Group. “With Omni, we’re extending everything we’ve learned to transform the entire marketing process.” The new platform, he added, “connects our talent around a single view of the consumer and inspires them to create the best integrated ideas that drive success for our clients.”

The broad rollout of Omni comes after several months of implementing the platform on select creative, media and CRM business engagements.  Deployment will continue across Omnicom’s leading agencies in the coming months.