As expected, Omnicom unveiled the latest version of its Omni marketing platform at the Consumer Electronics Show today. It’s the first version to include assets of Interpublic Group, which Omnicom acquired in late November after working to complete the deal over nearly a year’s time. 

As CEO John Wren noted during an earnings call a few months ago, a key part of the updated version integrates IPG’s cloud-based Acxiom identity solution called Real ID (providing 2.6 billion verified global identities, according to the company) and a robust layer of agentic and generative artificial intelligence.  

The company’s Flywheel Commerce Cloud was integrated into the Omni platform beginning in 2024, shortly after Omnicom acquired it. 

Commenting on the new Omni, Wren stated, “by connecting every element of marketing and sales—from audience insight to sales activation—Omni empowers brands to deliver measurable growth with greater impact.”