Omnicom Media Group
Omnicom Media Group MENA (OMG) is the holding company of media specialist networks OMD, PHD and M2M, as well as Integral, a regional research consultancy. Following the creation of OMD through the consolidation of Omnicom agencies’ media operations in 1996, the agency was incorporated in the Middle East in 2002. That year, it became Ad Age’s Global Media Agency of the Year. By 2005, it had become the region’s largest investor in media and has received 88 awards since 2008. It was named Adweek Global Media Agency of the Year for three years in 2008, 2009 and 2011 and received the inaugural Campaign Middle East Media Agency of the Year in 2011.During that period, OMD invested and developed its digital media operation to such an extent that it became a fully-fledged division. OMD Digital grew quickly after its official launch in 2006 and has since remained, not only at the forefront of the industry, but also been the largest and most significant digital media team. PHD, another OMG global media and communications network, launched Dubai operation in 2005, adding offices in Abu Dhabi and Riyadh in 2010. PHD’s digital experts have been integrated within its teams ever since it started.Together with the group’s research consultancy Integral, OMG’s digital experts have spearheaded the development of research on digital media habits in the region with the first continuous tracker of online audiences (C.Web) and an optimization system (Optinet) to make digital advertising planning more scientific. C.Web is a continuous web study designed to track the Internet behavior and psyche of online consumers in the region, across ages, gender and demographics. It also explores how consumers combine digital and offline media, delivering valuable and comprehensive insights. Optinet is an insights and Internet planning optimisation system that is utilised to maximise the value of client digital investments. The system provides the interface to C.Web survey data that is directly fed into it.Today, OMG in MENA provides a comprehensive digital service offering; covering Digital Display, Digital OOH, Social Media, Mobile Development & Marketing, In-game Advertising/Advergaming, Search Engine Marketing (including Search Engine Optimization & Pay-per-Click), and Digital Data Analytics and Reporting services. OMG MENA has region’s largest and most awarded Social Media consultants and in 2011 launched the first dedicated Mobile Marketing unit.By working with the region’s leading digital advertisers, many of which were industry first-movers, OMG agencies can claim many regional firsts. In 2002, OMG developed the region’s first Internet campaign and adserving system, as well as launching the region’s first rich media campaign. In 2003, OMG created the region’s most popular ad format named Space Banner, followed a year later by opening the first digital media training academy. 2006 and 2007 saw the creation of the region’s first branded entertainment unit, Fuse and a thought-starter unit, OMD Ignition for even more creative use of the medium.Showing a steady and healthy growth in digital performance, OMG is in a unique position to integrate its digital services with its more traditional service offering, while maintaining thought leadership and expertise in this field, removing the traditional silos that separate digital from other communications formats and creating synergies. With a ‘digital’ footprint across the MENA region, local teams also rely on the Dubai hub for the most technical expertise where and when required.