Ad Company Omnicom Opts Out of Digital Spotlight | Agency News – Advertising Age

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All roads lead to digital, but when it comes to the Big Four agency holding companies, one of them — Omnicom Group — is taking the road less traveled.
French holding company Publicis Groupe has spent billions swallowing up massive digital agencies DigitasRazorfish and most recently Rosetta; WPP has been rolling up a series of smaller acquisitions to create Possible Worldwide, its first global digital-only network; and Interpublic Group of Cos. has been working to export older acquisitions R/GA and Huge around the world. But U.S.-based Omnicom, the No. 2 holding company with $12.5 billion in global revenue, has been quiet when it comes to its digital strategy.
Its philosophy has been to inject digital competence into its core agency brands, DDBBBDO and TBWA, and grow capabilities within its highly profitable Diversified Agency Services (DAS) division, which handles below-the-line work. But by integrating — or as detractors might say, burying — digital capabilities within its larger, more well-known brands, is it building the agency of the future, one in which digital isn’t a silo but inherent in everything? Or is it devaluing the complexity of the technology needed to market in 2015 and beyond?

Source: Why No. 2 Ad Company Omnicom Opts Out of Digital Spotlight | Agency News – Advertising Age

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