OMD
Global media agency for planning, buying and campaign strategy.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- OMD Worldwide
- Entity type
- COMPANY
- Headquarters
- 195 Broadway, New York, NY 10007, United States
- Company size
- >5,000
- Market role
- Agency & Consultancy
- Official website
- omd.com
What OMD does
OMD operates an agency-led business model centred on managed media services. It advises advertiser clients on where and how to invest media budgets, executes media buying across channels, measures outcomes, and layers in consulting around creativity, cultural relevance, and commercial impact. Its proprietary tools appear to support service delivery and workflow efficiency rather than define a pure-play software business. As part of a larger holding-company structure, the model relies on scale, client retention, cross-functional service bundles, and margin earned from planning, buying, optimisation, and specialist campaign services.
Category differentiation
OMD is a media agency network within Omnicom, not a standalone DSP, SSP, or pure-play software vendor. It should also not be confused with medical or scientific acronyms that share the same initials.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
OMD is a global media agency brand within Omnicom Media Group, focused on media planning, media buying, campaign strategy, and related consulting services for advertiser clients. Its offering combines managed-service media execution with strategic disciplines such as creative media solutions, culturally informed planning, and business-oriented media consulting. It also operates a proprietary influencer workflow platform that supports campaign management across brands, agencies, and creators. The company makes money primarily from agency retainers, project fees, and compensation linked to media spend and campaign execution. Its customers are brand marketers, media leaders, and commercial decision-makers at large advertisers that need cross-channel planning, buying, optimisation, and measurement. OMD creates value through agency expertise, access to Omnicom's scale and data capabilities, and integrated service delivery across traditional and digital media channels.
Company news briefing
Briefing updated:
Following Omnicom’s IPG integration, OMD faces a major transition after losing PepsiCo’s global media account to Publicis, ending a two-decade partnership. To offset this, the agency continues to deliver key campaigns, including Canva’s latest digital rollout and McDonald’s UK’s Xbox partnership, whilst maintaining its hybrid strategic model for Georgia-Pacific. Strategically, OMD remains focused on navigating a defensive pitch for Huk-Coburg’s overarching media account, whilst leveraging Omnicom’s broader transition towards agentic marketing and unified workflows via the Omni platform.
Business model & monetisation
OMD monetises through a mix of client retainers, project-based service fees, and compensation associated with media planning, buying, and campaign execution. It also earns revenue from consulting engagements tied to media effectiveness, growth, and commercial strategy, and may capture performance-linked value where outcomes such as return on ad spend or business growth are contractually relevant. Proprietary workflow and influencer tools enhance the offer, but the available evidence indicates these are mainly bundled into broader agency relationships rather than monetised as standalone software subscriptions.
- Media planning and buying services
- Service fees, retainers, and media-linked compensation
- Strategic consulting and advisory work
- Project fees and retainer-based consulting
- Influencer campaign management
- Managed service fees with possible platform-supported delivery
- Platform or workflow tooling bundled into client engagements
- Bundled SaaS-enabled service value
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Featured market maps
- Media Agencies Landscape (Germany)
A structural overview of Media Agencies operating in Germany, grouped by their global Holding Groups and independent status.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Screen On Demand names UK country manager
Company expansion / Hiring · Recorded impact score: 2/5
Screen On Demand (SoD) is launching a dedicated UK operation based in London and has appointed Dan Ward as Country Manager UK to lead the local team and grow the British business. The Munich-founded adtech provider offers cross-device high-impact advertising and combines data management, creative services and media distribution on its platform, with campaign delivery across mobile, web, DOOH and Connected TV. SoD says it has run campaigns for international clients in the UK for years and will now scale the market with a local subsidiary. The company — founded in 2017 and employing about 60 people (roughly 50 in Germany) — already operates offices in Vienna, Paris and Stockholm in addition to German locations.
- Screen On Demand (SoD) appoints Dan Ward as Country Manager UK to build its UK operation from London.
- SoD will establish a local UK team and a UK legal presence to grow business beyond existing campaign work in the market.
Georgia‑Pacific Builds In‑House Programmatic Team
Programmatic Media Buying · Recorded impact score: 3/5
Georgia‑Pacific spent nearly four years building an in‑house programmatic media operation to gain transparency and control over digital spend. Javier Bustillos, who runs national media and marketing analytics for Georgia‑Pacific brands, led a phased rollout that began with a single brand and channel as a test. The company consolidated programmatic spend with a small group of partners (using Yahoo as its primary DSP and supplementing with Google DV360, The Trade Desk and Amazon), requires log‑level data and contracts regular media audits. OMD remains media agency of record for holistic strategy and TV, while the in‑house team focuses on programmatic buying, search, social, MMM, A/B testing and sales‑lift analysis. CTV buying remains a work in progress, so a hybrid in‑house/agency model persists.
- Georgia‑Pacific built an in‑house programmatic media operation over nearly four years.
- Javier Bustillos runs national media and marketing analytics for Georgia‑Pacific brands.
Explore company relationships
Questions about OMD
What is OMD?
OMD is a global media agency network within Omnicom Media Group that provides media planning, buying, strategy, and related marketing services for brands.
Who uses OMD?
OMD is used by brand marketers, media leaders, and commercial teams at businesses that need agency support for campaign planning, media execution, and influencer activity.
How does OMD make money?
OMD makes money through retainers, project fees, and media-related compensation for planning, buying, optimisation, consulting, and specialist managed services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
Continue your research on OMD
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.