Performance Media & AdTech Consultancies · Agency & Consultancy
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 cluster / sector
- Performance Media & AdTech Consultancies
- 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 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:
OMD recently faced a notable portfolio realignment following the loss of PepsiCo's global media account to Publicis after a two-decade partnership, alongside defending its position in the ongoing Huk-Coburg media account pitch. Despite these client shifts, the network continues to drive high-profile campaigns, managing media planning and buying for Canva's stop-motion digital rollout and McDonald's UK Xbox menu collaboration. Furthermore, OMD reinforced its industry standing by winning Agency Network of the Year and securing three Grand Prix trophies at the 2026 M&M Global Awards.
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.
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Competitors & alternatives
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Global media agency for planning, buying, analytics and commerce.
Independent media agency for strategy, buying and creative production.
German full-funnel agency group for strategy, media and performance.
Global communications group for media, creative and consultancy services.
German media agency providing planning, buying, commerce and ad operations.
Side-by-side comparisons
Featured market maps
Comprehensive market landscape of media agencies in Germany (2026), mapping the global agency holding groups (WPP, Omnicom Media Group, Publicis Groupe, Dentsu, Havas) alongside leading owner-managed independent agencies (Serviceplan/Mediaplus, pilot, Crossmedia, PIA Media, JOM Group, TRG).
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
DKB launches performance-driven retirement savings campaign
Campaign · Recorded impact score: 1/5
Deutsche Kreditbank (DKB) launched a new conversion- and performance-driven campaign for its retirement savings account (Altersvorsorgedepot) on October 30, 2026, following a pitch won by agency Antoni in October. The campaign, titled 'Altersvorsorge. Aber auf einfach.', humorously contrasts complex banking jargon with DKB's simple approach. It includes a TV spot, social clips, and OOH motifs. Media planning by OMD covers TV, Addressable TV, online video (YouTube, Disney+), social media (Facebook, Instagram, TikTok), and DOOH. The campaign supports DKB's 'DKB 2030' strategy to simplify banking and retirement products. A second flight is planned for January 2027, when the product becomes available to all Germans, replacing the Riester pension. DKB also works with strategy consultancy Diffferent on brand positioning, while a separate brand campaign is handled by HeimatTBWA.
- DKB launched the Altersvorsorgedepot campaign on October 30, 2026, with Antoni as creative agency.
- Media plan by OMD includes TV, Addressable TV, online video, social media, DOOH, and display.
Merci's Emotional TV Spot Revives Sentimental Advertising
Marketing Campaign · Recorded impact score: 1/5
Storck's Merci brand is launching a new 50-second TV commercial that leverages deep emotional storytelling to stand out in the advertising landscape. The spot features various tear-jerking scenarios, such as a father meeting his estranged son, a mother seeing her daughter in a wedding dress, and friends comforting each other. The campaign is built around the brand's iconic jingle 'Merci, dass es Dich gibt' as a key sonic asset. The agency Pahnke Hamburg produced the film with production company Pullover Films, director Aleksander Bach, and music producers KruegerWilckens and Blut. The media agency OMD will distribute versions of 50, 30, and 23 seconds across TV, online video, connected TV, and cinema in Germany and internationally in Austria, Poland, Czech Republic, and Slovakia.
- Storck's Merci brand launches a new 50-second emotional TV spot.
- The campaign was developed by agency Pahnke Hamburg.
OMD Wins Triple Grand Prix at 2026 M&M Awards
Awards · Recorded impact score: 2/5
OMD, a global media agency network, has won all three Grand Prix at the 2026 M&M Global Awards. OMD Worldwide was named Agency Network of the Year, OMD Peru was named Agency of the Year, and its 'SOS POS' campaign for Banco de Crédito del Perú (BCP) won Campaign of the Year. The 'SOS POS' campaign, which turned POS terminals into emergency banking tools to help Peruvians protect their accounts from phone theft, also won five category trophies and one Highly Commended honor. In total, OMD teams received 10 category trophies and four Highly Commended honors across markets including Peru, New Zealand, the UK, Germany, Lebanon, and Greece. Other winning campaigns were for clients Channel 4, McDonald's, MSD, ICRC, and BIC, showcasing the network's strength in financial services, healthcare, entertainment, and technology.
- OMD won all three Grand Prix at the 2026 M&M Global Awards.
- OMD Worldwide was named Agency Network of the Year, OMD Peru Agency of the Year.
Telstra's Steve Buscemi Villain Returns in Security Sequel
Creative Campaign · Recorded impact score: 1/5
Telstra, the Australian telecommunications provider, has launched a new installment of its security campaign featuring Steve Buscemi as an evil intergalactic emperor. The ads, created by agency Bear Meets Eagle On Fire and directed by Randy Krallman of Smuggler, dramatize how Telstra's upgraded security thwarts the villain's 'scam-pocalypse' attempts. The campaign includes a 90-second hero film and two 30-second spots running across TV, digital, social, cinema, and Telstra stores. Telstra highlights that Australians lost over US$1.4 billion to scams last year, and the company blocks millions of scam calls and texts monthly. The humorous approach, as reported by Ad Age, aims to reassure customers of proactive protection while continuing Buscemi's role from previous ads.
- Telstra launched a new ad campaign featuring Steve Buscemi as an evil intergalactic emperor.
- The campaign includes a 90-second hero film and two 30-second spots.
McCann's 'Love Flex' Campaign Redefines Relationship Status for Young Men
Advertising Campaign · Recorded impact score: 1/5
McCann New Zealand's 'Love Flex' campaign for the New Zealand Ministry of Social Development's Love Better initiative reimagines relationship improvement as a status symbol for young men. The film features two young men engaged in a humorous, competitive banter, boasting about their emotional intelligence and relationship skills, countering toxic manosphere narratives. The campaign targets young men across cinema, social platforms (including TVNZ+, Disney+, TikTok, YouTube, and Twitch), and uses humor to make relationship growth culturally relevant. The creative team, led by Group Creative Director Alan Jones and Angelo An, developed 38 pages of alternative lines, eventually narrowing to a three-page script. The campaign launched on September 11, 2026, and has resonated globally. Research and tracking with Verian will assess behavioral impact.
- McCann New Zealand launched 'Love Flex' for the New Zealand Ministry of Social Development's Love Better initiative.
- The campaign targets young men across cinema, TVNZ+, Sky Sport Now, Neon, Disney+, ESPN, ThreeNow, Facebook, Instagram, YouTube, TikTok, and Twitch.
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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.
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