OMD
ADWEEK|February 25, 2019

The agency clawed it's way back to the top by making ‘better decisions, faster’.

Patrick Coffee
OMD

PlayStation. Walgreens. Lowe’s. Carlsberg. Coach. Sony. Groupe PSA.

From 2016 through late 2017, several of OMD’s most valuable accounts fell like dominos as the industry-wide string of big-budget reviews continued apace. The Omnicom Media Group hub remains, by most estimates, the world’s largest media network—but after a decade-long run atop the heap, it ranked dead last among 18 agencies on consultancy COM vergence’s 2017 new business report.

“If I have the numbers right, we lost about $1.8 billion in business in 2017,” says Florian Adamski, the former Omnicom Media Group Germany chief who ascended to the global CEO role at OMD after a devastating six months with an estimated new-business value of negative $800 million.

How did Adweek’s Media Agency of the Year for 2009, 2010, 2012, 2014 and 2015 fall so far?

“It took a moment for us to really understand that we were calcifying around a previously successful approach,” Omnicom Media Group CEO Daryl Simm says, “as opposed to transforming into a new era for the agency.” In other words, OMD was firmly stuck in the past. “What we really needed was the reestablishment of a North Star,” says Simm, “a future-facing ambition to rally the talent and, most importantly, the clients around.”

Adamski and his team quickly went to work. They created a new positioning called “Better Decisions, Faster” and translated that approach into a series of escalating new-business wins while defending most of their largest legacy accounts. By the end of 2018, the agency had clawed its way up from the very bottom of the COMvergence rankings into a virtual tie for first place.

That remarkable turnaround earns OMD the distinction of Adweek’s Global Media Agency of the Year for 2019.

RADICAL CHANGE

Bu hikaye ADWEEK dergisinin February 25, 2019 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye ADWEEK dergisinin February 25, 2019 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

ADWEEK DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 dak  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 dak  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 dak  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 dak  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 dak  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ dak  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 dak  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 dak  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 dak  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 dak  |
December 4, 2017