Mumbai: Omnicom Media Group (OMG), the media services arm of Omnicom and parent to global media agency networks OMD, PHD, and Hearts & Science, is set to close 2024 as the top-performing global media group in both growth rate and billings volume.
According to the recently released COMvergence Global & Regional Billings & Market Shares Projected 2024, OMG is projected to achieve 10.5% growth, adding $4.2 billion to its 2023 billings of $40.6 billion. This surge brings OMG’s projected total billings to $44.8 billion, solidifying its leadership in the global media industry. The report also highlights OMG’s dominance in digital billings, underscoring its ability to adapt to a digitally-driven marketplace.
The report marks a trifecta of accolades for OMG in recent weeks. In November, OMG was named a “Leader” in The Forrester Wave for Global Media Management Groups, earning the highest score among 12 assessed groups and recognition for its transparent business practices, trustworthy relationships, and the Omni operating system. Earlier in December, OMG topped the COMvergence Global Media Agency New Business Barometer Q1-Q3 2024, with $7.37 billion in total new business wins, a retention rate of 85%, and major account wins including Amazon, Unilever, and HP.
OMG CEO Florian Adamski highlighted the group’s customer-centric approach, “There are four key characteristics for assessing true costumer obsession in a media agency group: the type of clients the business retains in a fast-paced marketplace, new clients deciding to put their trust into the business in a highly competitive environment, the way it conducts business on behalf of its clients and how it advances the business to contribute to broader industry progress. In 2024, OMG worked hard on each one of these proof points, leveraging our Agency as a Platform model to deliver customized solutions that drive business growth for our clients, our agencies, and our people in a complex marketplace.”
OMG’s flagship agency, OMD, is set to finish 2024 as the world’s largest media agency with projected billings of $25.9 billion, reflecting 7.9% growth. OMD also leads in billings across North America and EMEA and achieved growth in every region.
OMD Worldwide CEO George Manas attributed this success to the agency’s evolving role:
“These results showcase OMD’s transformation from a service provider to a collaborative marketing partner, co-creating next-gen solutions with clients to drive immediate growth and long-term competitive advantage.”
OMD’s standout year includes being ranked the highest media agency brand on the Effie Index, winning Media Network of the Year at Cannes, and securing accounts like Michelin, Turkish Airlines, and AliExpress.
OMG’s other agencies, PHD and Hearts & Science, also posted strong performances, achieving growth across multiple regions.
With just weeks left in 2024, OMG continues its dominance in new business wins, maintaining a $1.5 billion lead over its closest competitor among the Big Six global media groups, per COMvergence data.
As the year closes, OMG’s stellar performance underscores its ability to lead in a competitive and ever-evolving media landscape.
