According to 2022 Media Agency New Business Barometer, an analysis of the global media agency marketplace published by independent research company COMvergence, OMG agencies added more than $2.5 bn in incremental client billings last year.
Leading with an offer that connects media, content and commerce, OMG’s net new billings added outpaced the second-ranked group by close to $670m; exceeded the combined totals of the second and third ranked groups by more than $100 million; and bested the fourth ranked group by a factor of ten-plus. OMG also had the best global win-to-loss ratio, more than 3x more new billings coming into the agency ($3.75b) than left ($1.2b) in 2022.
“In a marketplace where complexity is a bigger pain point than ever before, clients are looking for the optimal mix of deep specialization and deep integration,” said, OMG, CEO, Florian Adamski.
Summing up OMG’s performance in 2022, Adamski draws a direct line to a comprehensive analysis of global media agency groups from research and advisory firm Forrester, in which OMG received the highest possible scores in the critical future-defining development areas of retail media, commerce media, intelligence and insights, optimization, operations automation and innovation.
“OMG has built – and continues to build – the capabilities, partnerships, technology and talent force that empower our agencies to deliver transformative consumer experiences on behalf of our clients, driving sales today and share tomorrow,” says Adamski.
OMD was also the top ranked agency for total new business won in 2022, which reflects business that went into review and was successfully defended.
“Our results in 2022 prove that we are a trusted partner to brands in pivotal moments of transformation,” says George Manas, CEO of OMD Worldwide. “Enabled by truly differentiated capabilities in digital, data and tech to navigate new paths to growth,” he added.
Tony Harradine, CEO, OMG APAC, said, “In tandem with our global ranking, OMG APAC, as well as our key markets in Australia and China, have also ranked number one for incremental billings growth, a result that underscores our commitment in placing our clients at the centre of everything we do. By bolstering the uniqueness of our brands and fortifying our capabilities as a network, we were able to focus on collaboration and product excellence, tenets which helped us deliver growth and stand out in a crowded agency landscape.”