Originally posted on Campaign UK.

Campaign Global Agency of the Year Awards 2023: winners revealed.

Omnicom Media Group had five reasons to celebrate at the Campaign Global Agency of the Year Awards, which were announced at a live ceremony for the first time.

MG OMD (UK) took home a trio of gongs, including Media Agency of the Year and Agency Leader (Media) for CEO Natalie Bell, while OMD Europe won Best Network (Europe) and OMD Worldwide scooped the coveted Global Media Network of the Year.

Originally posted on Campaign UK.

Global Network of the Year (Media) 2023: OMD Worldwide.

With key clients like Apple, Burberry, Disney, McDonald’s and Pepsico, the agency grew billings by 8% year-on-year in 2023, including $1.64bn in new billings won.

Part of its strategy has been the adoption of its Agency as a Platform (AaaP) system. AaaP is a client-centric service solution designed to deliver better business outcomes for clients, drive growth for agencies, and create new opportunities for talent.

Powered by Omni, Omnicom’s open marketing orchestration system, AaaP enables OMD to leverage tools, technology, and talent from across Omnicom Media Group and the entire Omnicom Network, seamlessly integrating media, content, and commerce to deliver relevant and compelling consumer experiences that drive sales and grow share.

The approach has worked for clients such as Sony Pictures, where declining audience interest in “The Insidious” horror franchise was the challenge. OMD UK’s campaign, featuring fan reactions on TikTok, kicked the movie off with $33m opening weekend and wrapped up at $189m making it one of the top 30 grossing films of 2023. It also has taken the lead for the biggest box office in the Insidious franchise.

Judges were impressed with “how the agency is using its position of leadership to push the industry forward”.

Originally posted on Campaign UK.

The Gold winner in this category for Campaign’s Global Agency of the Year Awards is OMD Europe.

In 2023, OMD Europe strengthened its position in Europe by winning 99 new clients including Under Armour, Tchibo, and Vans, and retaining 31 pieces of existing business across the region, including Beiersdorf and Lidl. OMD Europe also ranked in the top position for digital billings across the region according to COMvergence.

Powering its success was OMD’s proprietary planning tools, Omni (OmniCom’s marketing orchestration platform) and OMD Design, which helped 7,600 OMD-ers in Europe produce best-in-class media campaigns for regional clients, including McDonald’s, PepsiCo, and Burberry.

Working closely with parent company, Omnicom Media Group, OMD Europe leveraged the power of Omni Assist, a tool that integrates AI into planning, and evolved its Media Decision Engine (MDE). MDE is a data-driven planning platform that combines clients’ first-party data with media reach, cost, and ROI data, which has now been developed to integrate C02 data and environmental considerations for the first time, helping teams build sustainable media plans without compromising media efficiency.

To maintain momentum, OMD also invested heavily in its people, developing new training programmes to help them succeed. It worked to champion diversity and inclusion across the region, hiring or promoting 11 new female leaders, and creating a disability and neurodiversity committee. The result was over 71% of OMDers saying they “love working here and the culture.”

Judges praised OMD Europe for its “use of tech and AI to consolidate data points, generate look-a-likes and enable collaborations and insights into campaign planning for global brands and campaigns across multiple markets.”

Originally posted on Campaign UK.