Singapore – Omnicom has launched the next generation of ‘Omni’, a marketing intelligence platform that integrates the company’s creative, media, data, and AI capabilities.
The platform brings together Omnicom’s Connected Capabilities and the resources of its recently acquired Interpublic assets, including Acxiom, Flywheel Commerce Cloud, and Interact, into a single operating system designed to support strategy, execution, and performance across marketing operations.
Built from the combined data, technology, and talent of Omnicom and Interpublic, Omni incorporates an expanded agentic AI framework and aims to allow data, intelligence, and teams to operate in a unified workflow.
The platform offers a comprehensive identity and data infrastructure, which includes 2.6 billion verified IDs and trillions of signals, as well as global media and commerce buying capabilities valued at $73.5 billion annually. It also provides an end-to-end creative and content production system, alongside autonomous agent systems to coordinate intelligence across creativity, media, commerce, and measurement.
“Omni connects the full breadth of modern marketing—audience insight, creativity, media, and commerce—into a single, open, and adaptive platform with the clearest view of consumer identity across the entire marketing ecosystem,” said Duncan Painter, CEO, Omni.
“But its power comes to life through our people. Omni is built to support strategists, creatives, analysts, investment managers, media and commerce traders, and client leaders in doing their best work, not to replace their judgment or imagination,” Duncan added.
The platform is intended to help marketers navigate the increasing complexity of the digital ecosystem, providing a shared view of consumers and performance across channels. Its data foundation draws on Acxiom RealID™, real-time commerce signals, and cross-platform identity intelligence.
“Omnicom’s competitive advantage comes from our unmatched Connected Capabilities, and Omni takes them to an entirely new level,” said John Wren, chairman and CEO, Omnicom.
John added, “Our Capabilities will do their best work when they operate on a unified, intelligent platform that breaks down silos, unites teams and systems, and enables them to achieve unprecedented precision and speed. By connecting every element of marketing and sales—from audience insight to sales activation—Omni empowers brands to deliver measurable growth with greater impact.”
According to Omnicom, Omni provides five core advantages:
- Data and Identity – combining Acxiom RealID™ with digital transaction data from Flywheel Commerce Cloud and advanced ID-less solutions to offer a global view of consumer behaviour.
- Creativity Amplified – AI tools assist creative teams while maintaining human oversight, aiming to increase production speed and efficiency without compromising originality.
- Connected Workflow – integrating insights, creative development, media planning, commerce activation, investment optimisation, and measurement into a single workflow.
- Intelligence to Support Decisions – AI highlights insights and opportunities while allowing teams to remain in control of strategic choices.
- Flexible Integration – designed to work alongside existing marketing technology systems and adapt to regional or sector-specific requirements.
Furthermore, Omnicom describes Omni as a platform built for marketing and sales professionals rather than automated systems, aiming to reduce operational complexity, align strategy with execution, and deliver actionable outcomes at scale.
