As thousands of agency folk grab their passports, sunblock and antacids to head to Cannes next week for the annual Lions fest, Omnicom has quietly hammered out its strategy and message it take to the Croisette. That message is, it’s time to capture the myriad opportunities for live — be it live-streaming, sponsorship of live sports, live shopping, etc.
Digiday has learned of a number of partnerships Omnicom and its various units (Omnicom Media Group, influencer arm Creo, commerce arm Flywheel and its Omni platform) will be announcing next week with major platforms and retail media networks, all with an eye toward better understanding, harnessing and exploiting live opportunities for clients. Several Omnicom executives who spoke with Digiday talked of “the power of live content, conversation and commerce to drive brand growth.”
It’s all based on research Omnicom Media Group conducted that shows live can deliver more for clients thanks to evolving consumer habits and likes. Joanna O’Connell, Omnicom Media Group North America’s chief intelligence officer, spearheaded the research after OMG’s chief product officer Megan Pagliuca ID’ed the topic as one on which to focus. Nearly 1,500 U.S. consumers matched against U.S. Census data were surveyed the last week of April to generate the Rethinking Live study.
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