{"id":291,"date":"2019-09-25T16:41:51","date_gmt":"2019-09-25T16:41:51","guid":{"rendered":"https:\/\/stage.omg.com\/uk\/omni-offers-the-most-creative-integration-of-agency-platforms-to-date-according-to-forrester\/"},"modified":"2019-09-25T16:41:51","modified_gmt":"2019-09-25T16:41:51","slug":"omni-offers-the-most-creative-integration-of-agency-platforms-to-date-according-to-forrester","status":"publish","type":"post","link":"https:\/\/omnicommedia.com\/uk\/omni-offers-the-most-creative-integration-of-agency-platforms-to-date-according-to-forrester\/","title":{"rendered":"Omni Offers the Most Creative Integration of Agency Platforms to Date, According to Forrester"},"content":{"rendered":"

This article was originally published by MediaPost<\/a>.<\/p>\n

In the last five years, the big holding companies have invested more than $12 billion to acquire and build out their big data management arsenals, according to a just-released report from Forrester Research.<\/p>\n

But the big payoff won\u2019t come until the holding companies fully integrate those assets into their creative agencies, Forrester asserts. Only then will the agencies be in a position to significantly move the needle for clients and, as a result, remain relevant themselves.<\/p>\n

\u201cIt\u2019s time to bring the creative and the machines together, giving CMOs the data-driven execution they desire and agencies the new capabilities they need to maintain relevance,\u201d states the report, entitled \u201cThe Agency Data Platforms That Will Power Creativity At Scale.\u201d<\/p>\n

The report commends the holding companies for building their data assets. Those assets help brands target audiences with scalable campaigns, bolster CRM capabilities and strike a balance between performance and privacy.<\/p>\n

But by and large the data platforms to date \u201cmiss the creative mark\u201d per the report. \u201cDespite potent media activation capabilities like identifying, segmenting and engaging audiences in paid channels, agency data platforms have yet to connect to agencies\u2019 creative development process,\u201d the report asserts. And that\u2019s frustrating for client CMOs, it adds.<\/p>\n

The report details but doesn\u2019t grade holding company data management efforts to date. But to its main point\u2014creative integration\u2014it does call out Omnicom\u2019s Omni platform as offering \u201cthe most creative integration of agency platforms to date.\u201d And it\u2019s the only platform among the holding companies assessed that the report designates as \u201cimplementing\u201d creative integration. Other platforms are said to be \u201cforming\u201d or \u201cdeveloping\u201d their creative integration strategies.<\/strong><\/p>\n

And it will behoove all the holding companies to develop and implement such strategies as soon as possible for one important reason: \u201cThe next wave of sustainable growth will come when the creative workforce amplifies agencies\u2019 and clients\u2019 tech investments with a powerful creative\/machine partnership.\u201d<\/p>\n

The report advises clients to work with their agencies to create pilot tests. And it urges CMOs to invite their IT and data science colleagues to their next agency review, \u201cinstead of falling for the slick slideware of the pitch.\u201d<\/p>\n

https:\/\/omnicommediagroup.com\/wp-content\/uploads\/2019\/09\/Data-Post.jpg<\/p>\n","protected":false},"excerpt":{"rendered":"

This article was originally published by MediaPost. In the last five years, the big holding companies have invested more than $12 billion to acquire and build out their big data management arsenals, according to a just-released report from Forrester Research. But the big payoff won\u2019t come until the holding companies fully integrate those assets into […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[16,15,17],"tags":[],"post_folder":[],"class_list":["post-291","post","type-post","status-publish","format-standard","hentry","category-global-newsnews","category-news","category-united-kingdom"],"acf":[],"_links":{"self":[{"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/posts\/291","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/comments?post=291"}],"version-history":[{"count":0,"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/posts\/291\/revisions"}],"wp:attachment":[{"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/media?parent=291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/categories?post=291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/tags?post=291"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/omnicommedia.com\/uk\/wp-json\/wp\/v2\/post_folder?post=291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}