Careers at Omnicom
Omnicom’s mission is to deliver big creative, competitive ideas based on actionable customer insights.
In 1919 Bruce Barton, Roy Durstine, and Alex Osborn founded an advertising agency in New York City, BDO (a combination of the first letters of their last names). Years later the firm moved to a building that housed another agency, the George Batten Company. Realizing they could be stronger together, they merged to form BBDO in 1928. The firm went public in 1974 to diffuse operating costs.
In 1924 Maurice Needham founded an ad agency in Illinois, called The Maurice H. Needham Company. After some partners joined it was renamed Needham, Louis & Brorby in 1929; in 1964 its name was changed again to Needham, Harper & Steers. In 1972 the firm went public, but became private again four years later. In 1984 it became Needham Harper Worldwide.
In 1949 Ned Doyle and William Bernbach, former employees of Grey Advertising, partnered with Maxwell Dane, who owned a small ad firm. Together they launched advertising agency Doyle Dane Bernbach in New York. The company became renowned for hirning the most creative people it could find regardless of background. However, in its first year it lost $113 million in net earnings.
The mid-1980s saw many hostile public company takeovers in the ad agency world. Out of concern, Keith Reinhard, head of Needham Harper, met with BBDO president Allen Rosenshine and Doyle Dane Bernbach executives to discuss a possible merger. In 1986 they combined to form Omnicom Group, which would be a holding company and later became the world’s largest ad agency group.
Business model of Omnicom
Omnicom has a mass market business model, with no significant differentiation between customer groups. The company targets its offerings at companies of all industries and sizes.
Omnicom offers two primary value propositions: accessibility and brand/status.
The company creates accessibility by providing a wide variety of options. It operates in four main disciplines: advertising, customer relationship management (CRM), public relations, and specialty communication. It provides over 30 different services within these disciplines:
2. Brand consultancy
3. Content marketing
4. Corporate social responsibility consulting
5. Crisis communications
6. Custom publishing
7. Data analytics
8. Database management
9. Direct marketing
10. Entertainment marketing
11. Environmental design
12. Experiential marketing
13. Field marketing
14. Financial/corporate business-to-business advertising
15. Graphic arts/digital imaging
16. Healthcare communications
17. In-store design
18. Interactive marketing
|19. Investor relations
20. Marketing research
21. Media planning and buying
22. Mobile marketing
23. Multi-cultural marketing
24. Non-profit marketing
25. Organizational communications
26. Package design
27. Product placement
28. Promotional marketing
29. Public affairs
30. Public relations
31. Reputation consulting
32. Retail marketing
33. Search engine marketing
34. Social media marketing
35. Sports and event marketing
The company has established a powerful brand due to its success. It is the world’s leading corporate media services conglomerate, with a global network of over 1,500 agencies, including 200 brands in its Diversified Agency Services division. It serves more than 5,000 clients in over 100 countries in North America, Latin America, Europe/Middle East/Africa, and the Asia-Pacific. Lastly, it has won many honors, including the following:
- 11 gold, 13 silver, and 15 bronze prizes at the 2016 IPA Effectiveness Awards
- Over 300 wins in 21 categories at the 2016 Cannes Lions International Festival of Creativity
- Recognition as one of the Most Innovative Companies of 2016 by Forbes
- Ranking as #1 in the advertising and marketing industry group of the Fortune 500
Omnicom’s main channel is its business development team. The company promotes its offerings through its website, social media pages, and participation in conferences.
Omnicom’s customer relationship is primarily of a dedicated personal assistance nature. The company’s employees work closely with clients in order to implement their marketing and media strategies. In many situations, several of its agencies serve different functional groups at the same client. As an example, in 2015 its biggest client was assisted by over 250 of its agencies.
Omnicom’s business model entails designing, developing, and delivering its services for customers.
Omnicom’s key partners are the third-party suppliers that provide it with the services it needs to manage its operations for its clients. It also works with media providers and production companies.
Omnicom’s main resources are its human resources, namely its 70,000 specialists worldwide, who include designers, artists, writers, marketers, and other creative professionals.
Omnicom’s has a value-driven structure, aiming to provide a premium proposition through significant personal service and frequent service enhancements. Its biggest cost driver is salary and service costs. Other major drivers are in the areas of office and general expenses.
Omnicom has one revenue stream: revenues it generates from fees charged for its services based on a rate per hour or equivalent basis.
info: Bruce Crawford earned an AS degree at De Anza College and studied Finance at San Jose State University. He previously served as President and Chief Executive Officer of Omnicom and held various senior roles at BBDO, including President and Chief Executive Officer.
info: John D. Wren earned a B.A. in Economics and History at Boston College and an M.A. in International Relations at University of London. He previously served as the Chairman and CEO of the Diversified Agency Services division of Omnicom.
info: Philip J. Angelastro previously held several leadership roles at Omnicom, including SVP of Finance, Principal Accounting Officer, Controller, and Vice President of Finance of Diversified Agency Services. He also served as a Partner at Coopers & Lybrand.
info: Michael J. O’Brien earned a B.A. in Economics at Trinity College and an MBA at Stanford University. He previously served as Portfolio Manager of Advantage Advisers Multi - Sector Fund I and as a Managing Partner at King & Spalding LLP.
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