Omnicom combines global experiential units to tackle rise in live branded activations

To address rising spend in live experiential activations, Omnicom launches a global experiential group. / Omnicom Group

Omnicom has launched a connected collection of Omnicom experiential agencies including Auditoire, DoIt!, GMR Marketing, Luxury Makers, and TRO.

The new offering, called Omnicom Experiential Group, consists of 1,600 employees in 29 offices across 16 countries and five global hubs in Milwaukee, London, Paris, Sao Paulo and Shanghai.

Collectively, over 65,000 activations on average have been created per year, and receive over 1bn physical and digital engagements.

Leading the charge for this new group: Cameron Parsons, chief executive of GMR Marketing; Cyril Giorgini, chief executive of Auditoire, and Michael Wyrley-Birch, chief executive of TRO Group.

Parsons said: “Omnicom Experiential Group provides us an opportunity to combine the strengths of our individual agencies to create an unmatched global offering for today’s leading brands. We know that marketing is changing at the speed of culture. Now, more than ever, creating a truly meaningful connection and building consumer trust through experiences gives us the power to change how people think, feel and behave.”

Auditoire’s Giorgini added: “We all know that more and more people seek experiences over material objects. Omnicom Experiential Group gives us a global toolbox of capabilities and talent to bring brand experiences to life anywhere, anytime. For global brands with a need to deliver global strategies with local insight, there is no better solution.”

Wryley-Birch also commented: “In the current environment where fast-changing technology and customer requirements are driving change, speed is a key competitive edge for our clients. As a borderless agency, we can develop global strategies and creative that are relevant and implemented by our local experts at the speed that keeps our clients ahead of the competition."

In a statement, the group said it was formed to fill a significant gap in the experiential market, and will further allow the holding company to support needs of global brands. A recent IPA Bellwether report seemed to corroborate this mindset, as marketers increased spend on experiential by 5.5%, second only to digital.

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