Weeks after completing its absorption of Interpublic Group (IPG), Omnicom today unveiled the "next generation of Omni" at the Consumer Electronics Show (CES) in Las Vegas, positioning the platform as a unified marketing operating system designed to power strategy, execution, and measurable business growth across the combined network.
The platform integrates data, identity, creativity, media, commerce intelligence and AI into a single marketing architecture designed to reduce fragmentation and increase speed-to-impact for brands operating in a platform-dominated marketplace.
“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,” said Duncan Painter, CEO, Omni. “But its power comes to life through our people. It is built to support strategists, creatives, analysts and investment leaders — not replace their judgment.”
The enhanced Omni has been built by combining the data stacks, technology assets and specialist talent of Omnicom and Interpublic Group (IPG), notably Acxiom, Flywheel Commerce Cloud, Interact and Omni’s expanded agentic AI framework, the ad major noted.
Together, these assets create what Omnicom claims is the industry’s "most comprehensive identity and data infrastructure", spanning "2.6 billion verified global IDs" and trillions of behavioral, commerce, cultural and media signals. This sits atop more than $73.5 billion in annual buying power — giving the platform both data depth and execution scale.
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The move immediately places Omnicom in more direct competition with Publicis Groupe’s Epsilon ecosystem, which has defined the industry narrative on deterministic identity and people-based marketing for several years. Epsilon’s CORE ID has differentiated Publicis with its robust identity resolution and personalization capabilities across media, CRM and commerce.
Omnicom, however, is positioning Omni to widen the battleground beyond identity alone. While Epsilon has built its dominance around data ownership and precision targeting, Omni is being engineered to connect identity with commerce behavior, media investment leverage and AI-powered workflow execution in a single, end-to-end operating layer.
“In other words, if Publicis built the industry’s strongest identity engine, Omnicom intends to build the most connected intelligence-and-execution engine. The competition will now move toward which model delivers faster decisions, stronger ROI proof points, and more seamless integration between marketing and sales,” says an industry executive.
Built for the “Age of Influence”
The launch comes at a turning point for marketers. As consumer attention fragments across platforms, commerce ecosystems, creators and AI-driven environments, legacy tools and disconnected workflows are increasingly viewed as barriers rather than enablers. Omnicom positions Omni as an antidote to that problem: a shared decisioning and execution framework that aligns strategy, creativity, media and sales in real time.
“Omnicom’s advantage has always been its Connected Capabilities, and Omni takes them to an entirely new level,” said John Wren, Chairman and CEO, Omnicom. “By breaking silos and uniting teams on a single, intelligent platform, we are connecting marketing and sales more directly to measurable business impact.”
What Changes for Marketers
Omni has been structured around five core competitive levers:
- A powerful identity foundation:Acxiom RealID™ forms the backbone, enriched by Flywheel’s commerce intelligence and trillions of global signals to deliver what Omnicom calls a high-fidelity, ethically sourced consumer view.
• Creativity accelerated, not automated: AI-native systems enable faster, more precise content development while retaining human creative ownership, promising 25–55% efficiency gains.
• Connected workflows: Insights, creative development, media planning, commerce activation, optimization and measurement exist within one workflow rather than through fragmented handoffs.
• Decision intelligence with human governance: AI supports intelligence and optimization, with transparency and oversight built in.
• An open, flexible platform: Omni integrates with existing martech stacks, accommodates regulatory realities and scales based on client readiness.
If Omni delivers on its ambition, Omnicom will not merely have introduced another platform; it will have established the operational backbone that determines how creativity, media, commerce and data intelligence work together in the next phase of global marketing.
For now, the competitive landscape is reset. The platform wars between Omnicom and Publicis — identity-first versus connected intelligence-first — may well define the next chapter of agency power.