John Wren, CEO de Omnicom Group: El aumento de lo digital ha dado a los publicistas la capacidad de entender cómo deberían utilizar a los medios
The Omnicom Group defends US$ 1.2 billion as part of the unprecedented number of simultaneous media buying and planning reviews by major advertisers. “There is more media business up for review from large markets at the present time than I personally have ever seen before,” points out John Wren, Omnicom CEO. During an earnings conference, Wren assured that the increase in digital, data and analytics has given marketers the ability to understand more precisely how they should use media. “There are more media channels and online video available to consumers. Advertisers want to make sure they have the right strategy in place.” Omnicom shares with its rivals some of the accounts it is defending and estimates there are US$ 1 billion in “upside potential” if their efforts succeed. However, the agency is not participating in several of the reviews, such as 21st Century Fox, Citigroup, Coca-Cola, Coty and L’Oréal. “Recently, the group won the Unilever Australia media business, after winning the global search business,” said the executive. Most of the reviews are expected to end in October.
