Omnicom Group announced that it has formed a new center of excellence to advance its commerce capability, Omnicom Retail Group (ORG).
The new group is focused on driving client growth by leveraging expertise to increase conversion and transaction both online and off line, and it brings together five agencies: The Integer Group, TracyLocke and Haygarth, TPN and The Marketing Arm. The agencies employ over 2,500 people across 19 markets.
The ORG agencies will continue to operate independently but work collectively to invest in advanced shopper knowledge and drive innovation and thought-leadership in shopper and retail marketing.
ORG will also facilitate expertise across Omnicom Group, providing bespoke multi-channel consultancy as well as specialist teams in key priority areas such as e-commerce and social commerce. The group is looking to increase investment and access to shopper and transactional data and is working to maximize the opportunity via the new “Omni” people-based, precision marketing and insights platform.
Dale Adams, Chairman & Ceo of the DAS Group of Companies says in the press release: “We recognize that commerce today requires an innovative multi-channel approach, and this is a new modern integrated model for us to better deliver sales expertise to our clients”.
Sophie Daranyi, formerly Chairman & Ceo of Haygarth, a creative agency specializing in brand, shopper and retail marketing, has been tapped to become Ceo of ORG reporting to Adams.
Daranyi comments: “ORG’s focus is on driving client growth through advanced understanding of shopper behavior, developing deeper insights and providing impactful creative solutions across all relevant touchpoints, with the ultimate end-goal of increased online and offline transaction and conversion”.