OMD Worldwide reinvents itself with 'We create what’s next' brand refresh

In a rapidly evolving media landscape, OMD Worldwide has unveiled a new brand positioning, We Create What’s Next, to reinforce its commitment to helping brands navigate the dynamic business and consumer environment. The Omnicom Media Group agency has contemporised its classic red logo and sharpened its focus on leveraging cutting-edge technology, strategic expertise, and deep industry collaborations to drive incremental sales and market share growth for its clients.

Enabled by Canva, OMD's refreshed identity reflects its ambition to position itself as the go-to media partner for brands in an era of shifting consumer behaviours.

Today’s consumers interact with brands across multiple touchpoints—social media, websites, emails, and physical stores—shaping their relationships through reviews, content engagement, and loyalty programmes. With the rise of retail media, connected TV, influencer ecosystems, and innovations like generative AI Search, OMD aims to help brands meet audiences where they are, creating meaningful connections and long-term loyalty.

"We Create What’s Next sends a straightforward message to our teams, our brand partners, and the marketplace more broadly: OMD is building on our global leadership position and legacy of innovation to reimagine how and where brands can win with consumers for the next decade," said OMD CEO George Manas. "It is our firm belief that doing so requires deep and unprecedented collaboration and co-creation between the agency, the client, and the marketplace, bringing forth the best that each has to offer."

As the advertising industry undergoes seismic changes, OMD's brand refresh comes at a critical moment. Omnicom’s recent $13 billion acquisition of Interpublic Group (IPG) strengthens its position in an increasingly AI-driven marketing landscape.

The deal enhances Omnicom's capabilities in AI, data, and technology, providing OMD with deeper specialisation in commerce, creators, and connected TV. This competitive edge allows OMD to craft creative media solutions that drive business growth for its clients.

Manas noted that OMD will capitalise on Omnicom’s technological strengths and operational innovations to create high-impact campaigns that resonate across evolving consumer touchpoints.

The unveiling of We Create What’s Next was marked by a global town hall hosted by Manas, streamed live to OMD’s 14,000 employees across 100 countries. The event also highlighted the agency’s 2024 new business performance, where it reportedly secured $1.8 billion in net new business. Major client additions included Gap Inc., Michelin, AliExpress, and Turkish Airlines.

OMD India CEO, Anisha Iyer, echoed the excitement around the agency’s refreshed positioning. "OMD's new era is a bold reflection of who we are – creativity and innovation are in our DNA, and now, they power a repositioning that helps us transform our clients' businesses creatively, culturally, and commercially. We Create What’s Next isn’t just a statement; it’s the way our teams build together, dare to disrupt and rise to the occasion together, every step of the way. At OMD India, we're excited to see this translate into a compelling proposition for our clients, people, and partners alike."

OMD stated in a press release that it was named the best-performing global media network overall in the November 2024 edition of the Network Diagnostics report by Research Company Evaluating the Media Agency Industry (RECMA). This marked the eighth consecutive edition in which OMD topped the report.

Additionally, COMvergence’s Global & Regional Billings Projected 2024 report, published in December 2024, termed OMD Worldwide as the #1 global media agency network by volume, with $25.9 billion in global billings (+8% YoY). The agency’s 7.9% growth over 2023 represents the highest rate of growth among the top five agency networks and the largest net billings increase, adding $1.9 billion in 12 months.

With its refreshed brand identity and a strong foundation in AI, commerce, and connected media, OMD is setting itself up to take a stronger pole position in the media agency space. By staying ahead of consumer trends and embracing new technologies, it aims to provide brands with the strategic vision, tools, and partnerships needed to thrive in an increasingly fragmented media landscape.