Omnicom has announced a significant evolution of its proprietary marketing and data platform, Omni, at CES, positioning it as a unified operating system for the newly integrated Omnicom–Interpublic organization.
The update follows Omnicom’s recent acquisition of Interpublic and represents a foundational step in bringing together the combined group’s data, technology, and talent. The next-generation Omni now integrates key assets from both networks, including Acxiom, Flywheel Commerce Cloud, and IPG’s Interact platform.
Designed as a single, connected system, Omni links audience intelligence, creative workflows, media planning, commerce, and performance analytics—areas that have traditionally functioned in silos. The platform aims to simplify increasingly complex marketing ecosystems while enabling teams to work more collaboratively and efficiently.
“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 across the entire marketing ecosystem,” said Duncan Painter, CEO, Omni. “But its power comes to life through our people. Omni is built to support strategists, creatives, analysts, investment managers, media and commerce traders, and client leaders in doing their best work, not to replace their judgment or imagination.”
At the heart of Omni is Acxiom RealID, Omnicom’s identity solution, which spans over 2.6 billion verified global profiles. This identity framework is combined with Flywheel’s commerce intelligence and a wide range of media and cultural signals, providing agencies with a comprehensive view of consumers across paid, owned, and earned channels.
“Omnicom’s competitive advantage comes from our unmatched Connected Capabilities, and Omni takes them to an entirely new level,” said John Wren, Chairman and CEO, Omnicom. “Our Capabilities will do their best work when they operate on a unified, intelligent platform that breaks down silos, unites teams and systems, and enables them to achieve unprecedented precision and speed. By connecting every element of marketing and sales—from audience insight to sales activation—Omni empowers brands to deliver measurable growth with greater impact.”
With this launch, Omnicom signals a shift toward a more integrated, technology-led operating model—one designed to help brands navigate fragmentation, accelerate growth, and deliver more connected marketing outcomes at scale.
