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Omnicom Media Group takes home Advertising win at HKB IBA 2020

They future-proofed an established media advertising network through evolving digital capabilities in only two years.

Omnicom Media Group (OMG) won in the Advertising category at the HKB International Business Awards 2020, presented by Hong Kong Business magazine for its future-proofing project.

Operating in Hong Kong for more than 20 years, OMG has been merging media innovation, creativity, empathy, and evidence to encourage swift and well-rounded decision making on behalf of clients. Integrated solutions, holistic consumer understanding through insights and data

With the Hong Kong media landscape rapidly evolving, thanks to the pertinent shift in consumers’ media behavior from traditional media to digital advertising, it was necessary for the organisation to keep up with the times and adapt to industry trends.

OMG saw this as an opportunity to evolve the company’s digital capabilities to lead clients in audience engagement and significantly improve their business results.

“As a leading global media communications company, we bravely made the necessary changes that were crucial for our industry's future to build a stronger client-centric, digitally powered, and audience-first data-led agency model to grow and evolve as a business,” said Deric Wong OMG’s CEO.

The initiative was not a walk in the park, especially with the local political and economic tensions Hong Kong experienced and withstood in 2019. The company spent the last 24 months fortifying their talent and processes to boost their media advertising return on investment services. Simultaneously, they also introduced social content solutions, personalized display marketing (DCO), data analytics, and ad-tech consultancy to complete their marketing communications expertise and offering.

Because of these, the company has become more avant-garde, agile, proactive, accurate, and performance-focused, which has helped clients in sifting through and resolving local challenges.

OMG also determined the lack of integrated digital marketing performance specialists in Hong Kong. They also pinpointed that search marketing, display, and social media advertising, including programmatic, are planned and bought in a silo. This puts a limit to their client’s capacity to accomplish an audience-first data-led scheme media buying approach, as well measuring digital audiences along their consumer journey.

To resolve this, OMG fused all their performance specialists to build a single robust Performance Marketing Hub of Excellence.

The OMG Performance team has the ability to garner and correlate audience information to effectively create consumer journeys and make real-time behavioural targeting possible across a wide array of media platforms, thereby optimising retargeting value throughout multiple advertising platforms and messaging, which hands over enhanced media ROI for clients.

The formation of this team resulted in successful partnerships with global media such as Google, Facebook, and Verizon. For instance, OMG client Wyeth Nutrition became Hong Kong’s first marketer that incorporated Predictive Audience technology, taking advantage of machine learning and probability equations to maximise their programmatic ad investments.

Future-proofing their organisation in merely 24 months is no easy feat, yet OMG’s two agencies, OMD and PHD have grown to become Hong Kong’s top 2 media agencies, as per the most recent COMvergence report in 2019.

New clients have also flocked these firms, with HSBC going on board for PHD. Meanwhile, OMD began working with Dairy Farm, Octopus, Nestle, as well as the Estee Lauder Companies.

The Hong Kong Business Awards 2020, presented by Hong Kong Business magazine, was held via video conferencing in September.

This year’s nominations were judged by a panel consisting of Eugene Liu, Managing Partner at RSM Hong Kong; Charbon Lo, Director at Crowe (HK) CPA Limited; Andy Wong, IPO Leader at SHINEWING (HK) CPA Limited; Anthony Tam, Executive Director at Mazars Hong Kong; and Edward Au, Managing Partner at Deloitte China.

If you would like to join the 2021 awards and be acclaimed as one of the outstanding companies in Hong Kong, please email Jane Patiag at jane@charltonmediamail.com.

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