Abstract

The case details the strategies adopted by the world's largest advertising conglomerate, the Omnicom Group, to become a global marketing and communications major. It takes an in-depth look at Omnicom's growth vis-à-vis the advertising industry's evolution through the late-1980s. The company's strategic focus on growth through mergers and acquisitions is explored in detail. Finally, the case discusses the success secrets of Omnicom and examines its future prospects in light of the changes taking place in the global advertising industry. It also provides information on the advertising agency business and profiles the leading players in the business in 2003.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The dynamics of the global advertising industry and its evolution over the decades
• The role played by an advertising agency in a company’s advertising efforts.

Keywords

Omnicom, Batten, Barton, Dutstine & Osborn (BBDO) Worldwide, Doyle Dane Bernbach (DDB) Worldwide, WPP, TBWA Worldwide, DDB Needham, TBWA / CHIAT / Day, Diversified agency services (DAS), Optimum media division, Onmicom Media Group, Advertising, publicity, Marketing and communication, Integrated marketing communication services, Mergers and acquisitions, Interpublic, Media Buying