Omnicom unveils experiential group to fill 'significant gap' in the market

Omnicom Group has launched the Omnicom Experiential Group, comprising a connected collection of Omnicom experiential agencies that will form a borderless experiential network. The agencies are Auditoire, DOIT!, GMR Marketing, Luxury Makers and TRO.

The experiential group will be led by a board consisting of GMR Marketing CEO Cameron Parsons, Auditoire CEO Cyril Giorgini and TRO Group CEO Michael Wyrley-Birch. It was formed to fill a "significant gap" in the market, the press statement said, adding that the new team will further allow Omnicom to support the evolving needs of global brands that seek scalable, nimble and cross-border agency solutions, while maintaining local relevance.

It will focus on strengthening new business development, creating customised teams for clients and better targeting of internal investments. It will also be responsible for improving expertise and knowledge across management teams, as well as creating more opportunities for employees. Agencies within the experiential group will continue to retain their individual brands and cultures.

Omnicom Experiential Group will include 1600 practitioners across 29 offices in 16 countries with leadership in five global hubs - Shanghai, London, Milwaukee, Paris and Sao Paulo. According to Auditoire's Giorgini, the experiential group gives it a "global toolbox of capabilities and talent" to bring brand experiences to life anywhere and anytime.

Marketing has reached out to Omnicom for additional details.

This announcement comes shortly after HSBC appointed Omnicom Media Group's PHD to handle global media planning and buying duties, following a review held earlier this year for the estimated US$400 million account.