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# UK Thought Leadership

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## Posts

- [Why talent doesn’t always equal fame and what marketers can learn from it](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/why-talent-doesnt-always-equal-fame-and-what-marketers-can-learn-from-it/) - By Phil Rowley, Head of Futures, OM UK Talent and fame are frequently governed by three levers of ‘attention’, namely scarcity, pattern reliance, and distribution. Are the best things the most famous things? How about the other way round: are the most famous things the best things? To put it into marketing-speak: does high quality
- [How to get chosen by AI platforms that control search](https://bydesign.omnicommedia.com/uk/generative-a-i/how-to-get-chosen-by-ai-platforms-that-control-search/) - By Sean Betts, Chief AI & Innovation Officer, OM UK ChatGPT is now the fifth biggest website in the world. That single fact tells you more about the future of the Internet than any trend report. It shows that browsing is no longer a purely human behaviour. We are entering Web 4.0, a phase
- [From Cassette Futurism to Friction Maxing: Why we want tactile media experiences again](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/from-cassette-futurism-to-friction-maxing/) - By Phil Rowley, Head of Futures, OM UK In the digital age, physicality still counts. We need to remind ourselves that we live in a physical world by designing for senses such as texture, sound and resistance. It’s what youth generations crave. Two years ago, director Fede Alvarez delivered a sequel to Ridley Scott’s 1979
- [Zero-click is nothing new but we’re navigating an entirely new playing field](https://bydesign.omnicommedia.com/uk/connected-decisioning/zero-click/) - By Guy Gobert-Jones, Managing Director, Digital Performance The way a brand is experienced no longer sits within a brand-owned environment, such as your website or app, where you have complete control. Instead, it unfolds across external environments, such as LLMs and social. Omnicom Media’s MD Performance explains. When people say “zero-click”, it is often shorthand
- [Advertising Inside the Model](https://bydesign.omnicommedia.com/uk/generative-a-i/advertising-inside-the-model/) - By Sean Betts, Chief AI & Innovation Officer, OM UK As AI platforms mature, questions around commercial sustainability are becoming increasingly common. User adoption is ever-increasing; however, this is largely outpacing monetisation frameworks. AI platforms are now starting to look towards advertising as the answer. It is a tried and trusted value exchange that
- [Welcome to Search+](https://bydesign.omnicommedia.com/uk/connected-decisioning/welcome-to-search/) - By Guy Gobert-Jones, Managing Director, Digital Performance Earlier in the year, we asked thousands of UK consumers, across a wide spectrum of ages and demographics, how they were searching the internet for information. This might seem like an odd question, with Google’s core search engine still recording a 92% market share in the UK. Surely
- [4 things brands can do now to be successful in a Search+ world](https://bydesign.omnicommedia.com/uk/connected-decisioning/4-things-brands-can-do-now-to-be-successful-in-a-search-world/) - By Guy Gobert-Jones, Managing Director, Digital Performance 2025 proved to be the year that everyone started talking about the evolution of search behaviours expanding past the barrier of classic search engines, and into social platforms, video platforms and AI interfaces. We call this evolution Search+. Primarily because it is not search moving out of search
- [The Emerging Media Ecosystem: The Year Ahead 2026](https://bydesign.omnicommedia.com/uk/media-intelligence/the-emerging-media-ecosystem-the-year-ahead-2026/) - OM Media Intelligence Unit’s annual report highlights the macro risks and opportunities that will shape the trading environment over the coming year. It explores the key strategic themes that are likely to define the medium-term future of advertising, and how these dynamics are expected to impact the market in 2026, with a focus on channel
- [Hit The Switch: The Future of Sustainable Business](https://bydesign.omnicommedia.com/uk/omg-futures/hit-the-switch/) - THE INESCAPABLE TRUTH In his 2017 book charting the acceleration of everything, Thank You For Being Late, Thomas Friedman describes three overarching mega trends set to dominate the coming decades. They will inform our politics and economics, our society and its interactions, our culture and its expressions, and our businesses and its customers. Using the
- [Thrive: The Future of Wellbeing](https://bydesign.omnicommedia.com/uk/omg-futures/thrive-future-of-wellbeing/) - Whilst no one has the power to divine the future, our extrapolations are based on the notion that the insights from the data will either continue onwards or accelerate further. Or as a shorthand: ‘If things continue in this way, then here’s where we might end up’. These are possibilities not predictions. Scenarios not soothsaying.
- [At The Edge: The Next Decade In Tech](https://bydesign.omnicommedia.com/uk/omg-futures/at-the-edge/) - Slush is most likely the best tech conference you’ve never heard of. Hosted annually in Helsinki, despite its modest profile, Slush is in its 13th year and is home to a cornucopia of provocative start-ups and edge technologies – and OMG Futures went there to stand at the edge and glimpse the future. If you’re
- [Avoiding The Regretaverse: How Not To Mess Up In The Metaverse](https://bydesign.omnicommedia.com/uk/omg-futures/avoiding-the-regretaverse/) - This is a piece of work about the metaverse. The metaverse represents a colossal opportunity for brands and is transforming marketing, media, and advertising. But with all the clamour around the metaverse it’s likely that many brands’ efforts might end up banished to the dark parallel world of what we are calling The Regretaverse, a
- [The future of AI explained via 3 iconic sci-fi films](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/the-future-of-ai-explained-via-3-iconic-sci-fi-films/) - By Phil Rowley, Head of Futures, Omnicom Media Group UK Beyond media, generative AI and its many capabilities have led some to ask: where is this all heading? No one can predict the future, but we can draw on the work of experts in the field for clues – Max Tegmark, Kevin Kelly, Nick Bostrom, Jaron Lanier
- [Navigating the role of generative AI in digital marketing](https://bydesign.omnicommedia.com/uk/generative-a-i/navigating-the-role-of-generative-ai-in-digital-marketing/) - THE GENERATIVE AI PARADIGM SHIFT Generative AI is rapidly coming to the forefront as a revolutionary tool with enormous potential to reshape both society and the economy. Much of the conversation around generative AI typically centres around the fear of job loss. Everything from simple repetitive tasks to intricate analytical jobs seem at risk, a
- [The Generative AI Hype Cycle](https://bydesign.omnicommedia.com/uk/generative-a-i/the-generative-ai-hype-cycle/) - No one can deny the huge amount of hype there has been around generative AI since Open AI launched ChatGPT last November. It’s been inescapable and top-of-mind for many digital marketers this year. Unlike the ‘year of mobile’ that was always on the horizon, generative AI came out of nowhere and may represent a fundamental
- [Why media needs its own Periodic Table](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/why-media-needs-its-own-periodic-table/) - By Phil Rowley, Head of Futures, Omnicom Media Group UK Marshall McLuhan’s Tetrad model can revolutionise your understanding of media and marketing. Embrace the opportunities, prioritise, revive, and prevent to stay ahead of the game. In February 1869, scientist Dmitri Mendeleev created a framework that was to revolutionise our understanding of physics, chemistry, and biology,
- [Where Retail Media is Heading](https://bydesign.omnicommedia.com/uk/commerce/commerce-thought-pieces/where-retail-media-is-heading-in-2024/) - By Jessica Doulton, Head of Retail, OMG Transact UK Retail media has been dominating headlines this year as brands lean into its many capabilities and potential to connect with consumers. Research revealed that £89.9bn was spent by advertisers on retail media last year, and if growth continues as expected, its estimated to be an almost $200bn industry by 2027.
- [ACI: the new type of AI that brands need to know about](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/aci-the-new-type-of-ai-that-brands-need-to-know-about/) - By Phil Rowley, Head of Futures, Omnicom Media Group UK ACI has the potential to be a game-changer in AI by revolutionising the way brands serve their customers. We talk about AI an awful lot. That’s because a lot of people fear it. The fear is driven by visions of a humanoid intelligence that walks,
- [Big opportunities await in gaming for marketers in 2024](https://bydesign.omnicommedia.com/uk/omg-futures/big-opportunities-await-in-gaming-for-marketers-in-2024/) - By Jamie Lyons – Global Head of Gaming & Virtual Experience, PHD Global With broadcast’s diminishing reach to younger audiences over the past few years, much has been made of the growing opportunity for non-endemic brands to leverage gaming to pick up the slack. While in-game advertising isn’t a new space, a shift in conversation
- [How Can Marketers Ensure Their Ads Reach Their Target Audience on TV?](https://bydesign.omnicommedia.com/uk/connected-av/in-the-era-of-ad-blocking-and-on-demand-content-how-can-marketers-ensure-their-ads-reach-their-target-audience-on-tv/) - In an age dominated by ad-blocking technologies and the proliferation of on-demand content, marketers’ ability to captivate their target audience on television has become more complex than ever. As we celebrate World Television Day, the medium itself is at a crossroads, navigating a landscape in which viewers increasingly have the power to choose what, when,
- [The Marketing Singularity Is Nearer Than You Think](https://bydesign.omnicommedia.com/uk/generative-a-i/test/) - By Sean Betts, Chief Product & Technology Officer, Omnicom Media Group UK. I can still remember my excitement back in 2005 when Ray Kurzweil published his book The Singularity Is Near. I spent weeks pouring through it, having my mind blown by each of the seven chapters in the 652 pages of the original hardback
- [Media Theme-onomics](https://bydesign.omnicommedia.com/uk/media-intelligence/media-theme-onomics/) - We are operating in a time of immense disruption, challenge and opportunity, where businesses are facing some of the most significant changes in audiences and investment behaviour we have seen in decades. As we transition from a pandemic to an endemic, our thoughts turn to what the next three years look like, and what actions
- [Closer To The Edge: The Next Decade In Tech](https://bydesign.omnicommedia.com/uk/omg-futures/closer-to-the-edge/) - In 2022 OMG Futures produced At The Edge: The Next Decade In Tech. After visiting the Slush start-up conference in Helsinki, we detailed five future signals shaping the next decade of humanity – Gentle Tech, Frugal Tech, Ultra-Telepresence, Optimising Work and Sustainability As Standard. We predicted that these signals would change the face of businesses
- [The Year Ahead 2024](https://bydesign.omnicommedia.com/uk/media-intelligence/the-year-ahead/) - 2023 saw the UK continue to push against the macro headwinds that have affected the market across the past three years. Inflation remained persistently high and the Bank of England steadily raised interest rates across the year, from a base of 3% to a high of 5.25%. However, the recession, talked about at the start
- [What’s in store for 2024… for the attention economy](https://bydesign.omnicommedia.com/uk/connected-av/connected-av-thought-pieces/whats-in-store-for-2024-for-the-attention-economy/) - By Henry Rowe, Chief Digital Officer & Chief Strategy Officer, OMG UK New ideas are prone to initial bursts of innovation and fragmentation – usually followed by a natural shift towards standardisation and uniformity. This is the inflexion point we find ourselves at with “attention” as we enter 2024. But while some standardisation is inevitable,
- [5 future signals — and the startups spearheading them](https://bydesign.omnicommedia.com/uk/omg-futures/5-future-signals/) - By Phil Rowley, Head of Futures, Omnicom Media UK From programming for the masses to inserting more humanity into AI, these are the things that will impact consumers and businesses over the very long term. Around this time of year, the call goes out for a yearly trends deck. I’m always wary of requests
- [How To Innovate: The OMG Innovation Agenda](https://bydesign.omnicommedia.com/uk/omg-futures/how-to-innovate/) - Media Innovation is Hard. But Essential Have you ever been in a meeting and heard this? ‘We need to be more innovative’ ‘Why aren’t we doing this too?’ ‘Can we find a way of doing [insert latest tech trend here] in our next campaign?’ My guess is yes. That’s not necessarily a bad thing. Marketers
- [ISBA Retail Media Standardisation Framework](https://bydesign.omnicommedia.com/uk/commerce/isba-retail-media-standardisation-framework/) - ISBA has launched the UK’s first Responsible Retail Media Framework, the result of a year-long industry-wide collaboration of brands, retailers and their tech and consultancy partners. Designed as a guide to drive standardisation across definitions, data availability, attribution and transparency, the Framework provides the emerging retail media industry with a responsible blueprint for development. While
- [YouTube Playbook](https://bydesign.omnicommedia.com/uk/connected-av/youtube-playbook/) - At Omnicom Media UK, we have brought together the very best experts across our agencies and Google to showcase how YouTube can be mastered as an advertising platform. This co-authored playbook is one demonstration of the unique partnership that OM UK have fostered with Google, We leverage market leading capabilities, expertise and products that will
- [Most CMOs want innovation. Most don’t understand it is a spectrum](https://bydesign.omnicommedia.com/uk/omg-futures/most-cmos-want-innovation-most-dont-understand-it-is-a-spectrum/) - By Phil Rowley, Head of Futures, Omnicom Media Group UK Top marketers know they want innovation, they just have a tough time quantifying it or measuring it. OMG’s Phil Rowley has the receipts to prove it. Marketers know they should be investing in innovation. It future-proofs their brands and demonstrates cutting-edge credentials to their
- [Why Brands Need to Offer an Omnichannel Experience in Order to Drive Retail Sales](https://bydesign.omnicommedia.com/uk/commerce/commerce-thought-pieces/why-brands-need-to-offer-an-omnichannel-experience-in-order-to-drive-retail-sales/) - By Prateek Gupta, Managing Director of Commerce and Retail Media, OM UK In today’s retail landscape, having a unified omnichannel strategy is no longer a differentiator, it’s a necessity. The path to purchase isn’t a linear experience and today’s consumer effortlessly switches between online browsing, visiting stores and purchasing via apps. With online retail
- [What's the 1 thing that would get brands to spend more on gaming?](https://bydesign.omnicommedia.com/uk/omg-futures/whats-1-thing-that-would-get-brands-to-spend-more-on-gaming/) - By Phil Rowley, Head of Futures, Omnicom Media UK The thing I would like to emphasise to brands unfamiliar or intimidated by gaming is, first, don’t get gaming and the metaverse mixed up. Gaming is computerised competition in all forms, from Call of Duty on a console to Scrabble on a mobile device. At its broadest definition,
- [Could AI actually make customer service better?](https://bydesign.omnicommedia.com/uk/omg-futures/could-ai-actually-make-customer-service-better/) - By Phil Rowley, Head of Futures, Omnicom Media UK If AI can read our emotions and respond with the right tone, while solving our problems at lightning speed, do we need humans for customer service? In Closer to the Edge, our report from startup conference Slush, we remarked upon a set of emerging platforms employing
- [Unlocking the Potential of Retail Media](https://bydesign.omnicommedia.com/uk/commerce/unlocking-the-potential-of-retail-media/) - By Rebecca Fry, Managing Partner – E-Commerce, Omnicom Media UK With almost 80% of advertisers viewing it as their most effective sales channel, retail media is undeniably booming, and sales are expected to reach £22bn in the UK by 2026. This rapid growth has been fuelled by a multitude of factors including ever-evolving shopping habits,
- [Only the clichéd need be afraid: Why gen AI will make us better creators](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/why-gen-ai-will-make-us-better-creators/) - By Phil Rowley, Head of Futures, Omnicom Media UK AI might push us to be more original and force us to place more value on striving to invent or deliver the never-seen or never-heard to avoid competing with machines. As our social feeds become more saturated with generative-AI output, many of us may be
- [The Rise in Media Microgenres](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/the-rise-in-media-microgenres/) - By Phil Rowley, Head of Futures, OM UK As AI redefines how we engage with culture, the old ways we classified music, film, and media are starting to look different. In this piece, Phil Rowley, Head of Futures at Omnicom Media Group, takes us on a journey, uncovering how AI’s hyper-personalisation and granular understanding of
- [OM UK’s AI Chief on What Star Wars Teaches Us About AI](https://bydesign.omnicommedia.com/uk/generative-a-i/omg-uks-ai-chief-on-what-star-wars-teaches-us-about-ai/) - By Sean Betts, OM UK Ahead of May 4th this Sunday – also known internationally as Star Wars Day – Sean Betts, Chief AI & Innovation Officer at Omnicom Media Group UK, tells us what the iconic sci-fi franchise can teach us about responsible AI use in marketing. May the 4th usually brings with
- [This is how AI will make our holidays better](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/this-is-how-ai-will-make-our-holidays-better/) - By Phil Rowley, Head of Futures, OM UK AI is capable of data-crunching on a colossal scale to identify patterns and anticipate demand. Imagine this scaled across entire transport infrastructures, reducing delays, cutting wait times and smoothing the movement of people. While the marketing community continues to be excited about AI’s ability to enhance
- [What we can learn from the most fascinating spreadsheet in the world](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/what-we-can-learn-from-the-most-fascinating-spreadsheet-in-the-world/) - By Phil Rowley, Head of Futures, OM UK Why are only 5% of megaprojects completed on budget, on time or deliver intended benefits? OMG UK’s Phil Rowley condenses Bent Flyvbjerg’s nine pitfalls and their solutions into three takeaways that have implications for marketers. What’s the most fascinating spreadsheet in the world? Perhaps one that contains
- [Closer To The Edge: The Next Decade In Tech](https://bydesign.omnicommedia.com/uk/omg-futures/closer-to-the-edge-the-next-decade-in-tech/) - At the edge of innovation, the future is unfolding. Reporting from the Slush 2025 Start-Up Conference in Helsinki, Closer To The Edge identifies the vital transformative themes shaping consumers’ next decade – from AI-diets to hi-tech clothing, to machines with a sense of smell, OM Futures’ latest thought leadership piece is a guide to anticipating the
- [AI creativity is about raising the floor as well as the ceiling](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/ai-creativity-is-about-raising-the-floor-as-well-as-the-ceiling/) - By Phil Rowley, Head of Futures, Omnicom Media UK Ideas become easier to realise when tools cost less, resulting in more creativity. Gen AI can help us all progress our creativity and output, regardless of skill and talent. Technology that enhances creativity has long existed. From stencils to keyboard synthesisers to Photoshop, we are
- [Welcome to ‘perma-nostalgia’](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/welcome-to-perma-nostalgia/) - By Phil Rowley, Head of Futures, Omnicom Media UK Our pasts are now indexed like any other webpage. What does that do to the consumption of, and our appreciation of, media? We are now living in an era when content never dies and cultural memories never fade. Technology is enabling an age of digitised
- [Closer To The Edge 2.0: The Next Decade In Tech](https://bydesign.omnicommedia.com/uk/omg-futures/closer-to-the-edge-2-0-the-next-decade-in-tech/) - At the edge of innovation, the future is unfolding. Reporting from the Slush 2024 Start-Up Conference in Helsinki, Closer To The Edge 2.0 identifies five transformative themes shaping consumers’ next decade—from AI-driven business brains, and hybrid media formats, to augmented human capabilities, and trust-first technologies. OMG Futures latest thought leadership piece is a guide to
- [Disruption and Transformation: The Year Ahead 2025](https://bydesign.omnicommedia.com/uk/media-intelligence/the-year-ahead-2025/) - OM Media Intelligence Unit’s annual report looks to the year ahead and offers a comprehensive view of the trends and dynamics shaping the media landscape, framed through our unique OMG PESTEC framework. By understanding the political, economic, sectoral, technological, environmental, and consumer-related forces at play, we hope this report provides you with actionable insights that
- [Web 4.0: The Rise of AI Agents and the Future of Digital Marketing](https://bydesign.omnicommedia.com/uk/generative-a-i/web-4-0/) - By Sean Betts, Chief AI & Innovation Officer, Omnicom Media UK. As artificial intelligence continues its rapid evolution, we’re witnessing a fundamental shift in how technology facilitates our digital experiences. Welcome to Web 4.0 – the ‘Agentic Web’ – where generative AI agents will increasingly mediate our online interactions and transform how brands connect
- [Your brand must be available physically, mentally and now for the AI algorithm](https://bydesign.omnicommedia.com/uk/generative-a-i/your-brand-must-be-available-physically-mentally-and-now-for-the-ai-algorithm/) - By Sean Betts, OM UK and Robert Beevers, MG OMD. The widespread adoption of AI has resulted in the need for a third pillar of marketing effectiveness alongside physical and mental availability: do not neglect to be accessible by the algorithm, explain Sean Betts of OMG UK and Rob Beevers of MG OMD. For
- [The future of video advertising](https://bydesign.omnicommedia.com/uk/connected-av/connected-av-thought-pieces/the-future-of-video-advertising/) - By Vicky Fox, Chief Planning Officer, OM UK With audiences consuming content across a variety of screens and platforms, media planners must embrace more agile, integrated strategies that reflect this new reality. The video landscape has undergone significant change over the past few years, driven by vast technological transformation, behavioural change and the proliferation of
- [A call for Connected Decisioning](https://bydesign.omnicommedia.com/uk/connected-decisioning/a-call-for-connected-decisioning/) - By Guy Gobert-Jones, Managing Director, Digital Performance How do we ensure that we are making the right decisions in-platform to deliver optimum outcomes? On the face of it, this seems like a simple question. But the answer is becoming increasingly complex. It used to be that it was enough to watch your platform numbers
- [Destination AI](https://bydesign.omnicommedia.com/uk/omg-futures/destination-ai/) - OMG Futures’ latest report uncovers how machine intelligence will transform every step of the future traveller’s journey – from search to sun-lounger. Within this, we reveal five game-changing AI evolutions: Refined Recommendations that decode even the subtlest traveller desires. Personalised Planning that assembles and adapts entire itineraries on the fly. Supercharged Services where avatars, ambient
- [Web 4.0: From Human-Centric to Agent-Mediated](https://bydesign.omnicommedia.com/uk/generative-a-i/web-4-0-from-human-centric-to-agent-mediated/) - By Sean Betts, OM UK By 2030, it is predicted that 80% of web traffic will be non-human, fundamentally reshaping marketing from capturing human attention to also influencing AI agents. By 2030, it is predicted that 80% of web traffic will be non-human, fundamentally reshaping marketing from capturing human attention to also influencing AI
- [Recent Developments & The Year Ahead](https://bydesign.omnicommedia.com/uk/responsible-marketing/recent-developments-the-year-ahead/) - In this Privacy Perspectives session, we’ll recap the key regulatory developments from 2025 and look ahead to what’s coming in 2026, with a focus on the implications for marketing. We’ll cover the EU’s Digital Omnibus, UK DMCCA enforcement, developments in data sharing and the use of platform AI tools, and what to expect from the
- [EU AI Act](https://bydesign.omnicommedia.com/uk/responsible-marketing/eu-ai-act/) - This session covers two key parts of the EU’s AI Act – the AI literacy requirements and the prohibited practices. Whilst the bulk of the Act’s requirements do not become applicable until August 2026, these two aspects are already in effect, meaning that organisations in scope of the AI Act must comply with them today.
- [Data (Use and Access) Act 2025](https://bydesign.omnicommedia.com/uk/responsible-marketing/data-use-and-access-act-2025/) - The UK’s Data (Use and Access) Bill was passed on June 11th and received Royal Assent later that month. It reforms the UK GDPR and Privacy and Electronic Communications Regulations and includes changes which affect direct marketing, cookie consent and automated processing. This webinar discusses these changes, with a focus on what they mean for
- [Gaming media trends and expectations heading into 2025](https://bydesign.omnicommedia.com/uk/omg-futures/thought-pieces-omg-futures/gaming-media-trends-and-expectations-heading-into-2025/) - By Jamie Lyons, Global Head of Gaming and Virtual Experience, PHD For the gaming industry and gamers at large, in comparison to previous action-packed years, 2024 has felt relatively calm. However, don’t mistake the calm of 2024 for a lack of progress – for gaming advertising the landscape has subtly but significantly evolved – with
- [The Future of Entertainment: In the Era of AI](https://bydesign.omnicommedia.com/uk/omg-futures/the-future-of-entertainment/) - The entertainment industry is about to go through the most disruptive period in its history, as it is both empowered and challenged by two letters: AI. From democratisation of creativity and light-speed production cycles, to digital-only broadcasters testing legacy players, to the atomisation and virtualisation of content: AI will leave no media format or art
- [OMG Transact x dunnhumby Partnership](https://bydesign.omnicommedia.com/uk/commerce/omg-transact-x-dunnhumby-partnership/) - Omnicom Media Group announces first-mover retail media partnership with dunnhumby, giving Omnicom clients access to Tesco Media and Insight Platform. Agreement enables OMG to leverage insights from over 20 million Tesco Clubcard members to deliver better outcomes at scale for clients’ retail media investments. Omnicom Media Group (OMG), the media services division of Omnicom Group

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- [Paradigm Shifts](https://bydesign.omnicommedia.com/uk/paradigm-shifts/) - Home » Paradigm Shifts Paradigm Shifts Paradigm Shifts is our latest thought leadership series on helping brands navigate ongoing transformation across the media landscape. Introducing Paradigm Shifts View the full series (Password: OMTransform) Quick LinksLinkedIn Global Site Careers Press Locations Cookie Preferences
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- [Connected Decisioning](https://bydesign.omnicommedia.com/uk/connected-decisioning/) - Home » Connected Decisioning Connected Decisioning The constant evolution of the digital media landscape, coupled with transformational changes led by AI is demanding a new approach to digital performance. OM’s Connected Decisioning approach revolutionises digital performance for our clients and creates new opportunities for enhanced effectiveness and growth. The Future of Search OM’s proprietary research,
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