Global marketing and corporate communications lead,
Omnicom Group Inc.
(
OMC
) has invented a 'new way to build brands for the 21st century'.
The company's management dreamt of an organization that works at
the speed of culture, fuels in a vast amount of data, sieving the
oil of the information age, and banks on relevant creative
experiences for brands. They believe acceleration of
authentic, meaningful and cultural conversation, not imitations
will certainly paint a dynamic landscape across the ad world.
With such a blueprint in mind, Omnicom has recently launched
'sparks & honey', a Next Generation Agency based in New York
City. The agency opened its doors to the world on March 1, 2012,
under the leadership of industry veteran Terry Young, Founder and
CEO of sparks & honey. The agency will be an operating unit of
Omnicom's Diversified Agency Services (DAS) division, planned to
function as an independent business.
sparks& honey uses a disruptive marketing platform and model
called Wave Branding by which it executes market research, creative
development and media distribution. Teamed up with its modern
marketing squad, sparks & honey uses proprietary tools,
algorithms and human insights to create emerging cultural waves and
engage brands in authentic and meaningful content. This team works
in a modern data visualization hub of the new agency.
The Content Lab of the agency entwines the "pace and nimbleness"
of a newsroom with that of creativity. In order to serve its
clients and strengthen its market position, the company leverages a
world class marketing team of cultural strategists, futurists,
behavioral scientists, creative technologists, content specialists
and client service pilots-to name a few.
The launch of sparks & honey commenced with its inaugural
client, Clinique, based on the idea to invigorate next generation
wave of marketing and co-create an innovative model for the client.
Sparks & honey will blend its essence of a reinvention of the
agency model across all of the core disciplines of its client.
Over time, Omnicom's branded networks and numerous specialty
firms have been providing advertising, strategic media planning and
buying, digital and interactive marketing, direct and promotional
marketing, public relations and other specialty communications
services worldwide. It directly competes with its peers, such as
The Interpublic Group of Companies Inc.
(
IPG
),
Publicis Groupe SA
(
PUBGY
) and
WPP pl.
(
WPPGY
).
We currently maintain a long-term Neutral recommendation on the
stock. Omnicom has a Zacks #3 Rank, which translates into a
short-term Hold rating (1-3 months).
OMNICOM GRP (
OMC
): Free Stock Analysis Report
PUBLICIS GP-ADR (
PUBGY
): Free Stock Analysis Report
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