'DISRUPTION VALIDATES OUR EXISTENCE'

With India emerging as one of the Omnicom Media Group's (OMG) fastest-growing markets in the Asia-Pacific (APAC) region, the group is focussing on early adoption of AI on its Omni platform through which its teams deliver innovative, client-first strategies for global giants like Apple and Nissan, both clients over 15 years.

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The pending acquisition of IPG, now cleared in India, is set to bolster OMG's presence, positioning it as a leader in a rapidly evolving media landscape.

In an exclusive interview with BW Businessworld, TONY HARRADINE, CEO, Omnicom Media Group APAC, emphasises the pivotal role AI plays in fuelling the agency's growth. "Complexity is our secret sauce," he says, explaining how new-age media's proliferation validates OMG's "agency as a platform" model, which integrates data, technology and creative solutions. Excerpts of a conversation with PALAK SHAH

It's been a while since you've been in India. What brings you here and how do you see India's role in Omnicom Media Group's (OMG) Asia Pacific growth?

I'm here to spend time with the team. Kartik has done a formidable job over the past five years, building bench strength and capabilities in India. It's now one of our fastest-growing markets in the Asia Pacific. Historically, we've been a challenger in this market, but the pending acquisition of IPG, a significant player here, will change that dynamic. India has cleared regulatory approvals, though we're still awaiting clearances in other markets like the UK and Europe.

You've emphasised the role of technology, particularly AI, in your strategies. How is OMG incorporating AI? Can you share specific examples?

We were early pioneers in leveraging AI ethically within our capabilities. Our Omni platform, a single sign-on suite, has integrated AI for several years, evolving with tools like ChatGPT and OpenAI. It empowers our teams significantly in their daily work. While I can't dive into specific cases offhand, we can share detailed examples of AI-driven campaigns that have made a marked difference in our business.

China's unique data ecosystem, dominated by players like Alibaba and Tencent, presents both opportunities and challenges. How is OMG navigating this landscape?