Omnicom has announced the next-generation version of Omni, its marketing intelligence platform designed to bring together strategy, creativity, media, commerce, and performance within a single operating system. The upgraded platform aims to give brands a more connected, data-driven foundation to plan, execute and measure marketing efforts across channels.

According to the company, the new Omni integrates Omnicom’s Connected Capabilities with high-quality data, identity solutions and advanced AI, enabling a more unified view of consumers across the marketing ecosystem. Built on the combined data, technology and talent from Omnicom and its recently acquired Interpublic assets, the platform incorporates capabilities from Acxiom, Flywheel Commerce Cloud, Interact, and an expanded agentic AI framework.

The evolution of Omni is positioned as a move toward breaking down silos between teams and functions, allowing data, intelligence and people to work more cohesively. By aligning audience insights, creative development, media planning and commerce execution, the platform aims to improve speed, precision and measurable outcomes for clients.

Speaking about the platform, Duncan Painter, CEO, Omni, said Omni connects the full breadth of modern marketing into a single, open and adaptive system, while emphasising that its strength lies in supporting human expertise rather than replacing judgment or creativity. The platform is designed to empower strategists, creatives, analysts, media planners and client leaders to collaborate more effectively.

John Wren, Chairman and CEO, Omnicom, added that Omni elevates the group’s Connected Capabilities by uniting teams and systems on one intelligent platform. By linking every stage of marketing and sales-from insight to activation-Omni aims to help brands drive more precise, faster and measurable growth in an increasingly complex marketing landscape.