11 November 2008
Omnicom Media Group (OMG) and dgm have created a strategic alliance to deliver Search Engine Marketing (SEM) services across the Asia Pacific Region, launching OMG Search in a multi-market drive to become Asia’s largest search spender across their operating brands.
Omnicom Media Group (OMG) and dgm have created a strategic alliance to deliver Search Engine Marketing (SEM) services across the Asia Pacific Region, launching OMG Search in a multi-market drive to become Asia’s largest search spender across their operating brands.

The alliance combines OMG’s market leading operating brands OMD and PHD with the specialised knowledge and heritage of dgm, creating a unique opportunity for one of the world’s largest marketing groups and the online marketing specialist.

Barry Cupples, OMG CEO for Asia Pacific, said “This region is hugely significant in the new media and Digital area which is why we are looking so closely at development across all of our disciplines in the digital space, starting with SEM. We will take the best from the existing learnings and knowledge we have from established markets within the OMG group and combine that with the specialism and focus that dgm have as a business to ensure all of our markets can develop their offerings as appropriate. We believe that this combination is a powerful one that our clients will benefit greatly from.”

dgm CEO Fionn Hyndman added; “It goes without saying that Asia is a huge growth market, especially when there are over 600m online consumers across Asia and Australasia. The growth rate is astounding as is the increase of online marketing budgets and leading that is spent on search. SEM is worth over USD$3b a year in this region and the focus here is to gain a considerable slice of that pie.”

“OMG has led the way internationally in combining digital, data and direct marketing and we look forward to working with them across the Asia Pacific Region in continuing that trend, integrating search within all other advertising mediums.”

Hyndman added “We already have over 100 specialists in place across the region and this agreement will permit further expansion, allowing a meeting of client and media focused expertise from OMG to merge with unrivalled channel knowledge within dgm.”

It is agreed that the companies will not purely focus on the management of search marketing, which has been the short term goal of many other companies. The aim of the alliance will be to address the wider picture of why a consumer searches, how they search and interact with a brand and what they go on to do. Hyndman added, “Search companies understand how to optimise search, we understand how to maximise the opportunity through multiple media channels and then optimise that opportunity. It is a different, more rewarding conversation for the advertiser and it fits with OMG’s traditional specialism.”

Cupples added; “The OMD and PHD brands are in a very strong position across Asia. In order to continue the position we enjoy in being leading brands, we have to constantly evolve the service offering we have and deliver better opportunities for our clients and their brands across all consumer touchpoints.”

The OMG Search offering will support all OMG agencies exclusively, including the networks OMD and PHD along with local market OMG brands. These brands will be supported by separate and dedicated teams including OMD Search and PHD Search.

Search Engine Marketing is worth over USD$3b over the coming year - with significant growth rates expected. Whilst some of the markets that are covered by the agreement have reasonably well evolved SEM marketplaces (Australia, Japan etc), others are in a far more nascent stage with growth rates of over 100%.
You don't have permission to view or post comments.
Back to top