Forrester names Omnicom Media among global media management ‘Leaders’

The Forrester Wave™: Media Management Services, Q4 2026 evaluated the 12 most significant media management service providers against 19 criteria specific to current offering and strategy

by e4m Staff
Published: Nov 6, 2026 8:21 AM | 2 min read

Omnicom Media has been recognized as a "Leader" in the Forrester Wave™: Media Management Services, Q4 2026 report, which evaluated 12 major media management service providers based on 19 criteria.
The firm achieved the highest scores (5/5) in seven criteria, including data/marketing sciences and media buying, and excelled in three out of six strategy criteria, such as innovation and global delivery strategy.
Forrester highlighted Omnicom's strong technology integration, co-creation model with clients, and negotiating power against media inflation, emphasizing its status as the largest global media management group with over $75 billion in billings.
The report indicates that Omnicom Media is particularly suited for enterprises looking to unify media, commerce, identity, and creative efforts on a shared technology platform.

Omnicom Media has been named a "Leader" among global media management services providers in a new analysis from leading research and advisory firm Forrester.

The Forrester Wave™: Media Management Services, Q4 2026 evaluated the 12 most significant media management service providers against 19 criteria specific to current offering and strategy. Designed to help CMO professionals select the right provider for their needs, the report assesses the media groups under three designations: Leaders, Strong Performers, and Contenders.

With the highest possible scores (5) across seven criteria, Omnicom Media was one of three of the 12 providers evaluated to receive designation as a "Leader". Under the current offering category, OMG received 5/5 scores in four of the 13 criteria, including data/marketing sciences, commerce media, media buying, and principal- media buying. Additionally, OMG received the highest possible scores in three out of the six criteria within the strategy category, including innovation, partner ecosystem, and global delivery strategy.

According to the evaluation, "Strong technology, IPG integration, and go-to-market strategy underpin Omnicom's exemplary account-led orchestration";1 while reference customers "value Omnicom's co-creation model" and "note its negotiating power as a defense against media inflation"2 - an assessment that to Omnicom Media aligns with its status as the world's largest global media management group, with more than $75 billion in billings.

In the strategy analysis, Forrester's evaluation states that Omnicom Media "translates partnerships into repeatable client value, including an industry-specialized agentic operating model codeveloped with Adobe and integrated into Omni, its proprietary marketing operating system"3 and that its "substantial AI investment demonstrates a commitment to innovation."4

From a capabilities standpoint, the report notes that "Omnicom excels at turning audience intelligence and data science into buying leverage and integrated execution"5 while "the combination of Acxiom identity and Flywheel Commerce Cloud strengthens commerce media through unified data, SKU-level management, and sales attribution connected to compensation."6 (Omnicom Media is one of the world's largest buyers of retail media, managing more than $10 billion in retail media investment.)

Summing up the key takeaway for brands, Forrester's profile on Omnicom Media concludes, "Omnicom Media is best for enterprises seeking to integrate media, commerce, identity, and creative on a common technology foundation."