Omnicom Media Group announced today that Salesforce Marketing Cloud will power its social marketing and advertising services across its entire global agency network, including 5,000 clients in more than 100 countries.
“What the Omnicom group is doing is they’re standardizing the marketing cloud for all things digital when it comes to social publishing, social listening, and social analytics,” explained Vivek Kundra, EVP of emerging markets at Salesforce.
Omnicom will employ Salesforce products like Radian6 for social listening, Buddy Media for social publishing, and Social.com for social advertising. In addition, Omnicom and Salesforce will build social media command centers to display the technology and the data they collect at Omnicom Media Group agency locations in London, San Francisco, Chicago, and New York.
Kundra announced the strategic partnership — the first of its kind for Omnicom — at Radio City Music Hall in New York City earlier today. Before joining Salesforce, Kundra served as the first chief information officer (CIO) of the US government under President Barack Obama.
He shared the stage with Shiv Singh, global head of digital at PepsiCo; and Scott Hagedorn, CEO of Annalect, a digital data and analytics organization within the Omnicom Media Group.
“What we’re seeking to do is to have customer-driven and audience-driven insights infuse everything that we do and to layer a level of artificial intelligence into all the campaigns now that we’re creating so that what ultimately will happen is that campaigns and advertising activity will become much smaller, much more relevant, much more personal, and much more engaging,” said Hagedorn. “So we’re very excited to infuse what we’re doing with the Salesforce Marketing Cloud, because ultimately what we’re trying to do is disrupt ourselves and completely at the same time reinvent the industry.”