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Omnicom Media Group’s media agencies used to plan vertically by platform, but leaders at the agency specializing in influencer marketing realized that the old way of planning obscured the combined reach of creators who have audiences across many platforms.
With the help of its data and analytics arm, Annalect, the group built a new product—a horizontal planning capability that fixed the problem. Then it deployed the product through its technology platform Omni to all three of its media agencies, OMD, PHD and Hearts & Science.