Omnicom Launches Retail 3

To address the needs of retail marketers, Omnicom Group yesterday launched its newest agency, Retail 3, which stands for retail strategy, retail activation and retail metrics.

The new firm will offer a full range of media and marketing services to drive traffic and sales in local markets, including custom and template creative services; media planning and buying; digital and social media services; direct marketing, e-mail and mobile communications; lead management; event activation; and co-op administration.

Harold Kobakof will head R3 as president. Kobakof (above) was most recently chief retail officer at BBDO Detroit, which Omnicom shuttered in January with the loss of Chrysler. About 40 people will be based in field offices across the country, giving R3 the ability to activate and execute campaigns in all 210 local markets.

“R3 brings deep existing experience in retail marketing, which we are mobilizing to meet the immediate needs of today’s retail industries,” said John Wren, president and CEO of Omnicom. “The company’s launch extends this existing experience with new and added capabilities to deliver campaign effectiveness from brand awareness to the point-of-sale retail buying experience.”

The new firm intends to market its services to quick-service restaurants, telecommunications providers, insurance and financial services companies and automotive firms.