The most important goal for our clients is that their potential target-group becomes a consumer-group. The focus point in OMD’s philosophy and in Influence Checkmate is the ever-changing consumer and those factors that influence them.
The good old days
10 years ago in the palmy days of the commercial televison era, media planning and buying was significantly easier. Mapping (by means of secondary sources, purchasing of larger-scale researches, basic softwares) the consumers’ media using habits, the segmentation of target groups as well as influencing consumers were easier.
Today’s challenges
Ever since the world has substantially changed. Consumption plays a central role in our lives and there is an overwhelming number of messages aimed at consumers via an ever more diverse and ever increasing number of media outlets.
At the same time the characterization of consumers on the basis of the time-tested demographic analyses and by following their media using habits have become more difficult.
The new role for media agencies
For media agencies this poses new challenges from the side of the market and the clients. Az OMD’s highly qualified planners help our clients in communication planning and in resolving the media issues of the business routine.
Cost efficiency
It is important for our clients that our campaigns be effective not only from the point of view of communication but financially as well. That is the reason why our parent company - Omnicom Media Group (a holding company comprising of OMD, PHD and GFMO) set up the division OPERAthat is responsible for purchasing and media negotiations. Due to the force of unity, this company represents huge purchasing power so it can deliver high quality service as well as the best media prices available – locally, regionally and globally too.
Research
As substantial knowledge about the target group is a key element for media planning, OMD puts great emphasis on research. Our research division Omnicom Media Group Innováció helps our clients with effective communication planning by means of Sonar, Cream, Namivan and Eyetracking.
Reach through every channel
Classic media dominance is almost a thing of the past. Digital and alternative communication solutions require creativity and expertise. That’s the reason why OMD Digital and FUSE were created.
You may catch a glimpse of OMD’s work methods if you click here to see the making of OMD’s 10 years’ anniversary campaign:
10.omd.hu/blog
”Only change is constant”
Scopenhauer’s eternal thought is also true when we look at today’s consumers’ behaviour. Present-day buyers are changing therefore they are not only more experienced concerning the master-strokes of communication but they are more rejective towards fanciless or dumping-like advertisements. The ever-increasing rejection calls for the re-structuring of the communication strategies. The role of the traditional, one-way solutions is taken over by the interactive communication methods that are based on consumer-generated contents.
OMD would also like to comply with the above mentioned trend, that is why OMD’s standard communication planning methodology - Influence Checkmate – was created.
How?
For our clients (the advertisers) the most important goal is that their potential target-group becomes a consumer-group. The focus point in OMD’s philosophy and in Influence Checkmate is the ever-changing consumer and those factors that influence them.