We put the client in focus, and provide effective campaigns to our partners with trend setting communication solutions that can quickly be adapted to changing conditions.

OMD’s planning philosophy "influence" is based on the following 7 principles:

• Consumers are influenced by countless factors: Present-day consumers are omnivorous, gain information from a bulk of sources, influenced by many factors when making a decision. Mapping these factors is a key element for the creation of a solid communication concept.
• Certain brands are more influential than others: In order to be able to effectively influence consumers, we need to be aware of the the consumers’ attitude towards the given brand (our own brand or that of the competitor), their hidden image relating to it, the emotional values they purchase on top of the rational product characteristics. Just think of the RED products.
• Certain people have greater influence than others: 10% of the consumers influence the remaining 90%. Our aim is to find those who exercise influence and those who are prone to be influenced.
• In the course of the customer decision making process, different factors exercise influence in a different manner: In order to create efficient campaign plans it is essential to understand the details of the consumer decision making process as well as the role and strength of the different influencing factors in each process phase.
• It is the effective ideas, solutions and not the media channels that influence consumers: original, "smashing ideas" influence consumers’ behaviour. Media consumption on its own does not guarantee that the consumer can be influenced by that specific media tool.
• Different channels have different degree of influence: Our aim is to elaborate integrated communication solutions by adequately combining those channels that excercise the highest degree of influence on consumer decision making.
• Influence is measurable: This is the essence of communication planning. After defining the changes to be attained in consumers’ behaviour, the successfulness of the campaign’s influence is measured by pre-established indicators.

So this is our solution: we put the client in focus, and provide effective campaigns to our partners with trend setting communication solutions that can quickly be adapted to changing conditions.