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MediaPost: Holding Companies Bet Big On Data

MediaPost’s commentary column highlights Forrester’s selection of Omni as the agency platform with the most creative integration to date!

Forrester details but doesn’t grade holding company data management efforts to date. But to its main point — creative integration — it does call out Omnicom’s Omni platform as offering ‘the most creative integration of agency platforms to date.’

And it’s the only platform among the holding companies assessed the report designates as ‘implementing’ creative integration. Other platforms are said to be ‘forming’ or ‘developing’ their creative integration strategies.

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