Forrester names Omnicom Media a Leader in media management services

What the Forrester report evaluated

Forrester published the report on Nov. 4, 2026. It assessed the 12 most significant media management service providers against 19 criteria covering current offering and strategy. The report is designed to help CMO professionals choose a provider, and it sorts the media groups into three designations: Leaders, Strong Performers, and Contenders.

According to Omnicom Media, it received the highest possible score (5) across seven criteria. In the current offering category, it scored 5/5 in four of the 13 criteria: data/marketing sciences, commerce media, media buying, and principal-media buying. In the strategy category, it received top scores in three of the six criteria: innovation, partner ecosystem, and global delivery strategy.

What Forrester said about Omnicom

The release quotes several passages from the evaluation. Forrester wrote that "Strong technology, IPG integration, and go-to-market strategy underpin Omnicom's exemplary account-led orchestration". Reference customers, it said, "value Omnicom's co-creation model" and "note its negotiating power as a defense against media inflation".

On strategy, the report says Omnicom Media "translates partnerships into repeatable client value, including an industry-specialized agentic operating model codeveloped with Adobe and integrated into Omni, its proprietary marketing operating system". It adds that its "substantial AI investment demonstrates a commitment to innovation."

On capabilities, Forrester said Omnicom "excels at turning audience intelligence and data science into buying leverage and integrated execution". It also noted that "the combination of Acxiom identity and Flywheel Commerce Cloud strengthens commerce media through unified data, SKU-level management, and sales attribution connected to compensation." Omnicom Media says it manages more than $10 billion in retail media investment. Forrester's conclusion: "Omnicom Media is best for enterprises seeking to integrate media, commerce, identity, and creative on a common technology foundation."

Business momentum cited by Omnicom Media

The company placed the recognition alongside a run of recent results. In October, according to the release, it won the North America media business for The Coca-Cola Company, was named EMEA media AOR for Lidl, landed the global assignment for Lavazza, and was awarded L'Oreal in the DACH region. Earlier 2026 wins included Adidas, CVS, Delta, Dyson, IBM, Novo Nordisk, Uber, and Xiaomi. Omnicom Media says its year-to-date total is more than $10 billion in billings won or retained through competitive pitches.

It also points to the latest RECMA Network Diagnostics report, in which it was again named best performing global media group, topping the global ranking and the regional rankings for North America, EMEA, APAC and LATAM. OMD, PHD and Initiative were among the top five global media agencies, with OMD first for the 12th consecutive report.

The company further cites partnerships launched in 2026 with Google, Meta & Walmart, Pinterest, and Roku & Amazon, as well as with Disney, Netflix, NBCUniversal and Paramount.

What it means for marketers

For brands choosing a media partner, the Wave offers one third-party view of how large providers compare on offering and strategy. Omnicom Media CEO Florian Adamski said Forrester "offers marketers a valuable perspective on what truly differentiates a leader", and linked the result to the company's Growth by Design strategy.

Forrester states that it does not endorse any company or service in its publications and does not advise anyone to select providers based on its ratings. It also notes that opinions reflect judgment at the time and are subject to change.