OmniGov @ Manning Gottlieb OMD
In just over a year, OmniGov @ Manning Gottlieb OMD, led by OmniGov CEO Paul Knight, has grown from zero to 100 staff, working across 60 different HM Government departments and with total billings in excess of £200m. The team has created a framework built around three pillars: outcomes, partnership and transparency.
Working towards maximising value for the taxpayer, OmniGOV has built a database using past and present Government campaign data to create media-channel-level outcome benchmarks across category and campaign type. As the database grows, output becomes more robust and tangible, improving outcomes.
Through partnership collaboration and integration, the team is bringing HM Government closer to the media industry. The OmniGOV team includes new roles in effectiveness and implementational planning, working alongside planning agencies and creative agencies in a way that is much more collaborative than before. The team has also opened up the use of Omnicom’s Omni platform to partners, improving planning and providing live digital reporting to all departments and stakeholders.
The creation of a supply-side platform solution creates end-to-end transparency and mitigates against quality issues, offering a competitive advantage for programmatic activity. This has resulted in increased working budget, supporting the publishing industry. HM Government only pays for viewable impressions with the biggest digital media partners and reporting is based on viewability, not delivery.
The judges said: “A really strong entry with impressive innovation across multiple areas, and significant commercial return.”
MediaCom Business Science
Mindshare Paid Social UK
OMD UK Connections Planning Team
PlatformGSK: Spark Foundry & Digitas