In a thorough and thoughtful analysis, ADOTAT editor Pesach Lattin examined how Omnicom Media Group approaches research — concluding that at OM, there is a clear through-line: study → thesis → product → partnership. As the author points out for Omnicom Media research → tools isn’t a tagline – it’s a mandate.
Lattin further notes that at OM the relationship between intelligence and product is formalized – institutionalized as a deliberate research-product pipeline- and strategically positioned as a differentiator.
Most notably, the author concludes with a checklist for other holding companies that want to — and should — adopt this model:
- Build research that is meant to be proven.
- Design insights to become tools.
- Create shared language between intelligence and product.
- Make platform co-development the output, not the aspiration.