· The holding company-level offering provides support to agencies
Omnicom is rolling out a specialist ecommerce practice called Transact to the North American market.
The practice, which previously operated exclusively in some global markets, will become the holding group’s global center of excellence. The consultative practice will help Omnicom clients gain market share and drive sales on retail media platforms like Amazon, Instacart, Kroger and Walmart Connect.
Transact’s offers ecommerce consulting and e-retail execution including account and catalog management, operations, content optimization, retail media and analytics.
Frank Kochenash, a former executive at Amazon, McKinsey and Wunderman Thompson Commerce, leads the practice. He’ll build out a team of more than 100 to work within Transact.
“When you look at a customer journey that a brand needs to facilitate, there’s lots of aspects, and connecting those is what Transact will help our client teams do,” Kochenash told Adweek.
Omnicom offers several ecommerce and retail solutions to its clients, depending on their project scopes and sizes.
Transact is a holding company-level offering that provides support to agencies throughout the organization. Then there’s Omnicom Media Group (OMG), which invests in its own commerce task force that guides its three media agencies on ecommerce and retail media best practices. The media group in particular earned high marks for its retail and commerce media offering in a recent Forrester Research study by principal analyst Jay Pattisall.
The holding company’s Precision Marketing network houses a marketing technology and transformation operation that offers CRM services, while Omnicom Commerce Group and the holding company’s creative agencies offer creative content and ideation capabilities.
Transact will not consolidate the group’s ecommerce operations. Its purpose is to help clients and client service teams understand how these disparate operations work together. Using Omni Commerce, a component of Omnicom’s Omni operating system that reveals consumer journey insights and recommends investment decisions, Transact will help clients allocate cross-channel spend, make operational changes within their inventory and sales systems, and connect strategic decisions with their marketing messaging, according to Adrian Sapollnik, evp of strategy and corporate development at Omnicom.