‘Building on our global leadership position’: OMD Worldwide launches new positioning and brand refresh

BY Matthew Leong

February 10, 2025 10:08

Media agency network OMD Worldwide has taken on a new brand positioning, designed to send a new message to marketers.

The positioning – ‘We Create What’s Next’ – was launched last Thursday at a global town hall that was livestreamed to over 100 countries and the 14,000 employees based in them.

The Omnicom Media Group company’s new positioning comes with a refreshed brand, backed by Canva, that contains a new take on its red logo.

Overall, the new take on the brand and its positioning touches upon OMD’s capabilities as an organisation equipped to “to leverage shifts in how consumers discover, engage, transact and love brands in an era marked by rapid acceleration in retail media, connected TV, creator and influencer ecosystems, and new and emerging touchpoints such as Generative AI Search”.

“We Create What’s Next sends a straightforward message to our teams, our brand partners, and the marketplace more broadly: OMD is building on our global leadership position and legacy of innovation to reimagine how and where brands can win with consumers for the next decade,” said George Manas, chief executive officer (CEO) of OMD Worldwide.

“It is our firm belief that doing so requires deep and unprecedented collaboration and co-creation between the agency, the client, and the marketplace, bringing forth the best that each has to offer.

For our part, OMD will be leveraging Omnicom’s singular advantages in AI, data and technology; deep specialization in commerce, creators, and connected TV; and extensive experience in agency operating model innovation – all of which will be brought to bear in service of creative media solutions that help build our clients’ brands and grow their businesses.”

Laura Nice, co-CEO of OMA Australia, added: “We have been working with our talented OMD team to prepare for our new way forward with We Create What’s Next, introducing new ways of working and bringing creativity to the forefront for ourselves and our clients.

“With evolution as a constant in our industry and the landscape continuing to diversify at a rapid pace, it has never been more important to co-create bold media solutions that cut through for and with our clients.

“Creativity, innovation and a constant push forward is all critical to achieving this, and that is why our new mission is so compelling for our people and clients alike.”

Nice’s colleague, co-CEO of OMD Australia, Sian Whitnall, also shared her take on the new position.

“As we welcome in OMD’s new era, We Create What’s Next is not just a statement that will live on our walls, it is our push forward to continually drive creativity and innovation in everything we do,” Whitnall said.

“In Australia, OMD has been renowned for our Performance with Integrity positioning since 2015 with transparency underpinning everything we do.

“The new OMD will see a significant evolution in how we show up creatively, culturally and commercially, however transparency will always remain critical to our DNA.”