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Omnicom Serves Sparks with Honey - Analyst Blog

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Global marketing and corporate communications lead, Omnicom Group Inc. (OMC) has invented a 'new way to build brands for the 21st century'. The company's management dreamt of an organization that works at the speed of culture, fuels in a vast amount of data, sieving the oil of the information age, and banks on relevant creative experiences for brands. They believe acceleration of authentic, meaningful and cultural conversation, not imitations will certainly paint a dynamic landscape across the ad world.

With such a blueprint in mind, Omnicom has recently launched 'sparks & honey', a Next Generation Agency based in New York City. The agency opened its doors to the world on March 1, 2012, under the leadership of industry veteran Terry Young, Founder and CEO of sparks & honey. The agency will be an operating unit of Omnicom's Diversified Agency Services (DAS) division, planned to function as an independent business.

sparks& honey uses a disruptive marketing platform and model called Wave Branding by which it executes market research, creative development and media distribution. Teamed up with its modern marketing squad, sparks & honey uses proprietary tools, algorithms and human insights to create emerging cultural waves and engage brands in authentic and meaningful content. This team works in a modern data visualization hub of the new agency.

The Content Lab of the agency entwines the "pace and nimbleness" of a newsroom with that of creativity. In order to serve its clients and strengthen its market position, the company leverages a world class marketing team of cultural strategists, futurists, behavioral scientists, creative technologists, content specialists and client service pilots--to name a few.

The launch of sparks & honey commenced with its inaugural client, Clinique, based on the idea to invigorate next generation wave of marketing and co-create an innovative model for the client. Sparks & honey will blend its essence of a reinvention of the agency model across all of the core disciplines of its client.

Over time, Omnicom's branded networks and numerous specialty firms have been providing advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services worldwide. It directly competes with its peers, such as The Interpublic Group of Companies Inc. (IPG), Publicis Groupe SA (PUBGY) and WPP pl. (WPPGY).

We currently maintain a long-term Neutral recommendation on the stock. Omnicom has a Zacks #3 Rank, which translates into a short-term Hold rating (1-3 months).


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