Omni is designed to identify and define personalised consumer experiences across creative, media and CRM. 

The company said Omni would allow Omnicom teams to work better – collaborating and delivering value, from insights generation to audience building, channel planning, creative development and message distribution. 

At the core of Omni is a database of connected consumers built from identity authorities including Neustar, LiveRamp and Experian. The identity graph shows how people connect, engage and transact with brands.

The methodology it uses to join data sets respects regional regulatory and privacy practices.

Omnicom Media Group CEO, Daryl Simm, said: “When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media. With Omni, we’re extending everything we’ve learned to transform the entire marketing process.”

Omni was developed and hosted by Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), and continues the group’s strategy of neutrality with no ownership interest in data or tech partners.

It is designed to integrate with marketing cloud providers, allowing clients to get the most from their first-party data and mar-tech investments.