OMD leads Omnicom Media Group to top slot in the Middle East in 2006

The latest monitoring figures for 2006 indicate that the group, which comprises the networks OMD and PHD, led the market with $700 million in gross billings for the GCC and the Levant.

The report also shows that OMD, together with its regional affiliates, was the most significant investor in media even as a single brand, with $633 million. This is the result of sustained organic growth from existing clients as well as a number of significant account wins across the region.

PHD, launched at the end of 2005, has also witnessed a rapid progression, to rank 11th in just one year with $66 million, also according to the data released by PARC. The year was marked by a series of new assignments from existing clients, as well as several new wins. In 2006, PHD implemented etna, the network's proprietary planning process, which includes the revolutionary neuroplanning system.

Omnicom Media Group developed its service offering last year by adding several specialist units to its research and insights consultancy, Integral. These include OMD Digital, the largest digital media specialist integrated into a communication planning agency, OMD International, handling non-Middle Eastern communication requirements, and Fuse, the branded content and experiential marketing specialist unit.

Last year saw some $20 million being invested in digital media at rate card value, which represents a progression of about 30% on 2005. OMD Digital, the leading investor in digital media in 2005, repeated the performance in 2006. With an estimated 24% share of the total gross investments in online and mobile media, against 20% the year before, OMD Digital is undeniably the most significant player in the market.

"Despite a number of regional upheavals, the market performed very well last year, showing a real progression of some 15%," commented Elie Khouri, regional managing director of Omnicom Media Group.

"We're very pleased to have exceeded this market growth and maintained our leadership position."

Khouri added that while this is not a goal in itself, it enables the company to invest and develop not only in its own future, but also that of the industry as a whole.

"We see our role as a catalyst for change, for our clients first but also the industry at large," he explained. "What drives us is the ability to deliver results for our clients and promote their growth in the market. This performance allows us to grow our own staff, investing in training and technology, and develop our understanding of consumers and media, through proprietary research like 'Changing Lives', our consumer profiling and segmentation survey in Saudi Arabia last year, and our active involvement in industry initiatives such as Project Illumination and Castor. There is plenty more in store this year. We have several new developments up our sleeves and intend to work towards the implementation of global best practice in the market, again for the benefit of all."

2007 will also see OMD celebrating its fifth anniversary in the region, an occasion to be marked through events and industry initiatives.