Omnicom signs mega CRM contract

Omnicom has signed a global deal with Salesforce to build a huge CRM platform, enabling agencies in the group – such as Rapp, Proximity, DDB and TBWA – to offer clients the ability to track every customer interaction.
The partnership follows Omnicom’s broad deployment of the Salesforce CRM platform internally last year, and will now give its clients access to the service. The group’s most prized clients include Unilever, Pepsico, Apple and Intel.
The CRM platform covers marketing, sales, communities and customer service and will be tailored to the specific needs and business processes of each client.
Annalect, Omnicom’s data, technology and analytics subsidiary, will manage the new platform which will be hosted by a dedicated Salesforce unit.
Omnicom Digital chief executive Jonathan Nelson said: “In this always-on, always-connected world, marketers face more complexity than ever before. By bringing together Omnicom with Salesforce, the world’s leading CRM company, in a way that has never been done before, we will be able to span every consumer touchpoint, both online and offline, which is a real first-mover advantage for our clients.”
The move comes as Omnicom has revealed it is the first holding company to partner with Atlas on the launch of its new ad serving platform, enabling clients to reach customers across devices and bridge the gap between impressions and offline purchases.
Nelson added: “We know 65% of all shoppers use their mobile devices while out shopping, but, unfortunately, cookies don’t work – or don’t work well – on mobile devices and thus fall short when accompanying a customer on a shopping journey.
“Atlas is exciting because it solves that problem and works across multiple devices, thus building a bridge from a stationary, offline device such as a home PC to the mobile device that’s right in the shopper’s hand.
“By reaching all the way from contemplation of purchase to the actual point of sale, Atlas is a compelling new offering for Omnicom’s clients and their brands.”