Microsoft Advertising and Omnicom Group Inc. Strike Creative Alliance

Together the companies will build custom advertising segments and display advertisements that can be targeted across virtually any digital screen

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Omnicom Group Inc.

Mar 10, 2011, 04:00 ET

NEW YORK, March 10, 2011 /PRNewswire/ -- Today, Omnicom Group Inc. (NYSE: OMC) and Microsoft Corp. announced plans to establish a global creative exchange – a first of its kind for Omnicom and Microsoft – in which Microsoft will provide technology ambassadors to Omnicom's agencies, the global leaders in creativity, to help them simplify the process of developing advertising content that can be utilized across multiple screens.

As part of the agreement, the Microsoft technology ambassadors will work with Omnicom creative directors and with media strategists to enhance the effectiveness of storytelling across virtually any digital screen, including the PC, TV and mobile. Unlike other display media partnerships, which are primarily "performance media"-based, this agreement focuses on creating more relevant brand display advertising that can be repurposed across screens. The deal will also give Omnicom access to premium display inventory across Microsoft properties.

"This alliance with Microsoft underscores our commitment to our clients and our clients' brands. We are always seeking new solutions that are based on client needs and fueled by new insights, audiences, platforms and content. Our arrangement with Microsoft is very much in keeping with this strategy," Jonathan Nelson, CEO of Omnicom Digital, said.

To gain a better understanding of consumer behavior on each screen and improve display advertising relevance, Omnicom and Microsoft will also build a catalog of custom consumer segments that are relevant to Omnicom's clients. Custom segments would include groups such as car enthusiasts, moms, millennials or teens, to name a few. Advertisements to these groups would then be targeted to anonymous consumers across Microsoft's media network, which includes digital advertising on the PC, Xbox LIVE and mobile, with the goal of saving time and money in recreating display ads for each screen.

"Technology offers endless possibilities when put in the hands of the advertising community. We need to help creative teams do their jobs more efficiently by providing simplified digital tools so they are able to focus on developing engaging consumer experiences and sequential brand stories across multiple screens," said Richard Dunmall, Vice President, Global Accounts & Agencies, at Microsoft Advertising. "Not only will this collaborative effort advance our efforts in brand advertising, it will simplify the creation of more highly customized solutions for advertisers."

Added Nelson, "As marketers increase online spending, both they and their retail partners will need to more fully comprehend their digital audience's behavior generally as well as how this audience views and interacts with specific campaigns."

This deal with Microsoft Advertising is the latest from Omnicom, whose Omnicom Media Group recently formed Annalect Group to align digital platforms and investment strategies.

The alliance is not exclusive and does not prohibit Omnicom or Microsoft from establishing other partnerships with technology and media companies.

About Microsoft Advertising

Microsoft Advertising provides advertisers and publishers with media, tools and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as Bing, MSN, Windows Live, Xbox LIVE, and partner properties. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages. Visit http://advertising.microsoft.com for more information.

About Microsoft

Founded in 1975, Microsoft (Nasdaq "MSFT") is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

About Omnicom Group Inc.

Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

SOURCE Omnicom Group Inc.