Omnicom acquires Ptarmigan Media as it expands financial services expertise

Omnicom Media Group, the media services division of Omnicom has acquired Ptarmigan Media, a specialist agency that provides end-to-end media and marketing solutions to financial services brands, according to a statement by the agency.

Ptarmigan Media delivers a range of services including fully integrated media planning and buying, market research, search and social, as well as content and creative.

The company also specialises in serving financial services clients in the asset management, life and pensions, banking, trading and platforms, wealth management, fintech, and insurance sectors across APAC, EMEA and North America. It currently has offices globally including in Singapore, Hong Kong, Sydney and New York. 

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“Ptarmigan and Omnicom Media Group have a shared understanding of the complexities of today’s media marketplace. Together, we can help our clients effectively navigate the market to drive business growth by combining the global strength, tools and technologies of Omnicom Media Group, and the deep category expertise Ptarmigan has built over its three decades working in the financial sector,” said Florian Adamski, CEO of Omnicom Media Group.

“The combined capabilities that will result from this acquisition will enable an unprecedented and singular depth of financial services industry expertise and media buying scale, translating to better outcomes for our clients, increased professional opportunities for our people, and accelerated growth as Omnicom Media Group and Ptarmigan join forces,” he continued. 

Adding on, Matt Ball, Ptarmigan's CEO noted that Ptarmigan has always put clients at the centre of everything it does and that becoming part of Omnicom Media Group continues that commitment. 

"Combining our expertise with the scope and scale of Omnicom Media Group’s industry leading tools and technology will have an exponential impact on the value we deliver to the world’s leading financial brands, bringing next level purpose, planning and performance to the challenge of connecting our clients to the world’s financial decision makers,” he said. 

For now, Ptarmigan Media will continue to operate as an independent brand within Omnicom Media Group and will be led by its current management team.

The news comes shortly after FairPrice Group appointed Interpublic Group's UM and Omnicom Group's Homeground United as its media and creative agencies of record for its business, effective 1 June 2023, as confirmed to MARKETING-INTERACTIVE.

This followed a rigorous closed-door review, managed by independent global marketing consultancy R3 which began in January 2023. The agencies were selected for their ability to provide integrated and holistic media, creative and communications counsel and execution of marketing for the group spanning multiple brands including FairPrice, FairPrice Xtra and Finest supermarkets, Cheers convenience stores and Unity pharmacies. 

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