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OMNICOM MEDIA STUDY REVEALS NEW RULES FOR BRAND GROWTH IN THE ERA OF FRAGMENTED INFLUENCE
Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, today released a new research report - TheFuture of Brand Influence - revealing how the dynamics of brand growth are being reshaped by a fragmented and increasingly complex influence ecosystem, where traditional advertising now represents just one of many forces shaping consumer decision-making - alongside influencers, peer commentary, retail environments, and AI-driven recommendations.
About this update from Omnicom Group Inc.
[{"type":"text","content":""Future Of Brand Influence" Outlines How Brands Must Balance Human Connection and Machine Intelligence to Drive Growth","length":128,"tagName":"p","attribs":{}},{"type":"text","content":"NEW YORK, Jan. 5, 2026 /PRNewswire/ -- Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, today released a new research report - The Future of Brand Influence - revealing how the dynamics of brand growth are being reshaped by a fragmented and increasingly complex influence ecosystem, where traditional advertising now represents just one of many forces shaping consumer decision-making - alongside influencers, peer commentary, retail environments, and AI-driven recommendations.","length":489,"tagName":"p"},{"type":"image","alt":"","displaySize":"","headline":null,"caption":"","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":225,"url":"https://media.zenfs.com/en/prnewswire.com/bca402cd29d82cd1b17faff85bf6bdf3"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/RCPidr3ueuvIDlak.tgYxA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTM5NztjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/bca402cd29d82cd1b17faff85bf6bdf3","width":400,"height":225}},"href":"https://mma.prnewswire.com/media/2854594/Omnicom_Media.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"Supported by research 1 conducted by Omnicom Media Intelligence, the report explores how the long-standing fundamentals of brand growth - physical and mental availability - must now be expanded to include emotional availability, as consumers exert greater control over how, where, and from whom they receive information.","length":325,"tagName":"p"},{"type":"text","content":""Influence used to be relatively linear and predictable," says Joanna O'Connell, Chief Intelligence Officer, Omnicom Media North America and lead author of the study. "Today, brand messaging exists alongside everything from influencer opinions to AI-generated answers - and that means brands must earn emotional relevance and trust across a much broader set of touchpoints."","length":398,"tagName":"p"},{"type":"text","content":"The research provides context for several first-to-market collaborations between Omnicom and leading retailers and social platforms, which will be unveiled this week at CES. These partnerships are designed to help ...