About Jonathan Nelson
In a 2016 interview, Jonathan Nelson, then Global CEO Digital at Omnicom, described the marketing industry as entering a new era that combines "sight, sound and motion with analytics, data and a global audience raised on iPhones." He stated that marketing and post-purchase are coming together in a new way, and that clients are seeing budgets rise because the people needed to deliver interdisciplinary ideas are rare and command higher pay. Nelson said Omnicom brings together over 200 brands—including PR, health care specialists, traditional and digital agencies, strategy groups, data groups, and media buyers—to provide a holistic view of a brand's marketing needs.
Nelson noted that Omnicom spends tens of millions of dollars on education programs and events to connect people and share ideas, adding that "as much as it's tools and tech, it's really people that come up with great innovative ideas." He said customer centrism has been central to Omnicom for about 25 years, and that the industry needs to focus on delivering the right message that is "finely tuned and customized for the consumer" to create a personalized, holistic experience.
Source: AI-verified profile updated from Jonathan Nelson's recent appearances.
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Transcript (1 segments)
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Jonathan Nelson0:11
We're entering something that really combines video – sight, sound, and motion – with analytics data, with a global audience, with a generation raised on iPhones. So I think we're really coming to a period where marketing, sales, and post-purchase really come together in a new and interesting way. So what we're seeing in the agency environment is that clients are realizing that there's a lot of differentiation between the work: the work is not just creative work but also media work, data, and strategy work all coming together to work on their behalf. We're seeing budgets go up because the types of people needed to deliver these – together a series of marketing companies whether they're PR, healthcare specialists, above-the-line traditional style agencies, digital agencies, strategy groups, data groups, and media buying, many many others – to create a holistic view of what a consumer or actually really a brand's marketing needs are. Omnicom is a really large company; we have over 200 different brands, and so we are constantly working on communicating our capabilities not only internally but also externally. At Omnicom, we spend tens of millions of dollars on education programs, on bringing people together to share ideas, to come to places like Cannes, to show the work, to get awarded for the work, and to make those connections between people because what we at Omnicom have been doing for about 25 years. If you think about it, if marketing is about the right message to the right person at the right time on the right device, we've become very very good on the media and analytic side of the equation: the right person, the right device, at the right time. What we really need to work on is the right message, and then making that message finely tuned, customized for the consumer, so that we bring all those things together to create a holistic experience that's personalized and customized for the consumer.
