Omnicom’s DAS Builds Up Online Analytics With Two Acquisitions


Credit: Flickr / Uriel 1998

Omnicom Group’s Diversified Agency Services unit has acquired online consumer researcher Communispace, a further sign that analytics continued to be a hot area for M&A activity among media companies. The announcement of the deal, which was in conjunction with the ad holding company’s Q4 earnings report, followed Friday’s news that the Omnicom division had bought another marketing analyst, The Modellers. Terms of both deals were undisclosed.

Compared to rivals Publicis Group and WPP Group, Omnicom has been relatively low key in terms of digital acquisitions the past few years. Still, as Jonathan Nelson, Omnicom’s digital CEO, told us in October ’09, the company regarded itself as an early player in the digital game, buying up interactive shops in the late 1990s. Since then, it hasn’t felt the need to do much more.

These two deals don’t necessarily mean that Omnicom is going on a buying binge. But with Q4 profit having risen a decent 4.2 percent on equally healthy revenue gains of 5.3 percent, the company might be a little more motivated to buy a bit more now than in past years, when budgets were a lot tighter. Details on The Modellers’ acquisition is here, while the Communispace info is here.

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