Dive Brief:

• The Omnicom Advertising Collective, a portfolio of integrated marketing agencies within Omnicom Group, today (Aug. 15) announced the launch of LevelUp OAC, a marketing solution for brands seeking to tap into gaming, according to details shared with Marketing Dive.
• LevelUp OAC combines the expertise of agencies TMA and GSD&M. TMA has over a decade of experience in the space with capabilities around gaming brand strategy, content creation, influencer engagement and experiential activation. GSD&M offers in-game advertising solutions and in-house game experience design and augmented and virtual reality capabilities.
• With the launch of a specialized solution, the Omnicom Advertising Collective seeks to help brands connect and engage with the gaming community that now numbers nearly 3 billion people globally, per Newzoo data cited by Omnicom.

Dive Insight:

Omnicom's LevelUp OAC aims to help brands navigate the gaming space by combining the expertise of two of the creative-first agencies that are part of its Advertising Collective. Along with the growing global audience cited by the holding company, the gaming market represented $47 billion in U.S. software and services sales in 2021, per eMarketer, and offers plenty of opportunities for marketers and advertisers.

LevelUp OAC combines TMA's capabilities around brand strategy, content creation, influencer engagement and experiential activations with its relationships with platforms, publishers, esports teams and industry events that have been forged over a decade in the space. GSD&M offers in-game advertising experience and has crafted campaigns for retail and CPG brands across a variety of gaming environments.

"Marketing to gamers requires specialized skill sets and seasoned professionals who live and breathe the gaming culture," James Fenton, CEO of the Omnicom Advertising Collective, said in a statement. "LevelUp OAC brings together our most passionate and seasoned talents in the gaming space and offers a single source solution for brands who want to engage with gamers in an authentic, 360-degree way."

Along with the expertise of TMA and GSD&M, LevelUp OAC brings together other capabilities around earned media and PR, commerce and digital development through partnerships with other Omnicom Group agencies, demonstrating the ability of agency holding companies to leverage partner agencies when crafting comprehensive solutions for brands.

Omnicom joins Dentsu Group in offering a specialized gaming solution. Dentsu Gaming, launched last year, supports the group's production, media, creative and customer experience management agencies, including Carat, Dentsu X, iProspect, Isobar, Dentsumcgarrybowen, Merkle and the Content Business Design Centre.

Despite the fragile advertising environment, Omnicom last quarter reported organic revenue up 11.3% year-on-year to $403.8 million and increased its full-year projection for organic revenue growth to 6.5% to 7% versus earlier estimates of 6% to 6.5%. The company is looking to build on strengths in e-commerce, retail media, precision marketing, performance media and other areas.