As brands accelerate investment in connected commerce and retail media, Omnicom’s latest industry recognition highlights the growing importance of integrated data, AI, and commerce strategy across modern marketing ecosystems.
Omnicom Group announced it has been named a Leader in The Forrester Wave: Commerce Services, Q1 2026 by Forrester Research. The Omnicom Forrester Wave recognition reflects strong performance across a comprehensive 23 point evaluation assessing strategy, innovation, execution, and commerce capabilities.
According to the report, Omnicom received the highest possible scores in 18 criteria, including B2C commerce strategy development, AI powered commerce strategy and operations, retail media activation, digital shelf analytics, CRM and loyalty design, pricing flexibility, partner ecosystem strength, and global delivery strategy. The recognition underscores how commerce services are increasingly converging with data intelligence and artificial intelligence driven marketing execution.
A key factor behind Omnicom’s leadership position is its expansion through strategic acquisitions. The company’s 2024 acquisition of Flywheel Digital significantly strengthened its commerce capabilities, establishing Omnicom as one of the world’s largest retail media buyers with more than 10 billion dollars in retail media under management. Flywheel Commerce Cloud provides access to one of the largest digital transaction datasets, supporting connected commerce experiences across marketplaces including Amazon, Walmart, Target, and Alibaba.
Omnicom further enhanced its data infrastructure through the 2025 acquisition of Interpublic, gaining access to Acxiom Real ID, a global identity solution covering 2.6 billion verified consumer profiles. Combined with trillions of commerce, media, and cultural signals, the company now operates what it describes as a high fidelity global view of consumer behavior, enabling marketers to connect planning, activation, and performance measurement within a unified framework.
Central to this approach is Omni, Omnicom’s AI driven marketing intelligence platform. Built on Acxiom Real ID and enriched with real time commerce signals from Flywheel Commerce Cloud, Omni provides teams with a consistent source of truth across the customer journey, supporting more informed strategic and operational decisions.
The Forrester evaluation noted that Omnicom’s connected commerce vision differentiates the company by spanning physical retail, online marketplaces, and direct to consumer experiences while enabling co innovation with partners such as Adobe and Salesforce alongside retail platforms including Amazon, TikTok Shop, and Walmart.
“Our ranking in this Forrester Wave™ confirms Omnicom’s leadership in commerce services,” said John Wren, Chairman and CEO of Omnicom. “With the integration of Flywheel and Acxiom into our commerce capabilities, we’ve built the industry’s most powerful intelligence engine that will help our clients transform every consumer touchpoint into a driver of measurable sales growth.”
“Omnicom offers outstanding commerce strategy development and execution in most facets of commerce, including physical point-of-sale solutions, CRM and loyalty programs, retail media, and commerce organization design,” the report continues. “Customers praise Omnicom’s ability to perform as a single agency, giving them access to a large talent pool. They acknowledge it’s unlikely they will encounter a challenge Omnicom hasn’t already tackled.”
The Omnicom Forrester Wave recognition highlights a broader shift toward unified commerce ecosystems where marketing, retail media, identity, and analytics converge. As brands seek measurable growth across increasingly complex buying journeys, integrated commerce platforms powered by AI and data intelligence are emerging as critical drivers of competitive advantage.
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