Overview
GroupM & Omicom Media Group
Building Agency Partnerships to Unlock 30+ Client Accounts
At a pioneering AdTech startup, I was responsible for executing an agency-first growth strategy designed to establish relationships with the UK’s largest media holding companies and create a scalable route into their client portfolios.
I built partnerships across GroupM and Omnicom Media Group, securing Preferred Supplier status, expanding our presence across their agency networks and helping unlock opportunities across more than 30 client accounts.
The Objectives
Role: Client Solutions Director
Build strategic partnerships with GroupM and Omnicom Media Group that could provide access to their agencies and extensive portfolios of global brands.
Establish credibility for an emerging AdTech business by proving value through successful client campaigns, then using that evidence to deepen relationships across Strategy, Planning, Performance and senior leadership teams.
Reduce barriers to future opportunities by securing formal partnership agreements and creating a more scalable route for introducing Managed Service and SaaS solutions across agency networks.
Expertise
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Agency Growth Strategy
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Strategic Partnerships
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Senior Stakeholder Management
The Approach
Building the Agency Network
Proactively developed relationships across Wavemaker, MediaCom, PHD, OMD and OmniGov, using existing contacts, successful case studies and internal referrals to establish connections with relevant Strategy, Planning and senior account stakeholders.
Creating a Route Into Client Accounts
Used Managed Service solutions as an accessible entry point to understand agency and client requirements, demonstrate the technology and build credibility before identifying opportunities to introduce broader SaaS capabilities.
Turning Results Into Agency Credibility
Worked with Sales and Marketing to use successful campaigns and client results as evidence shared with senior investment stakeholders across GroupM and Omnicom, strengthening the agency’s profile and demonstrating the potential value across their wider networks.
Formalising Strategic Partnerships
Helped convert growing relationships into formal partnership agreements, including Preferred Supplier status, creating easier access to client teams, innovation sessions and proactive introductions to client accounts, while reducing procurement barriers to future opportunities.
The Brands
The Results
Access To 30+ Client Accounts
Agency Partnership Value
Established a trusted technology partner that agency teams could introduce across relevant client accounts to drive media performance gains.
The partnership provided access to innovative managed services and SaaS solutions while simplifying the process of introducing AdTech capabilities into clients' media strategies.
Account Growth
The partnerships helped unlock opportunities across 30-plus client accounts, increased market share against our primary competitor and created access to Strategy, Planning and senior account teams across two of the UK’s largest media networks.
This partnership approach was soon adopted for other media networks such as Publicis and independents such as the7stars and Total Media.