Omnicom's Cannes strategy starts with purchase-path research showing just how much has changed

Omnicom's focus on social, influencer, retail media, and e-commerce aims to drive media and sales metrics improvements for clients amidst changing consumer purchasing patterns.

Research by Omnicom points to influencer impact on consumer behavior, leading to a disrupted traditional sales funnel model and challenging existing investment strategies.

Findings indicate a non-linear shopping journey for consumers, with a majority skipping phases from discovery to purchase, emphasizing the need for new approaches to marketing and commerce.

Read at Digiday