SYDNEY, Today: Omnicom Oceania is putting serious weight behind marketing effectiveness, signing a multi-year partnership with the MiniMBA in Marketing.
More than 1,000 employees across Australia and New Zealand will complete the globally recognised programme over the coming years.
It is one of the biggest coordinated capability pushes the region has seen, and a pretty clear signal that Omnicom is thinking well beyond business as usual.
The partnership will focus on Omnicom Oceania’s client-facing leadership teams, helping build a shared understanding of brand strategy, effectiveness, commercial fundamentals, ROI and evidence-based decision-making.
It also comes at a time when marketers are juggling more channels, audiences and expectations than ever before.
Omnicom Oceania believes the next wave of growth will come from improving the value exchange between brands and customers, not just squeezing more from the same funnel.
“Marketing has become more complex, and the expectations on CMOs have expanded significantly,” said Nick Garrett, CEO Omnicom Oceania.
“For a long time, the industry has focused on extracting value from customers. The real opportunity now is creating more value for them and that requires a different level of thinking.
“What makes this partnership different is the scale. We’re not investing in capability for a few; we’re embedding it across our entire client-facing leadership.
“We talk a lot about building a culture obsessed with effectiveness, but you can’t do that without backing it with real investment. This means all our leaders, no matter what discipline, not only having far deeper knowledge, but are singing from the same hymn sheet, using the same definitions and benchmarks of success for our clients”.
“We’re not investing in capability for a few; we’re embedding it across our entire client-facing leadership.” – Nick Garrett, CEO Omnicom Oceania
For employees, the programme offers a long-term career development boost, with globally recognised capability that goes well beyond their current roles.
For clients, it means access to teams using proven, evidence-based thinking to sharpen marketing investment decisions and connect work more directly to measurable business growth.
Mark Ritson said the scale of the partnership reflects a wider shift in how leading organisations are approaching marketing capability. “You don’t often see this level of commitment to marketing effectiveness within a single organisation,” said Mark Ritson.
“This is about embedding a consistent way of thinking at scale across markets, clients and teams and that has the potential to materially lift the standard of marketing in the region.
“This isn’t training for training’s sake. When you put more than a thousand people through a rigorous, evidence-based program like the MiniMBA, you’re improving decision-making at scale. “That leads to better strategy, better allocation of budget, and ultimately, better commercial outcomes.
“We know that around 95% of participants don’t just enjoy the program, it makes them a better marketer almost immediately. It’s exciting to think about what Omnicom Oceania will be able to deliver for clients with this level of capability embedded across its teams.”
Developed and taught by Mark Ritson, the MiniMBA covers brand strategy, commercial marketing fundamentals, effectiveness and return on investment.
By investing at this scale, Omnicom Oceania is aiming to build a more effective network, deliver more effective work and drive measurable growth for clients.
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