In addition, Omnicom and Salesforce.com will create a number of “social media command centers” that will consist of consultants, portable kiosks and mobile apps in Omnicom agency hubs in London, San Francisco, Chicago and New York.
"This new agreement with Omnicom is a great opportunity for us to help Omnicom better harness its data and create ads that are more closely aligned to what people are interested in and their shopping behaviors," noted Gordon Evans, VP of marketing at Salesforce.com.
Similar to the way that its competitor Publicis Groupe directs digital-media buying and tools through a unit called VivaKi, Omnicom formed Annalect Group three years ago to centralize its digital-media tools and buying power, tapping former PHD US CEO Scott Hagedorn to head it.
But whereas Publicis Groupe has built out its digital offerings by acquiring firms like Rosetta, Razorfish and Digitas, Omnicom has largely obtained its digital capabilities through integrations with other companies such as with digital marketing provider Kenshoo, digital ad company MediaMind and now Salesforce.com.
At a recent earnings call, Salesforce.com CEO and founder Marc Benioff re-affirmed the cloud software company’s plans to become “number one” in marketing solutions.