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

Omnicom, never known for being shy about commandeering attention away from bigger matters, plans to hit Cannes Lions next week with a raft of partnerships and announcements that push it deeper into investing across social, influencer, retail media and e-commerce, all with the aim of advancing KPIs from media metrics to sales metrics for its clients. 

The holding company is basing many of its moves on the findings of recent research that shows how the connected commerce experience, when organically blended with entertainment and social media, is eroding the traditional sales funnel model, as evidenced by changing consumer patterns that show an accelerated path to purchase — and laying waste to conventional wisdom around the purchase funnel. 

The research is a followup to earlier work laid out during the Consumer Electronics Show which identified influencers and creators as having an outsized effect on consumer purchase habits. 

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