Forrester Names Omnicom Group Commerce Services Leader, Citing Flywheel and Acxiom Data Assets

Forrester Accolade Sharpens Omnicom's Commerce Push

Omnicom Group is named a Leader in The Forrester Wave™: Commerce Services, Q1 2026, after scoring the highest possible marks in 18 of Forrester’s 23 evaluation criteria. Forrester highlights Omnicom’s strength across B2C commerce strategy development, AI‑powered commerce strategy, retail media activation, digital shelf management, CRM and loyalty design, and global delivery strategy. The recognition follows Omnicom’s strategic moves to build integrated commerce capabilities that span physical stores, online marketplaces and direct‑to‑consumer channels.

The accolade is closely tied to Omnicom’s acquisitions and data assets, which executives present as differentiators in the evolving retail media and commerce consulting market. Omnicom establishes itself as one of the world’s largest buyers of retail media following its 2024 purchase of Flywheel Digital, which brings more than $10 billion of retail media under management and access to Flywheel Commerce Cloud — described by the company as the largest digital transaction dataset across hundreds of retailers and marketplaces including Amazon, Walmart, Target and Alibaba. Forrester cites Omnicom’s vision of connected commerce and its co‑innovation with partners such as Adobe and Salesforce as central to the firm’s strategy.

Omnicom also strengthens its identity and measurement foundation through its November 2025 acquisition of Interpublic, gaining access to Acxiom Real ID™, a global identity graph the company describes as 2.6 billion verified IDs, enriched with trillions of media, content, cultural and commerce signals. Those assets feed Omni, Omnicom’s AI‑driven marketing intelligence platform, which the company positions as a single source of truth from planning through performance. Forrester notes Omnicom’s combination of data, technology, in‑store expertise and Credera’s commerce technology leadership as a cohesive offer to help clients convert audience insight into measurable growth.

Industry implications and capabilities

Omnicom’s mix of scale in retail media buying, proprietary transaction data and partner ecosystems positions it to influence media activation and merchandising across marketplaces and physical retail. Advertisers seeking integrated commerce outcomes increasingly value unified measurement, real‑time signals and identity resolution that Omnicom highlights in its service pitch.

Outlook for clients and competitors

By pairing Acxiom Real ID with Flywheel signals and advanced ID‑less solutions, Omnicom aims to deliver cross‑platform identity intelligence and sharper ROI reporting for global clients. The Forrester recognition underscores a broader industry shift toward data‑centric, technology‑driven commerce services rather than point solutions.