Omnicom Media Group is aiming to capture a larger slice of the £170.8bn global ad budget spent across Google platforms by launching its TRKKN digital analytics and cloud consultancy in the UK.
The division, which specialises in Google Marketing and Google Cloud platforms, has already grown from five EMEA countries (Austria, Germany, Spain, Sweden and Switzerland) to 13 markets across APAC, EMEA and North America with the addition of the US, Australia, Denmark, the Netherlands, Norway, Finland, Portugal – and now the UK – over the past seven months.
Founded in Germany in 2008, TRKKN was one of the leading Google Marketing Platform (GMP) and Google Cloud Platform (GCP) partners in Europe when it was acquired by OMG in 2015.
Under OMG’s ownership, the TRKKN offer has expanded from Google reseller to encompass a wide range of services to help clients manage their Google marketing and cloud stack, including digital analytics, ad tech, conversion optimisation, advanced analytics and AI, cloud engineering, training and support, advanced builds and full strategy planning across Google products.
A recent Gartner survey revealed that marketers use just 42% of their martech capabilities. At the same time, the number of marketers who are moving certain elements of their digital marketing efforts in-house increases every year. The combination of these dynamics provided the impetus for taking TRKKN global in 2022.
TRKKN UK will maintain its status as an independent provider within OMG under the leadership of Chris Swarbrick, who has spent the past decade at OMG UK, most recently serving as managing partner of adtech strategy.
Swarbrick said: “At the heart of the TRKKN offer is a simple promise: helping brands use technology to build deeper consumer connections. My priority will be assuring the talent and technology needed to deliver on this promise for every client, every day, to grow their businesses.”
Omnicom Media Group UK chief executive Dan Clays added: “Digital transformation is an ongoing priority for marketers and, for many, the opportunity to capitalise on the scale and scope of the Google stack to drive better results is a key part of that journey.
“In this environment, marketer and agency operating models are also rapidly evolving, from agile service solutions supporting in-housing teams to always-on agency models. This has presented the perfect moment to bring TRKKN to the UK market – to further accelerate digital transformation for marketers and specifically to help capitalise on the scale and scope of the Google stack, in a way that is compatible for their business.”
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