Exclusive: OMG prime retail media chops in partnership with Amazon Ads

The third year of Omnicom Media Group’s (OMG) Amazon Commerce Acceleration Program, OMEGA, has seen talent from TRANSACT Australia take home the top prize for Australia and New Zealand.

The program, co-developed with Amazon Ads, is designed to upskill talent and embed Amazon experts across OMG regions, agencies and teams.

More than 900 of OMG’s global talent took part this year, including 150 from Australia and New Zealand.

The competitive component of the program, ‘OMEGA’s Got Talent’, saw talent pair up to pick an OMG client with paid activity on Amazon and conduct a client audit, before developing a solution.

Priming talent to leverage Amazon’s retail media offering, the audit included reviewing a client’s retail readiness, brand store, sponsored ads and amazon DSP strategy. Teams then provided a recommendation on how this could be enhanced, together with how the brand could utilise Amazon’s Brand Innovation Lab.

TRANSACT Australia activation executive Jasmine Joseph and activation manager Mariana Queiroz took out the top prize for ANZ, winning an ‘Amazon Orange Carpet’ experience in London. The prize includes a visit to Amazon HQ and a celebration dinner at Borough Yards alongside winners from other regions.

Of the program, Joseph said: “Amazon Omega was an excellent way for us to upskill ourselves in Amazons Sponsored Ads and DSP offerings, plus the opportunity to present our ideas and new expertise to our client, Unilever. Being the winning team for the Australia and New Zealand region is such an honour; and meeting the other top teams worldwide was such a great opportunity for knowledge sharing and collaboration. I loved that London was the chosen destination for our ‘Amazon Orange Carpet’ experience!”

Queiroz added: ”Winning this competition feels like the consolidation of hard work with our client, Unilever, and Amazon this year. The program helped not only to enhance my understanding of Amazon’s Ad offerings but also opened doors for more teamwork across the agency, innovation, and professional growth.”

Managing Director of TRANSACT Australia, Mohammad Heidari Far commented: “This year we ran OMEGA training session in partnership with Amazon Australia team, which was the biggest in terms of participation yet. It was fantastic to see how the teams applied their strategic thinking and creativity on client challenges. In partnership with Amazon, we continue to enhance our deep ecommerce capabilities across the region.”


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