Omnicom to buy Brazilian retail media agencies Outpromo and Global Shopper

Omnicom Media Group, the media services division of Omnicom (NYSE: OMC), has announced the acquisition of two leading connected commerce and retail media agencies in Brazil, Outpromo and Global Shopper. This move sets the groundwork for a dedicated e-commerce and retail media performance agency within the Brazilian market under Omnicom Media Group.

Established in Sao Paolo in 1999, Outpromo has grown into a leader in building and growing brands in the omni-commerce space. It delivers specialized services such as retail e-marketing, e-commerce, social commerce, and retail media to various clients. Global Shopper focuses on commerce, innovation, and digital transformation, offering frictionless experiences between brands and consumers.

The CEOs of both Outpromo and Global Shopper, Ricardo Franken and Mauricio Gallian respectively, will maintain a minority stake in the companies and continue to serve in their current roles.

“We have known Mauricio and Ricardo for many years, and they have been terrific partners to Omnicom agencies,” said Florian Adamski, CEO of Omnicom Media Group. “Connecting this expertise with Omni Commerce will create end-to-end solutions that enable always-on insights, activation, optimization and attribution across the entire commerce landscape.”

Global Shopper CEO Mauricio Gallian echoed this sentiment, saying “From this common perspective, we will partner to advance our clients’ results not only in conversion but also in awareness and consideration through a full funnel view and a deep understanding of the entire consumer journey.”

Outpromo CEO Riccardo Franken added, “The combination of our category and regional expertise and Omnicom Media Group’s industry-leading tools and technology, powered by Omni, translates to a big win for our clients and our people.”

The deal, whose financial details remain undisclosed, is expected to close in the third quarter, subject to regulatory approval and other customary closing conditions.