OMG launches Momentum, its global ESG operationalisation solution, in MENA

OMG launches Momentum, its global ESG operationalisation solution, in MENA

Dubai: OMG MENA, the holding company of OMD, PHD, Hearst & Science, TRKKN and Annalect among other units and consultancies, has announced the launch of OMG Momentum. This first-to-market, enterprise-level global solution operationalises its clients’ Environmental, Social and Governance (ESG)-driven media investments. OMG Momentum uses a suite of products, like ‘The Global ESG Toolkit’, and systems to help clients align their media investments with their ESG priorities. It illustrates the group’s full commitment to helping its clients develop campaigns that deliver more than just high brand and business results, but also on their development and societal values. This is becoming an urgent priority for marketers as MENA consumers place ESG considerations increasingly high in their consumption choices. A recent survey by PwC has shown that the region’s shoppers are ahead of their global peers in considering ESG as a key factor in building consumer trust and when buying a product or service. 31% of Middle East respondents (vs.18% globally) say they would always recommend a company or brand with a good environmental record. This is particularly true for Gen X consumers who over-index on several metrics against their Gen Z peers. Powered by Omnicom’s marketing orchestration platform Omni and aggregating