Omnicom brings Google martech consultancy TRKKN to Oceania

14 December 2022 Consultancy.com.au 2 min. read
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Australia has welcomed a new Google platform-focused analytics, advertising tech and cloud consultancy: TRKKN.

Global media and marketing giant Omnicom has launched its subsidiary TRKKN in the Australia and New Zealand market.

A Google marketing and cloud specialist headquartered in Germany, the A/NZ launch is part of a wider global rollout, and will be led locally by newly-appointed managing director Gavin Lockhart, who oversees an initial multidisciplinary team of 20 local specialists.

Omnicom brings Google martech consultancy TRKKN to Oceania

“As Omnicom navigates new horizons in the media landscape, data and technology is the mainstay in meeting the evolving demands of our clients and the customers they want to interact with,” said A/NZ Group CEO Peter Horgan. “As our customers become increasingly focused on the power of data, regulation, data security and protecting consumer privacy, all become part of the marketing function’s vocabulary.”

Established by former Google employees in 2008 and acquired by Omnicom in 2015, TRKKN (which has been rebranded from Trekken as part of its international expansion) supports clients with consulting and managed services across the Google tech stack, including with artificial intelligence, machine learning, automation and privacy solutions built on Google Cloud.

The local team will be supported by 180 global certified experts.

“This consolidation of marketing, advertising and cloud technologies under one brand will help us to offer a much more streamlined consultancy, meet changing demands of advertisers, develop end-to-end marketing solutions and tap into a global network of expertise to deliver ROI to our clients,” said Lockhart, who is joined by A/NZ data and cloud technology lead Philip Forrest, and Ben Whall, head of advertising technology.

The new local operations will cover Sydney, Melbourne, Brisbane and Auckland, while internationally TRKKN – currently Europe’s second-largest Google Marketing (GMP) and Google Cloud (GCP) partner – is also set for expansion to other parts of Asia Pacific, North America, the Middle East and Europe in the coming weeks, including the UK, Singapore, UAE, and US. A second wave of expansion is slated for the months ahead.

“This expansion reflects two concurrent trajectories in today’s global marketplace – the expanding scope and scale of brands’ relationship with Google, and the changing shape of agency/client engagement,” said OMG CEO Florian Adamski, “At a time when clients need more help than ever in managing their Google marketing stacks, more clients are in-housing or adopting hybrid media solutions for greater independence.”

Adamski continued: “Our challenge is to solve for both realities – and that means assuring global best practices that enable Google efficiency and effectiveness, as well as making these solutions accessible in the context of today’s more fluid agency/client relationship. Taking TRKKN global – while maintaining its status as an independent provider – meets this challenge.”