Mediaweek held its inaugural Power Lunch in October, celebrating the successes of the media industry and the people who make it.
Taking the top spot on the Agency 50 list was Peter Horgan, CEO of Omnicom Media Group, Australia and New Zealand.
One month on from the event, Mediaweek caught up with Horgan to get his thoughts on the industry, what the year ahead looks like for OMG Australia, as well as his thoughts on taking the top spot.
MW: Congratulations on your #1 spot on our Mediaweek Agency 50 list. What was your reaction to your placement?
PH: Humble, Grateful, and acutely aware that some ribbing was imminent.
Peter Horgan accepting his #1 title from Greg ‘Sparrow’ Graham
MW: How do you think making #1 reflects your leadership style and team?
PH: I have long believed in the power of teams and diversity of skills, but more importantly, diversity of opinion.
This has helped us build collaborative structures internally but also with media partners and clients, where everyone is heard, but decisions/recommendations are clear and transparent.
#1 is a function of leading a scaled business that is seen to operate in a way that is sustainable and respectful of all constituents.
If that has helped garner a good impression of the judges, I am grateful.
MW: What are three industry issues on your mind, and how can they be solved or achieved?
PH: Talent: Many industry initiatives to train and recruit from adjacent industries, importing talent and diversity of knowledge to close the gap. Market forces, however, are shifting at pace, and 2023 will be very different.
Measurement: All the major groups are investing heavily in ROI capability to empower the marketing function and close the loop for their Boards.
Retail Media: Agencies are uniquely placed to help retail clients build a compelling and mutually beneficial new offering to the industry and connect trade and above the line for our FMCG brands, driving connected performance.
MW: What is your outlook for OMG Australia and its assets in the year ahead?
PH: The outlook for 2023 is looking increasingly challenging for everyone.
Our success has always been based on our people focus and the principles of responsible industry leadership, sustainable growth and capability building.
MW: What are your hopes for the industry in the year ahead?
PH: Continued momentum for the agency value proposition. Empower marketers to push back on short-term price squeezers.
Less pitching: The pitch process often descends into a lying competition, and does not reward true capability nor integrity. It is an awful way to select a strategic partner.
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Top image: Peter Horgan