The ‘anti-consultancy’: OMD CEOs prove naysayers wrong, set new direction with behavioural science, UX, CX first of ten new products in push to break agency mould – say rivals still conflicted on tech

When Aimee Buchanan jumped ship to archrival GroupM, the knives were out for OMD’s joint CEOs Laura Nice and Sian Whitnall. “The only way is down,” per one nameless exec. One year on, they’ve so far proved the doubters wrong, retaining Coles and landing the consolidated NSW Government account, where a new behavioural science unit helped nudge the business over the line. By 2025, they’re aiming to launch ten similar new products in a push to break the media agency mould, with CX and UX top of the agenda. Unlike some rivals, they’re uninterested in going toe-to-toe with the big consultants eating market share, while suggesting rivals remain conflicted on tech recommendations now driving a big chunk of their cash. They think a very different leadership style to the previous regime is now paying off, and have even accepted the so-called ‘twats’ model – staff mostly in Tuesdays, Wednesdays and Thursdays – is working.

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