How Omnicom Built an AI Marketing Platform on AWS Cutting Costs 90%

Running one of the world’s largest marketing networks means managing creative at a scale that defies conventional infrastructure. Omnicom’s hundreds of agencies span 70 countries, producing campaigns for some of the world’s most recognized brands. But behind the creative output sat a fragile foundation: nine separate data centers struggling to support 9,000 data sources, 400 billion daily events, and the compliance requirements of dozens of global markets. The friction was measurable — teams spent time managing infrastructure rather than building campaigns.

The first phase of transformation was a full migration from on-premises data centers to AWS. Moving 75 petabytes of data required a methodical approach: Omnicom standardized data ingestion using Amazon S3 Intelligent Tiering to handle 90+ petabytes across 100+ data sources, and adopted Amazon Redshift for processing 400 billion daily events. The migration eliminated data silos that had previously prevented data scientists from analyzing cross-agency signals at scale.

With infrastructure consolidated, Omnicom built its AI capabilities on top. Amazon SageMaker AI powers real-time campaign analytics and media optimization, enabling agencies to shift strategy mid-campaign based on live audience signals. Amazon Bedrock provides the generative AI layer for producing hyper-personalized messaging at omnichannel scale — from standard ad copy to pixel-precise automotive imagery. Amazon Bedrock Guardrails ensures responsible AI outputs across a global network of creative teams.

The results validated the architectural bet. Compute infrastructure costs dropped 90% compared to the on-premises footprint. The last of nine data centers is being closed. With the pending acquisition of Interpublic Group adding another 50 petabytes of data, Omnicom’s AWS foundation is already architected to absorb the scale without a rebuild.

The transformation positions Omnicom not just as a cost-efficient operation but as a technology differentiator. Real-time processing, responsible generative AI, and unified data access across hundreds of agencies create a compounding advantage — one that gets sharper as more client data flows into the platform.