Omnicom brings Google martech consultancy TRKKN to Oceania

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Australia has welcomed a new Google platform-focused analytics, ad technology and cloud company: TRKKN.

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

A Google marketing and cloud specialist based in Germany, the A/NZ launch is part of a larger global rollout and will be led locally by new chief executive Gavin Lockhart, who oversees an initial multidisciplinary team of 20 local specialists.

As Omnicom explores new horizons in the media landscape, data and technology are the lynchpin in meeting the ever-changing needs of our customers and the customers they want to interact with, said Peter Horgan, CEO of A/NZ Group. As our clients increasingly focus on the power of data, regulation, data security, and consumer privacy protection all become part of the marketing function vocabulary.

Founded by former Google employees in 2008 and acquired by Omnicom in 2015, TRKKN (which was rebranded from Trekken as part of its international expansion) supports clients with managed and consulting services across Google’s technology stack, including artificial intelligence, machine learning, automation and privacy solutions powered by Google Cloud.

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

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

The new local operations will cover Sydney, Melbourne, Brisbane and Auckland, while internationally TRKKN, currently the second largest European partner of Google Marketing (GMP) and Google Cloud (GCP), also plans to expand into other parts of Asia Pacific, North America, Middle East and Europe in the coming weeks, including UK, Singapore, UAE and USA. A second wave of expansion is expected in the coming months.

This expansion reflects two simultaneous trajectories in today’s global marketplace: the expanding scale and scope of relationships between brands and Google, and the changing form of agency/client engagement, said OMG CEO Florian Adamski, At a time when Customers need more help than ever managing their Google Marketing Stacks, more customers are in-house or adopting hybrid media solutions for more independence.

Adamski continued: Our challenge is to resolve both realities, and that means ensuring global best practices that enable Google’s 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 supplier addresses this challenge.

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