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Omnicom Group Interview
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25 Questions and Answers by Rachel Marcelle
Published March 27th, 2019 | Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals.
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Question 1 of 25

Omnicom Group believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations?

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Answer Examples

1.

Omnicom Group believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations?

The interviewer wants to know about your knowledge of common key performance indicators across the marketing industry and how they should be understood regarding a successful or unsuccessful marketing campaign.

You should answer by listing the key performance metrics that are usually tracked during marketing campaigns.

Do not provide specific metric numbers from your current or last position. Be general by naming the metric rather than providing numbers which may be confidential, or more information than what the interviewer needs.

Rachel's Answer #1

"Typical KPIs that should be measured to show whether a campaign has been successful or not are the value of spend, lead counts and source quality, the value of sales before, after and during the campaign, profit, and return on investment."

Rachel's Answer #2

"KPIs can vary based on campaigns. If your main focus is to grow an audience, for example, it's important to look at growth in numbers of followers, engagements on social media and blog posts, referrals, and new email list subscribers."

2.

Tell me about your experience in content marketing and why you feel a successful content marketing strategy is vital to an overall digital strategy?

The interviewer wants to gain insight on your perspective of content marketing and the role it plays in promoting a company and brand. Answer first by presenting your experience in content marketing, followed up by explaining why content is essential and then provide an example of a time you used content to drive a message home to an audience.

Don't forget to provide examples of how data helped you decide on appropriate content and you measured the success of content you implemented including testing and metrics if applicable.

Rachel's Answer #1

"Content is important because it makes you a source of entertainment and learning for your audience. This turns them into advocates for your brand. I once ran a campaign for products that were supposed to help messy consumers get organized. Using data about our target audience, I realized most of my audience were in their middle stages of life, had big homes, and loved shopping and accumulating tons of stuff. But they were bad at staying organized. They couldn't find things when they needed them, and often spent lots of time hunting for them or wasted money making duplicate purchases. I found countless opportunities to create humorous but useful, visually stimulating before and after posts. The posts got tons of likes, comments, and laughs from women on Facebook and Pinterest who shared and recommend the ideas. They were a source of new ideas, too, because they'd ask for more suggestions and it made me understand how they ticked and conjure up new ways to present the products. Delivering on their requests kept the content success going. Impressions and engagement on the social media pages increased by double digits month over month for more than a whole year and the product name is becoming synonymous with home organization."

Rachel's Answer #2

"Content marketing is an essential way to humanize a brand and establish a meaningful connection with your audience. My team was tasked with creating a campaign to market a pickup truck brand that historically catered to audiences living in rural areas. Our data showed that many of the potential consumers' idealized small-town life, hard work, and conservative views. We used video and picture content that showed actors whose appearance was such that they could easily be a neighbor to any of our audience members. In each piece, they would talk about how they loved their trucks; the same brand as the one we advertised, and how it allowed them to their help nearby friends and family, make a living and support their local and national economies. Our content conveyed in a heartwarming way that consumers who bought these pickup trucks were not just supporting a brand, but upholding a responsibility and sense of community. Many people in our audience commented on our posts with stories of their own, expressing their loyalty and affinity to the brand. After this, we saw an increase in repeat purchases and a surge in new customers who received this interaction with our content as valid social proof."

3.

What do you believe are the most important steps to take before making a media purchase decision?

Omnicom Group is looking for Media Buying candidates who are careful to make purchase decisions backed by careful research and information. Media Buyers should be able to easily explain their decisions to upper management or Omnicom Group's clients as needed.

In your response, indicate that a careful purchase decision requires several steps, but that the ones you highlighted may carry a heavier weight. Be sure to briefly explain why a specific step or task is so important in making a media purchase decision.

Rachel's Answer #1

"If I had to select a task that was important in making a media buying decision, I would pick research. This is a large, time-consuming task that includes researching the target audience to understand its demographics, habits, and behavior. This information guides me to media outlets where I believe my clients' advertising will be seen by their intended target group. In addition, it is important to conduct competitive research. This helps me understand where my clients' competitors are advertising and what successes or failures they have seen."

Rachel's Answer #2

"I believe media buying decisions require several steps that must be carefully thought out before committing advertising dollars. Two highly important steps would be general research and coordination of all media purchases for the client. Research helps us make sure that we are reaching the target audience through the right channels and media outlets. It can also help us get the most out of the client's advertising dollars. Taking the time to carefully schedule and coordinate media schedules with the client's other campaigns ensure that the client is not competing with itself for the attention of the target audience. It also ensures that we are communicating with the target audience at the optimal time."

4.

Describe your experience working with digital advertising?

Before getting into the details of your technical experience, hiring managers would like to be assured that you have knowledge in the area of digital advertising. In your response, share details about projects or jobs where you were exposed to digital advertising, but also make an effort to describe your knowledge in this area.

Rachel's Answer #1

"My work experience includes working for a couple of different agencies that offered digital marketing services to its clients. While working at these agencies, I worked closely with the Account Managers to understand the clients' marketing needs. There are many technological tools in this area that help clients better target, deliver and manage their digital advertising. With an increasing number of options available to companies looking to advertise through digital channels, it is crucial to have the right tools to manage the process."

Rachel's Answer #2

"In a few of my previous positions, I had the opportunity to work with the Marketing department to help develop digital advertising campaigns for our company. I contributed to the technical requirements of the campaign project team, which included evaluating the right tools for campaign execution. Working as part of the team, I learned how complex digital advertising can be and the importance of using the right technology for each step of the process. This gives the digital advertising campaign the best chance at meeting its goals."

5.

What would you say are your biggest influences, or sources of inspiration when it comes to design?

Inspiration is everywhere, and Omnicom Group would like to know what sources of inspiration you draw from when working on a brand design project. Talk about what motivates you, and gets your creative juices flowing. Perhaps it's a particular kind of music, working outdoors, travel, or even going to an art gallery. Whatever your response, be sure to allow your passion for design to shine through.

Rachel's Answer #1

"I find inspiration in everyday brands and how they contribute to people's lives. I am fascinated by happy and positive brands and what makes them tick. I often find myself dissecting the meaning behind a particular feeling or emotion that other brands emit."

Rachel's Answer #2

"My best work comes when I don't focus so much on a perfect outcome, but rather allow myself to play around with different mediums in different environments. I like to paint in the park, for instance, or hang out at an art gallery, listening to how people interpret what they see. I also like to play around with technology, seeing what I can create in my design programs without the pressure of staying inside of a box."

6.

In your opinion, what are the most significant factors to a successful brand design?

The interviewer would like to know that your approach to brand design aligns well with the method used at Omnicom Group. Your answer could include your thoughts on proper audience targeting, consistency, or having a clear brand objective. Be clear about what you think are the essential components of successful brand design.

Rachel's Answer #1

"I believe the most significant factor to a successful brand design first has a targeted audience. In my opinion, most of the brands' success is only possible because of customer engagement. For that reason, it's essential that a brand speaks directly to the customers it wants to acquire."

Rachel's Answer #2

"I look at three main factors when it comes to brand design success. One, a brand that allows for consistent messaging across multiple channels and platforms. Two, an incredible and memorable brand slogan and three, a brand story that emits value and trust."

7.

With the past client campaigns you have worked on, what are some important media buying lessons you have learned?

Omnicom Group strongly believes in striving for improvement each time we run a client's advertising campaign. In order to do that, the media buying team at Omnicom Group evaluates campaign results and identifies lessons learned from the project.

In your response, identify an important lesson you have learned and how it may have improved future client projects you have worked on. If applicable, include general details about the project to help illustrate. Omnicom Group is looking for media buying team members who are continually looking to improve campaign results for its clients.

Rachel's Answer #1

"With each client campaign I work on, I always look for lessons that will help me improve my media buying decisions for future projects. Over the years, I have learned the importance of seasonality for many of the industries my former clients compete in. It is a factor that could play a strong role in your media buying decisions. Seasonality can determine the distribution of a client's media dollars throughout the year and may also affect the media outlet selection at particular times. It should also be considered when evaluating media purchase decisions post campaign."

Rachel's Answer #2

"The most important lesson I've learned over the years as a media buyer is that it is acceptable to change the plan while the campaign is running. Continuous and frequent monitoring of the campaign from a media perspective is vital as interim results may not be as expected. I have learned to be prepared with alternative solutions if you need to change course with regards to media decisions. With one particular client campaign, our team chose to invest the majority of media dollars into digital media. While the campaign was in progress, results were flat, so our team re-evaluated our options and spread the media budget into different media options to better reach the target audience."

8.

Reporting and analytics are crucial for Omnicom Group to monitor and gauge results, and demonstrate ROI to clients. What is an example of a report you've created for a client and how the data from it helped you to plan the next steps of their campaign?

Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and what kind of data you're most familiar with.

You can answer by providing an example of a report you've created to track and show marketing activities, and key results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success.

Do not talk about reports that you've administered without having responsibility for at least two out of the three following elements: gathering, reacting to or putting the data into presentation form.

Rachel's Answer #1

"One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that actually made purchases came from one social media site, so we decided to increase the budget for paid advertising there in order to reach more potential customers."

Rachel's Answer #2

"I'm usually working with a number of clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see on a weekly basis. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, what's caused fluctuations of any activity and if needed, adjust our course of action."

9.

The ability to write clearly and succinctly is key when building Public Relations campaigns for Omnicom Group's clients. How have you built and strengthened your written communication skills through your prior work experiences?

As expected, written communication skills are important when working on Public Relations campaigns. Omnicom Group's hiring managers are interested in candidates who have made efforts to strengthen their communication skills over the years.

Talk about different projects and situations where you had the opportunity to utilize and build your writing skills. Also, highlight any strengths you have with a particular writing style or possibly a Public Relations project you worked on where your writing skills played a critical role.

Rachel's Answer #1

"In my prior positions, writing has been a key component of my job responsibilities. As an analyst, my writing skills were used to communicate to a variety of team members with varying backgrounds. When I moved on to Public Relations, I learned to write for an even broader general audience through a variety of press releases. As I exercised my writing skills, I found the challenge was to write an explanatory piece in a clear and concise manner. Through many different Public Relations projects, I can confidently say this is now a strength of mine and I look forward to possibly providing this skill to Omnicom Group's clients."

Rachel's Answer #2

"Writing has always been a passion of mine throughout my education and career. Working at a few different companies, I have been able to hone my writing skills through a variety of projects. I have written creative pieces as part of the Marketing team and also have developed informational pieces while working on blog posts for the company website. These experiences have helped me develop the clear and descriptive writing skills necessary while working on Public Relations campaigns. I continually seek ways to improve my business writing skills through workshops and seminars and am an avid reader of business news journals, which gives me exposure to many different writing styles."

10.

To be a valuable contributor to the product development process at Omnicom Group, team members need to keep up with the evolving social media trends. How do you plan to do so if hired by Omnicom Group?

To gain a deep understanding of the social media industry, it is important to familiarize yourself with the social media platforms available - particularly the most popular ones such as Instagram, Facebook, and Twitter. Most likely this would require that you be a user of these platforms whether in a social or professional capacity.

Talk about your familiarity and experience with some of the social media platforms available. Include ways that you would try to stay abreast of new features and capabilities offered by the platforms. Be sure to also mention how you stay current about the industry overall, whether that is through online forums/communities, conferences, professional networks, or through any other means.

Rachel's Answer #1

"As a fairly regular user of Facebook and Instagram, I am able to remain updated on new features of these social media platforms. Any other updates I may have missed I learn about through industry news feeds I subscribe to. Once I learn about them through online resources, I visit the platforms to test out the new features. In doing so, I try to view it from a personal and business perspective to better understand how the changes affect different types of users. Any overall industry updates I learn about through online forums that I check regularly. I have a great interest in the social media industry, and therefore am proactive about remaining informed about technological advances in tools and platforms. My knowledge will be an asset to the product development process at Omnicom Group."

Rachel's Answer #2

"I am a frequent user of the major social media platforms including Facebook, Instagram, Twitter and Snapchat. Because I am a frequent user, I am able to learn from my social media connections about new platform features and capabilities. I believe being a user is the best way to understand these platforms and to strategically build new products plans that complement them from a marketing perspective. In addition, I subscribe to many online social media newsletters that share upcoming trends in the industry and am diligent about setting aside time weekly to review the news. Over the years, I have also expanded my professional network of industry experts. My knowledge and user experience provide a strong foundation from which I can provide valuable insight to product development projects at Omnicom Group."

11.

At Omnicom Group, we believe in learning from other companies' Public Relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns you may have worked

Omnicom Group believes in learning from successes and mistakes, both internal and external to the company. Hiring managers are looking for a candidate with the same mentality.

By sharing about a specific campaign that provided a learning opportunity, it lets hiring managers at Omnicom Group know that you are proactive about learning to build high-quality PR campaigns. It also shows your ability to identify aspects that could be improved in campaigns that were not quite successful.

Rachel's Answer #1

"The Dove Real Beauty campaign was a successful campaign for the Unilever company as it addressed an alarming statistic - at that time, only 2% of women considered themselves to be beautiful. The campaign used 'real' women in the campaign as opposed to professional models. Unilever was successful as initiating the conversation about real beauty, and it increased sales during the campaign. I believe it was successful at identifying a theme that many women could relate to and a successful connection was made with its target group."

Rachel's Answer #2

"A Pepsi Ad starring Kendall Jenner in the middle of a Black Lives Matter protest. The problem with this campaign was it minimized the seriousness of this movement as it portrayed a Pepsi being the solution to this deep racial issue. I learned from this campaign how important it is to get feedback from people of various races and backgrounds. If this qualitative research were done before the release, Pepsi likely would not have faced the backlash. Money and time spent on research are worthwhile to avoid potential damage to the company image and brand."

12.

How do you like to be recognized for your accomplishments?

We all like to be recognized in some way for our accomplishments in the workplace. Share with the interviewer how you would like to be recognized for your hard work. Through gifts? Financial perks? Public recognition? Kind words? Title promotions?

Rachel's Answer #1

"I am very much an over-achiever and find that the best way for me to be recognized for a job well done is to be given words of kindness and recognition. I am easily encouraged and the best reward for me is to know that my hard work is being noticed."

Rachel's Answer #2

"I am definitely driven by some friendly competition! I like internally driven contests where I have the ability to win small financial incentives."

13.

When working with Omnicom Group's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.

Community Relations can play a major role in public relations campaigns, therefore Omnicom Group's hiring managers are looking for candidates who have experience building relationships with community organizations. Part of the challenge is identifying those organizations that are a good match with a client's brand and company values.

In your response, be sure to highlight at least one specific community organization you started a relationship with and mention any challenges you faced and overcame. Talk about why this particular organization was a good fit with your past company or client.

Rachel's Answer #1

"My work experience in Public Relations has shown me how important it can be to develop strong relationships with community organizations. In particular, while working with an organic Consumer Packaged Goods client, I worked diligently to develop a relationship with a national non-profit promoting healthy eating habits. The most challenging aspect was selecting an organization that fit my client's mission and brand well. Once we worked out the details of the partnership, both parties benefitted, and the relationship promoted my client's brand in a positive light."

Rachel's Answer #2

"Building a relationship with a non-profit or community organization is important as it shows a company cares about worthy causes and is active in the community in which it does business. Because my company is the largest employer in the town where the headquarters are located, I recommended working with a local non-profit aiding low-income families in the area. Once the organization was selected, I found it somewhat challenging to outline the details of our relationship. We wanted to make a profound impact in the community while ensuring the connection was relevant. With feedback from our employees, we were able to develop a relationship where our contributions were meaningful to our company and beneficial to the non-profit."

14.

Omnicom Group is looking for Public Relations experts who can communicate persuasively. Share with us a time you worked on a Public Relations campaign that successfully persuaded a client's customers or the general public to respond to the call to action.

An important aspect of many Public Relations campaigns is convincing your audience to take action. By the audience taking action, they are making a connection to the company and its message.

Describe a Public Relations campaign you worked on that included a call to action. Include what the response was to the campaign and if you considered it a success.

Rachel's Answer #1

"I have worked on a few PR campaigns for clients looking to build a connection with their current and potential customers. I worked on a campaign for a health foods company that was donating a portion of its sales to non-profit organizations promoting healthy living to low-income families. During this limited time campaign, the client's sales increased by 5%. Also, there was a significant positive increase in its brand image, and of course low-income families benefited as they were able to learn about healthy habits."

Rachel's Answer #2

"Through my prior positions, I have had the opportunity to work on a few Public Relations campaigns, and through each one, I have learned lessons that I was able to apply to future campaigns I worked on. For example, I worked with a client looking to promote its work with environmentally conscious non-profits. After analyzing results from the campaign, we learned that we did not target the correct audience and utilize the appropriate media channels. I believe the lessons I have learned while working on past PR campaigns will be valuable in serving Omnicom Group's clients."

15.

Omnicom Group works with clients in different industries who require different types of media for their advertising. What types of media outlets have you had the most experience working with?

Hiring managers at Omnicom Group want to understand if, as a media buyer, you have specialized in purchasing a particular type of media. A thorough understanding of the different media platforms is valuable when working with Omnicom Group's clients as placement, timing and price is negotiated.

If you have expertise with a particular type of media, be sure to mention that in your response. The company would like to evaluate if your expertise with a specific media type matches up to the needs of its clients. If you have experience working with several media types, highlight that as well. Omnicom Group's hiring managers will likely look at that favorably as it will indicate your flexibility as it relates to placement on client projects.

Rachel's Answer #1

"In my previous positions as a Media Buyer, I have worked primarily with digital media. This includes social media platforms and various online ad placements. My experience includes extensive work with various Demand Side Platform providers to purchase digital media. It has been found that half of the advertising dollars spent go to digital advertising. Also, many companies are finding that digital advertising is a cost-effective way to get their message to current and potential customers. As a result, I believe that my in-depth experience with digital media buying will be of value to many of Omnicom Group's clients regardless of industry."

Rachel's Answer #2

"As a Media Buyer in a few different creative agencies, I have worked with a variety of media outlets to purchase media for my clients. My media buying experience includes digital, print, radio and television. Working with these different types of media outlets has given me a deep understanding of the different negotiation and buying processes. My experiences with a variety of media outlets will allow me to work with different clients despite the industry in which they compete or their targeted customer groups."

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25 Omnicom Group Interview Questions
Win your next job by practicing from our question bank. We have thousands of questions and answers created by interview experts.

Interview Questions

  1. Omnicom Group believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations?
  2. Tell me about your experience in content marketing and why you feel a successful content marketing strategy is vital to an overall digital strategy?
  3. What do you believe are the most important steps to take before making a media purchase decision?
  4. Describe your experience working with digital advertising?
  5. What would you say are your biggest influences, or sources of inspiration when it comes to design?
  6. In your opinion, what are the most significant factors to a successful brand design?
  7. With the past client campaigns you have worked on, what are some important media buying lessons you have learned?
  8. Reporting and analytics are crucial for Omnicom Group to monitor and gauge results, and demonstrate ROI to clients. What is an example of a report you've created for a client and how the data from it helped you to plan the next steps of their campaign?
  9. The ability to write clearly and succinctly is key when building Public Relations campaigns for Omnicom Group's clients. How have you built and strengthened your written communication skills through your prior work experiences?
  10. To be a valuable contributor to the product development process at Omnicom Group, team members need to keep up with the evolving social media trends. How do you plan to do so if hired by Omnicom Group?
  11. At Omnicom Group, we believe in learning from other companies' Public Relations campaigns, both positive and negative aspects of them. Can you talk about a campaign you have seen that taught you a lesson applicable for future campaigns you may have worked
  12. How do you like to be recognized for your accomplishments?
  13. When working with Omnicom Group's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.
  14. Omnicom Group is looking for Public Relations experts who can communicate persuasively. Share with us a time you worked on a Public Relations campaign that successfully persuaded a client's customers or the general public to respond to the call to action.
  15. Omnicom Group works with clients in different industries who require different types of media for their advertising. What types of media outlets have you had the most experience working with?
  16. What do you believe is the most significant upcoming trend in brand design?
  17. More third party apps are being developed for specific social media platforms. What third party apps are you aware of that provide added value in increasing the effectiveness of a particular platform?
  18. What would you say to a client that is considering moving its media buying in-house? Based on what you know about our company, how would you convince the client to keep its media buying services with Omnicom Group?
  19. Proper planning enables a marketing team to publish well-thought out, well-timed content. If leading a content initiative at Omnicom Group, how would you suggest planning for it?
  20. Omnicom Group is looking for candidates who are able to handle crisis communications quickly and effectively. Do you have experience handling communications for a company during a crisis situation?
  21. How do you learn and grow when it comes to branding, design, and marketing?
  22. At Omnicom Group, we believe data management is crucial when executing and evaluating a campaign. What is your experience working with data as it relates to digital advertising?
  23. What are your favorite design tools right now?
  24. Being able to think creatively is important at Omnicom Group. If you had a very small budget to work with, what marketing technique would you use first?
  25. What do you find has been the most valuable skill you have developed in Media Buying and how has it helped in your role as a Media Buyer?
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