# Omnicom Adobe Practice Outlines How Brands Can Get More Value From Existing Martech - Published: 2026-11-10 - Author: [Marketer Magazine](https://marketermagazine.co/author/marketermagazine-co.md) - Topics: [News](https://marketermagazine.co/news.md) - Source: https://marketermagazine.co/news/omnicom-adobe-practice-outlines-how-brands-can-get-more-value-from-existing-martech/ - Publication: Marketer Magazine - Publisher: Connectively (Terkel, Inc.) - Editorial policy: https://marketermagazine.co/editorial-policy/ DALLAS, TX, UNITED STATES, November 10, 2026 /[EINPresswire.com](https://www.einpresswire.com/)/ -- Omnicom’s Adobe Practice has released a new whitepaper titled “Building Your Operating System for Intelligent Marketing.” It examines why growing martech investment has not produced proportional returns. It also outlines how brands can connect their technology, workflows, and data into a single operating system. According to Gartner’s 2025 Marketing Technology Survey, marketers actively use only 49% of the capabilities in their martech stacks, and just 15% of organizations qualify as high performers that meet strategic goals and show positive ROI. Omnicom’s Adobe Practice attributes the gap to stacks assembled one problem at a time, with platforms that were never designed to share data, workflows, or governance. Fragmented Stacks Add Friction to Every Campaign Omnicom’s Adobe Practice identifies fragmentation as a cost that compounds across the organization. Each disconnected tool adds a handoff, a manual export, and another place for work to stall. When customer data lives in multiple systems, personalization becomes approximate, measurement becomes contested, and governance becomes difficult to enforce. In retail and CPG, for example, inventory, channels, and personalization often sit in separate systems, so brands cannot respond in real time to what is selling. Adding generative and agentic AI to a fragmented stack only accelerates the problem. More content and more variants still have to move through disconnected systems and ungoverned handoffs. Best-of-Breed Stacks, Bigger Suites, and Middleware Leave Fragmentation in Place Omnicom’s Adobe Practice examines three common responses to martech sprawl: \- Best-of-breed stacks: Each specialized tool adds integrations to maintain, data formats to reconcile, and contracts to manage. Total cost of ownership often exceeds that of the suite the team was trying to avoid. \- Bigger suites: Consolidating into a single suite simplifies vendor management. Organizations that consolidate contracts without [standardizing workflows or unifying data](https://adobe.omc.com/your-tool-isnt-broken-your-inputs-are) still struggle. \- Middleware: Integration platforms connect tools. Data still lives in many places, and governance still sits outside the architecture. Three Foundations Turn a Stack Into a System The operating system the company recommends rests on three foundations: \- Unified technology: Core platforms share an architecture and exchange more than files. \- Standardized workflows: The path from brief to production, approval, and activation is defined once and reused across campaigns. \- Centralized data: A single source of truth keeps the customer view consistent across every team and tool. All three must move together. Unified technology without standardized workflows gives teams the same tools to use in different ways. Standardized workflows without centralized data leave each team acting on its own version of the truth. Four Connected Pillars Create a Continuous Marketing Loop Omnicom’s Adobe Practice organizes the operating system around four pillars that share one data layer: \- Content creation: Briefs draw on performance data, and on-brand variants flow directly to activation. \- Personalization: A single customer profile drives real-time personalization across channels. \- Activation: Campaigns deploy across channels from one governed orchestration layer. \- Measurement: Performance data feeds back into briefs and audiences automatically. Omnicom’s Adobe Practice has [built this operating model with Adobe](https://adobe.omc.com/aaom). Agents coordinate across platforms to move work from planning to production to activation, while pre-configured reference architectures and accelerators help clients implement quickly. Organizations ready to assess their own stacks can [download the full whitepaper](https://adobe.omc.com/the-new-operating-system-for-intelligent-marketing) on the Omnicom Adobe Practice website for a build, buy, or borrow framework and guidance on auditing martech utilization. About Omnicom Adobe Practice Omnicom’s Adobe Practice brings together Adobe-certified experts and marketing transformation leaders from across Omnicom’s connected capabilities. Clients gain access to the world’s largest media network; award-winning creative agencies; leading performance marketing and CX expertise; Acxiom, the industry’s most comprehensive first-party data and identity platform; and specialized teams in martech, data science, AI, and transformation. Guided by the principle “The Power of Many. The Precision of One.,” the practice pairs the scale of a global network with a dedicated team focused on each client’s business, delivering clear accountability and personal attention. To learn more, visit adobe.omc.com. Megan Cacioppo Credera-OAP megan.cacioppo@omc.com Visit us on social media: [LinkedIn](https://www.linkedin.com/company/credera/home/) Legal Disclaimer: EIN Presswire provides this news content "as is" without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above. ![](https://www.einpresswire.com/tracking/article.gif?aid=950735355§ion=einpresswire&a=vVVOhH6kV7X3Udpf&r=f81FMM1jv0mVQ0nk&i=NITPcSh2No27g7DV) ## Related - [Stop Chasing New Customers: The Marketing Math Most Small Brands Get Wrong](https://marketermagazine.co/insight/stop-chasing-new-customers-the-marketing-math-most-small-brands-get-wrong.md) - [Which Publications Get Cited by ChatGPT and Perplexity? 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