Omnicom Clients Set to Receive Major Incentives for Advertising on X

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X, the social platform owned by Elon Musk, is leveraging hefty discounts and added value to entice Omnicom clients to invest in advertising during the first quarter of 2025. Leaked internal documents, obtained by ADWEEK, reveal that Omnicom clients could receive up to $200,000 in value-added benefits when they buy ads on X.

The documents, titled “OMG | X 2025-2026 Global Strategic Partnership,” outline a strategy to bolster advertising spending on the platform. For clients who didn’t invest in X in 2024, X is offering a 50% value boost, effectively doubling their advertising spend for the same price.

This move is part of a broader effort by X to secure its position in the highly competitive digital ad space, as it seeks to ramp up revenue after Elon Musk’s acquisition of the platform. While the specifics of how these incentives will be distributed remain unclear, the documents indicate that Omnicom agencies, which include some of the world’s largest advertising firms, are being given a “preferred advantage” for these deals.

In addition to the financial perks, the strategic partnership suggests that X is prioritizing key clients in its push to reclaim market share from rival platforms like Meta and Google. The document hints at more extensive collaborations between Omnicom and X in the coming years, suggesting that this is just the beginning of deeper ties.

As the advertising landscape evolves, Omnicom’s endorsement of X’s approach could signal a shift toward new advertising models, where platforms provide not only targeted ads but also substantial financial incentives to secure long-term relationships with top-tier clients.