Omnicom SHAPE
Connected Brilliance at Scale
Turning global talent into a system for bold, fast, cross-agency collaboration
Client: Omnicom Group
Agency: Omnicom + C Space London
My Role: Experience Design & Creative Director
Scope: Brand Identity, UX, Service Design, Strategic Facilitation
Engagement Type: Embedded strategic partner
In Brief
- Disconnected talent made it hard to prove Omnicom’s collective strength.
- People didn’t want another internal tool; they wanted purpose.
- We built a system that felt exclusive, useful, and energising.
- Teams joined live and async, sharing ideas across time zones.
- Clients like Visa and P&G saw real, fast, and trackable results.
1. Challenge
Disconnected talent made it hard to prove Omnicom’s collective strength.
Omnicom had thousands of brilliant people across its network, but clients couldn’t see the value of that scale.
Internally, teams stayed in silos. Externally, clients saw disjointed efforts and slow results. Leadership wanted a bold way to prove that the network could collaborate at speed, on real business problems.
2. Insight
People didn’t want another internal tool; they wanted purpose.
We listened across the network. People weren’t asking for another “collaboration platform”. They wanted something that respected their time, recognised their talent, and gave them a reason to show up.
The solution needed to feel special and useful, not corporate and performative.
3. Change
We built a system that felt exclusive, useful, and energising.
We created SHAPE, a strategic co-creation platform built around the idea of Connected Brilliance. It was invite-only to convey a sense of prestige, with a clear tone of voice and bold identity to cut through internal noise. I led the brand, product, and journey design, shaping every part of the experience.
Strategic challenges were turned into time-boxed creative sprints. Contributors could join live or async. Everything was built to be lightweight, engaging, easy to join, and designed to fit into busy schedules without losing depth.
4. Delivery
Teams joined live and async, sharing ideas across time zones.
SHAPE briefs were run online with live debriefs and transparent feedback. Game design tactics, such as recognition, kudos, and visibility, kept people engaged. Ideas were tracked, refined, and presented to clients quickly and clearly.
The platform brought together agencies from different continents, enabling seamless idea sharing without calendar conflicts. Collaboration felt real and rewarding for the first time.
5. Impact
Clients like Visa and P&G saw real, fast, and trackable results.
SHAPE supported 25 top clients, including Visa, P&G, Pfizer, and Airbnb. It connected internal teams and demonstrated Omnicom’s collaborative advantage. The platform showed how the network could move from strategy to creative delivery in days, not months.
More than a platform, SHAPE became a new way to think about what shared brilliance looks like.
Ale