ONAR (OTCQB:RELT) is on a path to transform the middle-market marketing industry through technology-driven solutions and strategic acquisitions.
Speaking at NobleCon20 in December, CEO Claude Zdanow highlighted ONAR (OTCQB:RELT)’s focus on artificial intelligence (AI), recurring revenue models, and a platform-first approach as the company works to carve out a significant share of the $1.3 trillion global marketing market.
Zdanow, who joined ONAR two and a half years ago after a successful entrepreneurial career in marketing and music, emphasized the company’s differentiation. “We buy and operate best-in-class marketing agencies that are technology-enabled businesses,” he said. “Our AI-driven strategies not only make campaigns more effective but also improve margins and efficiencies across our portfolio.”
Its business can be likened to an automotive company like Ford, as Zdanow explained. Just as Ford offers a diverse range of vehicles — an F-150 pickup truck for farming or construction, and a Mustang for performance and speed — ONAR operates a network of marketing and service companies, each catering to different needs but unified under one brand.
In ONAR’s model, its portfolio companies specialize in distinct areas of the marketing landscape, from digital marketing to healthcare and experiential campaigns, offering tailored solutions for businesses with unique goals. This structure allows ONAR to provide a comprehensive suite of services to its clients while maintaining the strength and efficiency of a unified platform.
ONAR operates a roll-up strategy, centralizing administrative functions like finance and HR to optimize efficiency in its acquired companies. The firm targets specialized agencies—such as its recent acquisition of healthcare-focused HubKOS—to serve growth-stage and middle-market businesses that generate $25 million to $500 million in annual revenue.
Zdanow believes this market remains underserved compared to large Fortune 100 companies. “The middle market companies that are growing are the ones that are not getting the same level of technology that exists and same level of marketing that exists, and we’re looking to solve for that.”
ONAR’s financial model resembles a software-as-a-service (SaaS) structure, with 90% of its revenue generated from recurring, productized services under long-term contracts. Its predictable revenue model allows us to deliver consistent results while scaling the business, Zdanow added.
Artificial intelligence is central to ONAR’s growth strategy. Zdanow cited examples where AI has revolutionized advertising workflows, including the generation of ad creatives, real-time website optimization, and data-driven campaign forecasting. “We can now cut creative production time by over 90% while increasing performance,” he said. “AI is not replacing jobs; it’s enhancing our ability to deliver measurable results for clients.”
Looking ahead, ONAR plans to complete four to five acquisitions by the end of 2025, doubling its workforce to over 100 employees. Zdanow stressed the company’s global approach, with 60% of its team operating remotely across five continents, leveraging international talent and cost efficiencies.
As ONAR finalizes its reverse merger and prepares for a ticker change to ONAR on the OTCQB, Zdanow reiterated the company’s commitment to redefining modern marketing. “Today’s CMO is no different from a chief sales officer. Marketing must generate revenue,” he said. “Everything we do focuses on performance.”
