Integration continues as flavor of the month, with Ogilvy & Mather Worldwide and GM Mediaworks restructuring their respective organisations to merge certain constituent units.
At O&M New York, the account planning activities of the network’s direct marketing, advertising and interactive offshoots are melded in a single unit headed by Tony Wright, who becomes chief strategy and planning officer for North America.
Wright explained that the agency was creating “one strategic unit” because “integrating all the different approaches at the start of the process is much less difficult than doing so down the line”.
Meanwhile, Interpublic-owned GM Mediaworks, the General Motors-dedicated media buying shop, is merging its operations for ‘old’ and ‘new’ media by integrating the activities of its New York and Warren, Michigan, offices. It is also creating a new post, president/chief operating officer, to be held by Rick Sirvaitis, who moves from Phase 2 Media where he served as president.
Sirvaitis commented that the need for integration reflected “the complex world we live in from a media standpoint”.
News source: New York Times