Omnicom’s pan-planet rollout of its OMD brand continues apace with the merger of its two Austrian media operations, OMD Austria and Media Plan Austria.

The new hybrid, launching January 1, will be known as Optimum Media Direction Austria with combined billings that propel it to fourth position in the nation’s media planning/buying chart – ahead of Carat and WPP’s MindShare, it is claimed.

Says chief operating officer of OMD Europe Johan Denekamp: “This merger is right on strategy. Omnicom had two good media companies in Austria, now we have one really strong brand. The Austrian market is a strong adjunct to our powerful Omnicom position in Germany" [where clarified OMD branding will be announced shortly].

Heading the merged Austrian business are joint ceos Bernhard Mayer (from OMD) and Sabine Schmidt (Media Plan).

News source: Advertising Age - International Daily