Omnicom is set to transfer the major part of its group media planning and research operations to OMD, its dedicated media-buying brand.
In essence, Omnicom’s three global networks, DDB Worldwide, BBDO Worldwide and TBWA Worldwide, will relinquish their tactical planning activities to OMD. Clients – among them Dell Computer, McDonald's, Pepsi-Cola and Visa USA – are currently being briefed and full details are expected to be revealed to the outside world by the month end.
Joe Uva, who joined OMD as president/ceo on January 1, is noted for his consensus-building talents which are expected to be at full stretch as he masterminds the consolidation. Signifying his diplomacy, he declined to speak with the press, referring all calls to Omnicom chief executiveJohn Wren who proved equally uncommunicative.
In response to all inquiries, an Omnicom spokesperson simply parroted a statement issued by Wren in December: “OMD will be a full-service agency with buying, planning and research,” with the significant qualifier that “there will still be strategic planning at [Omnicom] agencies.”
According to Advertising Age's most recent global rankings, Omnicom's combined media billings trail those of Interpublic, WPP Group and Publicis Groupe. Improving on this ranking is expected to become Uva’s main priority on completion of the consolidation.
Data sourced from: AdAge.com; additional content by WARC staff