Omnicom-owned agencies BBDO, TBWA and DDB have unveiled an agreement to restructure their media network OMD Europe into a single business.

The trio will fold their media planning and buying operations across Europe into OMD to create an “autonomous media powerhouse”, effective March 1.

Heading the newly streamlined entity will be Colin Gottlieb (ceo) and Viviane Prat (international strategist and non-executive chair). Enthused Gottlieb: “With this decision our agency shareholders have created a new framework which has tremendous potential. It is my job to unlock that potential and provide them with a truly integrated European media network that sits at the top table as a supplier of solutions to major international advertisers.”

With offices in 26 countries and billings of 6.75 billion euros ($6.12bn), OMD is currently Europe’s second biggest media network.

News source: Omnicom