OMD, the media planning/buying arm of Omnicom, is in the thick of negotiations with Viacom-owned TV network UPN to clinch a multi-million dollar deal for its six of its largest clients.

Awaiting inking, the deal centers around the purchase of $30 million of TV time on UPN during the fall/winter season. It will encompass sponsorships, cross-promotions and maybe product placement.

The clients most likely to participate are said to be Cingular Wireless, Gillette, McDonald's, Sony's PlayStation, State Farm Mutual Automobile Insurance and Vivendi-owned Universal Pictures.

Says OMD's director of entertainment Guy McCarter: “UPN was smart enough to realize they have a lot more to offer than 30-second units.”

News source: Wall Street Journal