Omnicom media networks handed separate missions

Petrecca, Laura
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p3
Trade Publication
This article deals with the global launching of the two media networks of Omnicom Group in February 2000. The company will launch two distinct, and competitive, media networks: Optimum Media Direction (OMD) and PhD. Although the worldwide formation of OMD has been anticipated, the launch of the global PhD media unit comes as a surprise. PhD rolls up Omnicon's independent media shops, including Creative Media and Advanswers in the U.S.; Canada's HYPN; and the New PhD in Great Britain. The unit takes its name from New PhD, which is already well-established in Europe. Advanswers and Creative Media will now work together in the areas of media buying and research. According to Daryl Simm, CEO of Omnicom, the company formed the two units in order to better take advantage of the holding company's existing capabilities--the size and media clout of its Big 3 agencies, and the entrepreneurial nature of its disparate media specialists. The formation of two units also enables the Omnicom units to vie for competing clients.


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