OMD UK unveils debut TV ad during industry programme

By MATTHEW COWEN,, Friday, 28 April 2000 12:00AM

OMD UK is to launch its first TV ad during Channel 4’s airing of The 100 Greatest TV Ads this Saturday.

OMD UK is to launch its first TV ad during Channel 4’s airing of

The 100 Greatest TV Ads this Saturday.

The 20-second spot, created by OMD’s sister agency, BMP DDB, announces

the media agency’s name change from BMP OMD and promotes the agency’s

services. It argues that great advertising is toothless unless

accompanied by a successful media strategy.

The ad opens with a shot of a couple slumped on their living room sofa

watching the Channel 4 broadcast. As the compere says ’And now the

greatest ad of all time’, they switch channels. The spot closes with the

endline: ’OMD UK, the right ads, the right people, the right time.’

The ad forms part of a showcase break, purchased in its entirety by OMD

and filled with new work from the agency’s clients.

The spots include BMP’s new work for Barclaycard and Sony’s first ads

from Saatchi & Saatchi.

Neil Johnston, OMD’s TV buying director, said that the 100 Greatest Ads

programme was a natural showcase for the agency.

He said: ’The programme shows the creative heritage of BMP DDP but as

their media department we had a part in that too. ’The reason people

remember the Smash and Courage ads is because the media department

planned it that way.’

OMD has no plans to repeat the spot, claiming it as a prime example of

media targeting.

’When people go back to work on 2 May we will be OMD UK, not BMP,’

Johnston said. ’All the advertisers and marketers will watch the show

and it allows us to establish name recognition.’

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