NEWS: BMP poised to rebrand media in Euro merger

The merger of Omnicom’s media operations across Europe is set to result in a new media brand in the UK, born out of BMP DDB’s media department.

The merger of Omnicom’s media operations across Europe is set to result

in a new media brand in the UK, born out of BMP DDB’s media department.



The move follows the failure to date of attempts to merge the UK media

departments of BMP and Abbott Mead Vickers BBDO.



BMP is understood to be prepared to go it alone on the launch of a media

dependant, though the possibility that AMV’s media could be included at

a later date has not been ruled out.



The moves have been prompted by plans to launch a European Omnicom media

network. Omnicom is to rebrand its BBDO and DDB Needham media operations

under a single banner across Europe later this month.



The media merger on the Continent has proved easier because Omnicom owns

most of the BBDO agencies outright. Omnicom cannot force AMV’s hand in

the UK because its stake in the agency is just 26 per cent.



A rebranding of BMP’s UK media department under the joint media

directors, Derek Morris and Paul Taylor, is now the most likely short-

term solution to the problem.



BMP is one of the few remaining full-service agencies in the UK and has

one of the most respected media teams. However, the agency is understood

to have accepted the benefits of a separately branded media operation if

a solution cannot be worked out with AMV.



Optimum is the favoured name for the new network. It is already used by

Omnicom in France and Germany. In Belgium, though, the BBDO and DDB

agencies share a media operation called Omnimedia and this is also

thought to be under consideration.



Viviane Prat, the chairman of Optimum Media in France, is tipped to take

over as chief of the new network.



WPP, which owns J. Walter Thompson and Ogilvy and Mather, has also

expressed its intention to implement a merger of its media brands

(Campaign, 15 March).



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