The long-planned merger of the media departments of Abbott Mead Vickers
BBDO and BMP DDB looks more unlikely than ever in the wake of this
week’s decision by AMV to pool its media with Pattison Horswell Durden
in the UK.
Omnicom, which wholly owns BMP and holds a 26 per cent stake in AMV, had
hoped to combine the two agencies’ media operations in the UK as part of
its new pan-European media network. The company’s plan to launch its own
media brand across Europe is still set to go ahead. However, BMP’s media
department, under the joint media directors, Derek Morris and Paul
Taylor, is likely to be rebranded to form the UK outpost for the
network, as predicted in Campaign (3 May).
The prospect of the BBDO network being so closely associated with AMV’s
rival, BMP, in the UK is thought to be a matter of concern to AMV’s
management. The agency is keen to maintain its European media
connections with the BBDO network.
Currently, AMV uses the BBDO network around Europe for pan-European
media business. But BBDO on the Continent is wholly owned by Omnicom and
will be part of Omnicom’s rebranded media network.
PHD already has its own international media network, formed earlier this
year (Campaign, 26 January), but these arrangements are said to be under
consideration in the light of the AMV deal.
Tim Cox, BBDO’s European media director, said: ‘Omnicom’s objective is
to have a joint media company between BBDO and DDB across Europe, and
what happens in any local market doesn’t affect that objective.’
Insiders still won’t rule out a media alliance between BMP and AMV in