Omnicom unites Griffin Bacal and BMP Optimum media

Omnicom is combining the media resource of Griffin Bacal’s media department and BMP Optimum in a move designed to strengthen the media credentials of the full-service Griffin Bacal agency.

Omnicom is combining the media resource of Griffin Bacal’s media

department and BMP Optimum in a move designed to strengthen the media

credentials of the full-service Griffin Bacal agency.



The initiative will see Griffin Bacal retain its pounds 30

million-billing in-house media operation, but will allow it to tap into

Optimum’s status as a top-five media player. Griffin Bacal will pay

Optimum a fee for the service.



The deal gives the agency access to the media buying muscle of Optimum,

which billed pounds 311 million last year, and Griffin Bacal will join

Manning Gottlieb Media as part of Optimum’s television negotiations.



At the same time, Griffin Bacal will share Optimum’s media resource and

expertise, such as strategic planning, systems and media research,

including the Roar and Quality of Viewing studies.



Gary Ward, the media director of Griffin Bacal, will retain his

eight-strong media team and will also have access to Optimum’s strategic

planner, Natalie Birchall.



Griffin Bacal’s main media clients include the pounds 25 million Hasbro

Toys account, RyanAir, Sandals Resorts and Burberrys. The Hasbro account

gives the agency an acknowledged strength in the children’s market, but

Ward admitted that the new relationship with Optimum would enhance

Griffin Bacal’s media offering.



’It’s a reassurance to our clients that we have a fully resourced media

service and the ability to buy TV outside the children’s market,’ he

said.



Paul Taylor, the managing director of BMP Optimum, said the deal,

alongside the similar relationship with the sister Omnicom media

specialist, MGM, was an ’example of Omnicom starting to play to its

strengths by pulling together its media resource more effectively’.



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