Western’s Magnani takes Euro strategy lead role at OMD UK

OMD UK has poached Peter Magnani from Western to take on the new role of director of communications strategy for Europe.

OMD UK has poached Peter Magnani from Western to take on the new

role of director of communications strategy for Europe.

Magnani, who was deputy media director at Western, will be responsible

for leading OMD UK’s business across Europe and will take charge of

OMD’s pan-European client Sony. OMD retained the Sony account after a

competitive pitch last year.

Magnani, who will report to Mark Palmer, OMD UK’s managing partner and

head of communications strategy, will take up his new role in June.

Palmer said: ’This is a very public statement that international

strategy is a leading-edge discipline. It’s important for OMD to behave

like a network rather than a collection of agencies.’

Magnani added: ’I will be providing team leadership and vision as to

where OMD wants to be. This is a framework to inspire and cajole

agencies in local markets to fulfil their potential.’

He leaves Western after a stint of more than a decade during which he

has also held the role of international media director. He has won a

number of media awards for brands such as Jack Daniels, Smirnoff and


BMP OMD was rebranded as OMD UK and combined with the OMD International

operation in London earlier this year. The overhaul came as the global

OMD media network sought to clarify its branding and positioning in

those markets where it has a number of independent media agencies.


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