BMP DDB is finally relinquishing its full-service credentials to
launch its media department as a separate brand, BMP Optimum.
BMP’s media department has been one of the most successful media
operations in recent years, despite being one of the few remaining
in-house departments in a market that has moved towards the separate
Now, however, BMP has decided to launch its own media brand in
recognition of the contribution made by independent media business.
BMP Optimum will open its doors on 7 April and will have its own
reception area - next door to the existing BMP reception on Bishop’s
Bridge Road in London. Derek Morris and Paul Taylor, BMP’s joint media
directors, will take over as the joint managing directors of the new
Taylor said: ’We wanted a first-class image for a first-class service
for first-class clients, and this positioning will allow us to underline
Morris explained that BMP Optimum would ’stand for what BMP’s media
department has always stood for - brilliant buying and brilliant
planning’. He added: ’This will make us more competitive. Up to now,
we’ve been fighting with one arm tied behind our back.’
BMP topped Campaign’s media-only business performance register last year
with a pounds 50 million string of wins, which included Vodafone,
Lancaster cosmetics and HMV.
Taylor said that the BMP media department had met the challenges of the
changing media marketplace several years ago, without having to hive off
the department into a separate company as a defensive measure.