Omnicom eyes Weapon7 in digital land-grab

Omnicom is understood to be close to a deal to acquire Weapon7, the interactive TV agency, for an undisclosed sum in cash and shares.

The independent agency has been talking to a number of networks, but is expected to formalise a sale to Omnicom within the next few weeks.

Although the interactive TV medium has yet to take off in the US, Omnicom is understood to be planning to roll out the Weapon7 brand on an international basis.

Weapon7 has developed ties with Omnicom creative and media agencies. It recently began collaborating with Zulu, the mini-network made up of Claydon Heeley, Code, Agency Republic, Alcone and Ipsh. It has also worked with DDB, Abbott Mead Vickers BBDO, TBWA, PHD and OMD on interactive TV campaigns for clients including Chrysler, Camelot, Nissan and Adidas.

For Adidas, it produced the award-winning "Lions" work with PHD, which saw Jonny Wilkinson and the British Lions rugby team take on the All Blacks at British Bulldog. The interactive TV spot allowed viewers to see the whole three-minute game and listen to commentary from Martin Johnson and Jonah Lomu.