Omnicom unveils OMD brand in UK

Optimum Media Direction is to launch in the UK with billings of pounds 1 billion and has begun to pool resources for its three UK media brands: BMP Optimum, New PHD and Manning Gottlieb Media.

Optimum Media Direction is to launch in the UK with billings of

pounds 1 billion and has begun to pool resources for its three UK media

brands: BMP Optimum, New PHD and Manning Gottlieb Media.



The operation will combine research and international resources across

the Omnicom media portfolio and will examine further areas of

co-operation, such as centralised TV negotiations.



OMD UK will be run by a board comprising representatives from each of

the three media agencies - Colin Gottlieb from MGM, Paul Taylor from BMP

Optimum, and David Pattison from New PHD - as well as Daryl Simm, the

president of OMD Worldwide.



Charlie Varley becomes the director of the OMD Centre, representing the

UK interests in the OMD network. Tim Cox, who had been chairman of OMD’s

interests in London, has moved to BBDO.



The creation of OMD here will lead to the three agencies working

formally together for the first time in a move that Simm claimed marks

an important development in the global roll-out of the OMD network.



’Bringing the UK into the network is a crucial step,’ Simm said. ’We’re

building a global media brand but as the most sophisticated and

professional market, the addition of the UK brings real polish to our

network proposition.’



Each of the three media agencies has committed ’a significant sum’ to

fund the new operation and will work together on proprietary research -

both international and domestic - and provide a conduit for the three

agencies into the international network.



At the moment, each of the three media brands will retain their separate

identities, though BMP Optimum is renaming itself BMP OMD.



However, Simm acknowledged that joint television negotiations would be a

logical area to explore.



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