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
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.