Omnicom is considering launching a media buying club across Europe
in a move which should see New PHD and BMP Optimum share media
negotiations and support services.
Omnicom already has two media brands based in the UK - New PHD and BMP
Optimum - and has a 32 per cent stake in Manning Gottlieb Media.
With the rival agency network, WPP - with which it currently
collaborates in the Media Partnership on the Continent - planning to
centralise its media power by combining the J. Walter Thompson and
Ogilvy and Mather media brands, Omnicom is now looking to maximise its
A new umbrella Omnicom media brand will enable New PHD, Optimum and TBWA
Simons Palmer’s eventual media partner to benefit from more muscle in
They will share costs on media research, training and other back-up
areas, while retaining their individual brands. Both Optimum and New PHD
have a strong reputation for quality and performance which Omnicom is
keen to preserve.
The plans come in the wake of a rationalisation of Omnicom’s media
It served notice on one of its media suppliers, Eurospace, at the end of
Eurospace was established as a media brand for TBWA, though it is owned
and run by the media independent, Carat. However, when TBWA merged with
Simons Palmer Clemmow Johnson in January this year, the relationship
with Eurospace was thrown into question and will now be terminated at
the end of the year.
The move poses a question mark over Eurospace’s pounds 200 million media
billings across Europe. Nissan, Eurospace’s largest client, does not
have a direct contract with the media company.
Brian Carolin, Nissan’s marketing director, said: ’We have had an
excellent working relationship with Eurospace over the last three years,
and we have no plans at present to rethink our media arrangements. But
we will review the situation once Omnicom’s media plans become clearer.’