Omnicom works to bolster media

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 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

own resources.



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

media negotiations.



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

operations.



It served notice on one of its media suppliers, Eurospace, at the end of

last week.



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.’



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