Omnicom is to develop New PHD into a second global media network which will work parallel to Optimum Media Direction.
David Pattison, chief executive of New PHD, is to head up the PhD network, from its London offices. At the same time BMP OMD will become OMD UK incorporating OMD UK International and OMD Europe.
It is understood the decision to launch a second network emerged after Omnicom’s initial plans to unite all media operations under a single brand, met strong resistance.
PhD will initially be made up of four agencies – New PHD, Creative Media and Advanswers in the US, and HYPN in Toronto. The network will be expanded progressively by finding new members that complement the profile of its existing companies.
Daryl Simm, chief executive of Omnicom Media Group said: “David has the insight and skills to grow PhD throughout the world. New PHD has been recognised as Media Week’s UK Media Agency of the Year for the past two years and there is no-one more capable of leading this network.”
Pattison said: “We have almost a blank sheet of paper and the Omnicom resources to build a fantastic communications network. The opportunity to grow and extend both locally and internationally is very, very exciting.”
The UK’s other OMD media brand, Manning Gottlieb Media, will not be joining PhD, partly due to conflicts between its Nike account and New PHD’s Adidas business. It is expected to retain its independent status, while working closely with the OMD network, specifically its newly won Nissan business.
OMD UK will be headed up in the UK by chief executive Paul Taylor – currently managing director of BMP OMD. Tim McCloskey, Mark Palmer, Ian Lomas and Steve Williams have been named as managing partners and Johan Denekamp chief operating officer of OMD Europe becomes non-executive chairman.
Taylor said: “Increasingly our clients are requesting European and international capabilities and this move enables us to build the scope and scale of our operations.”
The redrawing of Omnicom’s media business will also see all media activities in the US branded as OMD USA for the first time.
John Wren, chief executive of the Omnicom Group described the changes as “the strategic foundation on which we’ll manage our media companies for the long term”.