OMG to launch new digital unit

Omnicom Media Group is set to launch a new digital unit called Access on 1 July.

The digital unit hopes to bring together search, affiliates and SEO, and combine them with new “cutting edge technologies”, which allow the group to bid in real time on ad exchanges and direct on publisher APIs.

OMG also plans to develop the media buying capabilities and duties of OPera in a bid to manage its portfolio of digital media and technology supplier arrangements so that they are aligned with future client requirements.

The group said with this unit in place, they will be “better placed to offer clients a deeper breadth and quality of digital services and market leading technology”.

“We will be ideally positioned to exploit the growing movement towards bidding and optimising media, as well as traditional CPM buying,” OMG said.

The new unit will be lead by Adam Pace, who will continue to report to Marc Bignell and John Overend.  In addition, Harriet Perry has been promoted to the role of trading and operations director of Access.  Perry will take over responsibility for the group’s existing media deals and negotiate deals going forward.

Access is expected to be made up of thirty five people in total, each with responsibility for PPC, SEO, technology and the group’s trading desk programme.

Pace said: “This is genuinely exciting for OMG. I believe the launch of Access creates a unique proposition and an opportunity to differentiate ourselves and our agencies – as well as enabling us to continue to offer outstanding digital services and results of our clients.”