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OMD Worldwide is a media communications agency.^[1][2] It is a subsidiary of Omnicom Group and an Omnicom Media Group agency considered the holding company's 'media specialist brand'.^[3] Omnicom Media Group is the media services division of Omnicom Group.^[4][5] OMD is headquartered in New York City and its chief executive officer is Florian Adamski.^[6][7][8]

History[edit]

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The agency network was formed in Paris in October 1996 as Optimum Media Direction. It combined the European media operations of Omnicom's ad agencies DDB Needham and BBDO that were then known as Optimum Media and Media Direction, respectively.^[9][10] The establishment of OMD was seen as Omnicom's first step towards leaving a media-buying joint venture with WPP called The Media Partnership.^[11][12]

DDB Needham introduced the Optimum Media name for its media buying activities in the United States, Latin America and Asia-Pacific in conjunction with the launch of OMD in Europe, but didn't consolidate them with other parts of Omnicom at the time.^[13]

In 2000, DDB's, BBDO's and TBWAChiatDay's US media operations were also combined under the OMD name.^[14] In 2002, the company put together 'the biggest single media deal in history' with a $1 billion cross-media pact between The Walt Disney Company and the American Broadcasting Company.^[15]

The company has introduced various units for its clients such as OMD Create, a creative department, OMD Design, an end-to-end planning process, and Omni, an integrated marketing operating system.^[16][17][18]

In September 2017, OMD announced that Florian Adamski would be the company's next chief executive officer and John Osborn, of BBDO New York, would be its U.S. CEO. The company also established 'Better Decisions, Faster' as its promise.^[1] OMD led the '2019 New Business Barometer' for global media networks according to COMvergence, an international independent research company, and was the top-ranked media agency in total billings for 2019.^[3]

Recognition[edit]

OMD has received the Adweek 'Global Media Agency of the Year' Award in 2005, 2008, 2010, 2012, 2014, 2015, 2019 and 2020.^{[5][19][20][21][22]}Ad Age, a United States-based magazine, recognized OMD with its 'Media Agency of the Year' in 2002, 2005, 2009 and 2011.^[8][23]

Subsidiaries[edit]

• OMD NA
• OMD LATAM
• OMD EMEA
• OMD APAC

References[edit]

1. ^ ^abCoffee, Patrick (24 February 2019). 'How Global Media Agency of the Year OMD Clawed Its Way Back to the Top After Falling So Far'. Adweek.
2. ^Graham, Megan (26 June 2018). 'Why OMD Is Shifting Its Innovation 'Factory' Model'. Ad Age.
3. ^ ^ab'OMD Had Best 2019 New Business Record Among Global Media Agencies'. PR Newswire. 23 February 2020.
4. ^'Omnicom Group'(PDF). AdAge.
5. ^ ^abOster, Erik (23 February 2020). 'Global Media Agency of the Year OMD Turned a Comeback Into a Formula for Repeatable Success'. Adweek.
6. ^'OMD retains top global media agency title for 2019'. Campaign.
7. ^O'Leary, Noreen (8 February 2015). 'Global Media Agency of the Year: How OMD Became the One to Beat in 2014'. Adweek.
8. ^ ^abAlexandra Bruell (January 23, 2012). 'OMD Is Ad Age's Media Agency of the Year'. Advertising Age.
9. ^'Omnicom Forms European Media Unit'. The New York Times. 18 October 1996.
10. ^'BMP media arm to set up as dependant operation'. Marketing Week. 18 October 1996.
11. ^'NEWS: Omnicom rejigs Euro media arm'. Campaign. 18 October 1996.
12. ^'DDB, BBDO TO COMBINE EUROPEAN MEDIA GROUPS;NEEDHAM UNIT IN U.S. UNVEILS NEW NAME, TV TOOLS'. Advertising Age. 14 October 1996.
13. ^'DDB Needham Renames Media Group'. The New York Times. 17 October 1996.
14. ^'Omnicom Makes Its Media Move'. Adweek. 28 February 2000.
15. ^Bloom, Jonah (3 March 2003). 'OMD Used to be Omnicom's Weak Link, Not Anymore'. Ad Age.
16. ^McAteer, Oliver (18 June 2019). ''Evolve or die': Q&A with OMD WW CEO Florian Adamski'. Campaign.
17. ^McClellan, Steve (17 January 2010). 'Global Media Agency of the Year: OMD'. Adweek.
18. ^Liesse, Julie (30 April 2012). 'What Matters Now'(PDF). Ad Age.
19. ^McClellan, Steve (27 February 2006). 'OMD Worldwide'. Adweek.
20. ^McClellan, Steve (9 February 2009). 'OMD: Global Media AOY 2008'. Adweek.
21. ^Feola, Katie (23 January 2012). 'Media Agency of the Year: Global, OMD'. Adweek.
22. ^'OMD Named Global Media Agency of the Year 2019 by Adweek'.
23. ^'OMD Has Been Selected the Global Media Agency of the Year'. Adweek. February 9, 2014.

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