BMP DDB’s media department is to become a media dependant, called BMP Media, within the next two months.
It will report to parent Omnicom’s unified media network, Optimum Media Direction (OMD), which was launched across Europe this week.
BMP Media and sister media agency New PHD will sit on an OMD UK board chaired by Tim Cox, current European media director of BBDO Europe and a former BMP media director. Cox will be independent of both agencies and based at Omnicom’s UK headquarters.
The UK board is expected to comprise Cox, media directors Paul Taylor and Derek Morris from BMP, New PHD’s chairman Ken New, and managing partners David Pattison, Nick Horswell and Jonathan Durden.
Across the rest of Europe, Omnicom’s BBDO and DDB media operations will be merged under either an Optimum Media brand (where DDB has a bigger operation) or Media Direction (where BBDO is bigger). The overall structure will be run by Viviane Prat as chairwoman of Optimum Media Direction.
BMP has rejected the Optimum name for the new media dependant in the UK because of the strength of the BMP name. “BMP is a fantastic set of initials,” says one source.
OMD will instead be used as a conduit for pan-European business for both New PHD and BMP Media. It will also be used as a forum for sharing and investing in bespoke research.
The launch of BMP Media is being held back while the details of the OMD UK board are being finalised. BMP also wants to convince clients that they will see no operational changes within the two UK outfits.
The Media Partnership, Omnicom’s joint media buying venture with WPP’s networks, will “continue to play a role where relevant”, according to Omnicom.