David Pattison, chief executive of New PHD, is to take the role of worldwide chief executive, leading a new global media network separate to Optimum Media Direction within Omnicom.
The new network is to be called PHD, a testament to the success of the New PHD brand in the UK. It will house Omnicom’s independent media agencies, including Creative Media and Advanswers in the US and HYPN in Canada.
OMD incorporates the media buying operations of BBDO worldwide, DDB worldwide and TBWA worldwide. It is led by Daryl Simm, chief executive of Omnicom Media Group and former Procter & Gamble media boss.
It operates in 30 countries and has recently expanded to the US, with the launch of a massive operation called OMD USA.
But in the UK, the network’s three media brands – New PHD, BMP OMD and MGM – have kept their separate identities. It is not yet clear if the creation of a global brand called PHD will affect the future position of BMP OMD and MGM.
New PHD’s clients include the BBC, The Economist, Sainsbury’s and Volvo.
Globally, OMD has a $15bn buying power while PHD has an estimated $2bn in billings.