OMG stressed, however, that the current digital units at both of its media/planning agencies--OMD Digital and PHDiq--will continue to provide digital media services to their respective clients.
Challenging the agency world's self-seeking image, Finnegan said that OMG Digital is all about sharing and cooperation.
"OMG Digital opens the door for clients to tap into the trends and insights gleaned across Omnicom's entire network," he explained.
OMG Digital plans to coordinate digital media buying scale globally to give Omnicom clients greater negotiating leverage. Also, Omnicom Media Group has already begun developing a proprietary media intelligence platform to track consumers' interaction with digital advertising in order to provide better behavioral and targeting insights.
The new OMG Digital structure will extend beyond North America, with managing directors in Asia Pacific, EMEA and Latin America.
The unit also includes NEXT, Omnicom Media Group's media futures practice. The restructuring raises the profile of Jeff Minsky, director of NEXT, who will now be expected to extend his digital expertise and guidance to clients on a global level.