OMG Forms Global Digital Unit

Omnicom Media Group said it is rolling its digital expertise into one unit, OMG Digital, which will oversee $2 billion in worldwide media spending. Sean Finnegan has been appointed CEO of the new group, reporting to Daryl Simm, chairman and CEO of Omnicom Media Group. Finnegan previously led digital media at OMD USA.

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.