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Revealing View Of OMD

  • Adweek, Tuesday, July 22, 2008 9:15 AM

By trying to play up the potential of its massive revamp, OMD paints a not-so-flattering picture of its old way of doing things. The reorganization is designed, in part, to trim a layer of mid-level account staffers who "spend too much time doing clerical work (like resolving time-buy discrepancies) and not enough time focused on client strategy," says an executive.

The reorganization has shifted some of the agency's most senior executives into group account director roles. "Clients want more dedicated people and more senior people on their business. They don't want a bunch of bodies running around that they don't know," says Page Thompson, North American CEO.

U.S. CEO Alan Cohen notes, "People use about 10% of what they know in their jobs here. I want to capitalize on the other 90%" to inject fresh thinking about client strategies. "The people here know about music, pop culture, design and new products. They travel and see stuff that no one else sees."

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