• by January 4, 2005

OMD Digital has created an emerging platforms department and appointed Jeff Minsky to head the new function.

Based in New York, Minsky becomes director of emerging platforms, reporting to Chicago-based Sean Finnegan, director of Omnicom Group's OMD Digital. Minsky had been OMD Digital's East Coast director.

In the newly created position, Minsky will evaluate all existing and emerging technologies as they relate to the Internet, and all media impacted by digital technologies, Finnegan said. "That's everything from interactive TV, gaming, wireless, digital video recorders, and even outdoor," he said. "Jeff's going to be educating and implementing."

Finnegan, who was promoted to his current post late last year, said that Minsky will work closely with the directors of OMD's TV and digital departments: "Jeff is rooted in the digital department, but it's a non-territorial position, accentuating what we've already been doing." The position will be accountable to both the TV and digital business units, Finnegan said.

In addition to assessing digital technologies, and educating and advising clients, Minsky is expected to be involved in planning recommendations for the broadcast TV upfronts. He will also be involved in video-on-demand initiatives like the one Visa is participating in with Fox Cable Networks. Visa, a client of OMD, is an advertiser on the National Geographic Channel's "Behind the Mysteries" program, a show that will run on an on-demand basis.

Andy Chapman, a group director for BBDO, New York, is moving into Minsky's old job as East Coast director of OMD Digital, reporting to Finnegan.