• by Steve McClellan  @mp_mcclellan, July 31, 2019

OMD has named Danielle Sporkin U.S. head of integrated planning, a new role at the agency, part of Omnicom Media Group.

Sporkin joins OMD from her role as senior vice president-client partner at Group M’s Essence, where she was a global client lead for the agency’s Google business, and led product and process development. She also launched and led an internal future-proofing initiative focused on the development of tools and automated processes to free more agency time for creative and custom media solutions.

Adding the new position, explained OMD President-Chief Media Officer George Manas “is the next step in a process that began in April with the integration of all performance marketing and data science capabilities at the account team level.” That move, he added, enabled the agency “to plan media the way people consume it-- across multiple channels and touchpoints.” 

According to Manas, executing against the new model revealed the need for a day-to-day leader with the combined expertise in product, people and media integration processes. Sporkin fills the bill, he said. “Danielle is singularly qualified to not only take on this role, but to define it.”

Prior to joining Essence, Sporkin directed the client engagement team at IPG Media Labs; managed digital planning and buying for Sony Network Entertainment & Sony Corporate at UM; and managed integrated communications planning for the Gillette business at Carat.  

Sporkin will be based in New York, reporting to OMD North America Chief Strategy Officer Kristen Colonna.