OMD Integrates Digital, Traditional Media, Taps Hagedorn As East Coast Director

In a move reminiscent of Carat's integration of digital and traditional media, OMD this morning said it was putting its top digital media executive in charge of all of its East Coast operations as part of an effort to put digital at "its strategic core." The move follows last week's departure of Omnicom digital media chief Sean Finnegan. The reorganization moves Scott Hagedorn to managing director of the East Coast region from U.S. director of OMD Digital.

OMD North America CEO Page Thompson said the move reflects the integration of digital and traditional media at the highest strategic levels within OMD's organization.

"These shifts represent the industry's move to a more digitally focused media strategy," he stated, adding, "So-called traditional media is certainly still a critical component of the media mix but we are preparing for the future, as media and technology evolve and as digital platforms become more prolific."

As part of the reorganization, OMD said ongoing employee training will be put in place to help "nurture digital media and new technologies as a core competency amongst all team members."

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The move follows last week's departure of Finnegan, who had been CEO of Omnicom Media Group Digital, and had previously been head of OMD's digital media operations. Finnegan left to become chief media officer of online video advertising network Vibrant Media.

In a related move, OMD named long-time media strategy guru Mark Stewart global account and strategy director on its Visa account.

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