• by Joe Mandese  @mp_joemandese, March 4, 2008

Omnicom continued the restructuring of its digital media operations Monday tapping Visa's Jon Raj chief U.S. digital officer. The appointment comes amid a swirl of activity within Omnicom Media Group's digital organization.

In January, Sean Finnegan stepped down as CEO of Omnicom Media Group Digital to join online video advertising network Vibrant Media as chief media officer.

Following Finnegan's departure, Omnicom's OMD unit moved Scott Hagedorn from U.S. director of OMD Digital to managing director of OMD East, as part of a trend of agencies forcing integration by putting digital media executives in charge of their full-service media operations. Hagedorn had been director of OMD Digital since July 2007, and had succeeded Finnegan in that role.

Raj, who succeeds Hagedorn, comes from the client side, serving most recently as vice president-advertising and emerging media platforms at Visa. Prior to that, he has worked at a number of top agencies, including Saatchi & Saatchi, Ketchum, CKS and Tonic360 (now JWT).

As director of OMD Digital, Raj will oversee all of the agency's digital and emerging media initiatives in the U.S., and will report directly to Page Thompson, OMD North American CEO, and will sit on OMD USA's Operating Council.

OMD acknowledged that the appointment was part of a management restructuring to "position digital at the core of all media strategy." OMD asserts that it now has a "digital representative" sitting on every account team, and that all its employees are receiving training to "nurture digital media."