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OPera launches digital venture.(Omnicom S.A. launched OPera Digital )(Brief article)
Omnicom throws its weight behind online media by pooling pounds 100m digital spend into one division.
OPera, the media negotiation arm of Omnicom, is extending its operations into the online buying market.
The joint venture between OMD and PHD is launching OPera Digital, which will bring together more than pounds 100 million in online billings from OMD, PHD and Agency Republic.
OPera Digital will negotiate umbrella deals with major online media owners on behalf of Omnicom agencies. It is also hoping to persuade other Omnicom agencies that buy digital media, including Agency.com, Tribal DDB, Proximity and WWAV Media, to participate.
Day-to-day online buying will continue to be handled by each agency, but OPera will contribute scale and a streamlined approach to systems and technology.
Trading will be handled by John Overend and Marc Bignell, the joint managing directors of OPera, alongside the heads of online at participating Omnicom agencies, including Agency Republic's Martin Kelly.
Nick ...
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