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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.