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The Omnicom media network OMD is launching a UK umbrella group that will see OMD UK and Manning Gottlieb Media merging some of their interests.
The two agencies will remain as separate competing businesses but Manning Gottlieb will take on the OMD brand to become Manning Gottlieb OMD. The two agencies will now conduct joint buying negotiations across all media and combine their research, online and econometrics resources.
Paul Taylor, the chief executive of OMD UK, will take the enlarged role of chief executive of OMD UK Group. As well as leveraging the strengths of both agencies, the creation of the UK group fits with OMD Europe's ambition to create a stronger network by rebranding all agencies as OMD.
A full merger of the two agencies was discussed but Taylor said this was ruled out at "an early stage". Instead, the creation of the OMD UK Group will see the formation of two new divisions; OMD Interactive, combining the digital resources of both agencies, and OMD Metrics. The ...