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International: Omnicom prepares for its media transformation

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International: Omnicom prepares for its media transformation

Omnicom Group's transformation of OMD into a fully integrated media operation is imminent as the holding company prepares to transfer the bulk of the media operations from its three agency networks into OMD.

The consolidation of media planning and research from its three core agencies -- DDB Worldwide, BBDO Worldwide and TBWA Worldwide -- into buying operation, OMD is expected to be formally unveiled within the next two weeks following client briefings.

Globally, Omnicom's combined media operations rank fourth in billings, according to the most recent Advertising Age magazine rankings, behind the media billings of Interpublic Group of Cos., WPP Group and Publicis Groupe.

Omnicom agency clients include powerhouse marketers such as Dell Computer Corp., McDonald's Corp., Pepsi-Cola Co. and Visa USA.


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