- Steve McClellan

NEW YORK Omnicom Group's OMD has named its director of digital operations in the U.S., Scott Hagedorn, to the post of managing director of the shop's East Coast region. Hagedorn replaces Mark Stewart who was named to run the global Visa account.

Visa recently consolidated most of its worldwide media chores under OMD (which previously handled the U.S. region). A separate review for Visa covering countries in the European Union is under way and a decision is expected shortly.

OMD said Hagedorn's appointment reflected its intent to ensure that digital capabilities and insights are fully integrated within its client teams. "These shifts represent the industry's move to a more digitally focused media strategy," said Page Thompson, CEO of OMD North America, in a statement. "So-called traditional media is certainly still a critical component of the media mix, but we are preparing for the future as media and technology evolve and as digital platforms become more prolific."

Earlier this month Visa consolidated about three-quarters of its $650 million media planning and buying duties with OMD, which prevailed over the other finalist, Mediaedge:cia. The two shops are also the finalists in the review for the client's EU business. Stewart, who joined OMD in 2005 from Universal McCann, where he was chief strategy officer, was said to be heavily involved in the Visa pitch.

OMD said Hagedorn would relinquish his OMD U.S. digital duties to assume the new Eastern regional post. He assumed the digital role last July, replacing Sean Finnegan, who at the time was promoted to director of a newly formed digital group at the Omnicom Media Group level. Just last week, Finnegan left for a new post at Vibrant Media. Replacements for both Omnicom digital posts are expected within a month, OMD said.

Hagedorn joined OMD in 2006 as director of innovation. He helped define new tools for integration, strategy, measurement and analytics in the digital space for the shop and its clients.