Omnicom Gives OMD a Grand Plan

LOS ANGELES — For two years, Omnicom’s OMD media network has played from behind in the U.S., while other media-agency networks snapped up media-only accounts and added new responsibilities. But with last week’s sweeping restructuring, OMD may not only match its rivals, but also might even trump them, using a novel approach to dealing with the giant media sellers.

Since its formal launch in the U.S. in 2000, OMD has been limited to broadcast buying for siblings DDB, TBWA and BBDO, whose leaders were locked in debate over the shop’s shape and function in the U.S.