Omnicom’s PHD has poached Andrew McLean, chief business development officer at WPP’s GroupM, to run its U.S. operation as CEO.
McLean (pictured) replaces Scott Hagedorn, who has been reassigned to oversee a new Omnicom Media Group digital and analytics unit called Annalect Group. The moves are effective Dec. 1.
Hagedorn had overseen PHD since December 2008. During his tenure, the shop lost Charles Schwab and Relativity Media but won Porsche (as part of a global review) and Humana (as part of a holding company effort) and retained Discovery Communications.
Prior to assuming his most recent role at GroupM, McLean was president, global clients and business development at WPP’s Mediaedge:cia.
Meanwhile, Annalect combines more than 300 digital and analytic specialists across OMG, including media analytics, business intelligence, tools and dashboard systems, econometric modeling, search and its demand-side trading platform. The idea is to deliver a higher level of consumer insight and increase the efficiency and impact of Omnicom’s $2 billion in annual digital ad buys.
Hagedorn, who is credited as an architect of the new operation, will report to OMG CEO Daryl Simm. “In many ways, Annalect Group represents the future of new media client services,” said Simm. “In aligning our digital platform and investment strategies, and leveraging our digital media scale, the Annalect platform enables better consumer insights, more precise audience targeting and more effective media investment strategies.”