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NEW YORK Media shops have learned a few things about procurement in recent years, as client reviews of their buying and planning assignments have increasingly focused on keeping costs in line.
Now, Omnicom Media Group said it plans to apply procurement practices for the first time to this year’s upfront market as it negotiates with media sellers for ad time during the upcoming TV season.
OMG — the management arm of Omnicom’s media agency group — said it is expanding the scope of OPera USA, its negotiating unit, to include “professional procurement resources.”
OPera leverages the scale of OMG’s resources and billings across global media agency networks OMD and PHD, as well as smaller shops M2M and Prometheus.
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