Omnicom Forms Digital Buying Group

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NEW YORK Omnicom Group has reorganized its digital media buying structure, creating an umbrella entity to complement the digital units of OMD and PHD.

Sean Finnegan, formerly U.S. director of OMD Digital, will lead the unit, called OMG Digital. It also encompasses Next, the holding company’s emerging-media practice.

While OMG Digital will oversee about $2 billion in spending, the move is designed not only to increase the leverage Omnicom agencies have with digital media properties like Google, Yahoo! and MSN but also to find ways to use shared behavioral insights to better target ad campaigns.

“It’s

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