Omnicom Forms Digital Buying Group

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 not equivalent to the traditional side in garnering the lowest CPM,” Finnegan said. “It’s more about the effectiveness” of campaigns.

Omnicom clients would have the ability to opt into any use of their campaign data, even on an aggregate level, he said.

“The spirit of a cookie is what we’re after: Any and all intelligence that can be generated from our online campaigns, we’re looking to capture,” he said.

Finnegan reports to Darly Simm, CEO of Omnicom Media Group. The new unit does not affect the day-to-day client service structure at either OMD Digital or PHDiq, the company said.

Finnegan joined OMD Digital as its Midwest director when it was formed in 2002 through the combination of the Internet media practices of AtmosphereBBDO, TBWA\Chiat\Day, Rapp Media and Tribal DDB, where he was media director.

He was named U.S. director in October 2004. His previous agency stops include JWT Digital, APL Digital and Darwin Digital. He began his career at BBDO, where he worked on traditional media planning and buying.

Finnegan is replaced at OMD by Scott Hagedorn, who was previously director of innovation at OMD, where he helped define the next generation of integration, strategy, measurement and analytics in the digital space for the shop and its clients. Hagedorn becomes U.S. director of OMD Digital and reports to Page Thompson, CEO, OMD North America.