Omnicom’s PHD Absorbs PentaCom, DaimlerChrysler

LOS ANGELES–Omnicom Media Group is incorporating its estimated $1.6 billion-plus PentaCom media buying and planning unit for DaimlerChrysler into its second media network, PHD, as part of a restructuring of PHD in the U.S. The restructured network also includes Omnicom Media Group units Creative Media, New York, and Advanswers, St. Louis. All three of the agencies will now be known as PHD. Omnicom said its new entity will command an estimated $4.5 billion-plus in U.S. billings, putting it in the top ten among U.S. media shops. As part of the restructuring, PHD worldwide CEO David Pattison will relocate from London to New York and Steve Grubbs, formerly U.S. CEO of Omnicom’s other media network, OMD, will become PHD CEO for North America. The moves follow a similarly sweeping restructuring of OMD earlier this month [Adweek, March 4].