PHD Becomes Third Shop To Create New Buying Post Enlist Uber Buying

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As media shops scramble to prove they are media neutral, at least one maneuver seems to be gaining favor: appointing a single executive to oversee buying across all platforms. Starting today, Omnicom’s PHD becomes the latest agency to do so, hiring John Swift as managing director to oversee everything from broadcast and print to online and emerging media buying.

Swift’s shift to the newly created position comes a month after a similar move by Interpublic shop Initiative, which promoted Tim Spengler to chief activation officer in charge of all that shop’s buying units.

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