MAM

Media Direction' to 'Optimum Media Direction

It's been on the cards for a while now. The media arm of the Omnicom group, Optimum Media Direction (OMD) setting up shop in India. Known as OMD internationally except in India, the global media agency, which is second in command worldwide was formed with Optimum Media and Media Direction coming together. The process of OMD coming to India, and Media Direction becoming a part of OMD has intensified this year. Although, a number of issues are yet to be resolved.

Omnicom's creative agencies are DDB, BBDO and TBWA. In India, DDB has a 10 per cent stake in Mudra, BBDO has a majority stake in RK Swamy (50.1 - 49.9 % )- the first Indian agency to have an international tie-up) and TBWA a majority stake in TBWA-Anthem which took place last year with 60-40 ownership.

For the formation of OMD in India, one would assume that all the three creative agencies need to have majority holdings from their international partner, as that is the formula traditionally adopted by OMD in other markets. Considering DDB is a minority holder in Mudra, how OMD International will work this out is still a big question mark. What is clear though, is that the shareholder issues are coming in the way of consensus on the formation of OMD. Some clarity on this issue was given by Swamy, "OMD will come to India in the next few months."

Internationally, OMD is an established media brand though Optimum Media and Media Direction as entities have been retained under OMD to handle conflicting interests. Media Direction currently functions as OMD's partner in India, with its P&L separated which guarantees operational independence. Media Direction is also in charge of all OMD’s network client’s in India for recent years like Allianz, Singapore Tourism and Peoplesoft.

How will OMD make a difference to Media Direction?

States Tarkas, "It will make a difference to a limited extent. The big change being access to their international tools and knowhow. But in my experience, I believe that a lot of international tools needs to be tweaked and customised to Indian market realities. So, we are already developing our own indigenous tools."

One would also assume, that if OMD is formed in the conventional way (which might actually not be the case) Media Direction and Optimum Media Solutions (Mudra's media agency) will come together to form OMD. In this scenario, Media Direction may then get a significant push as a media agency both in terms of a independent stature as well as being taken more seriously by clients as a media hot-shop.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Jon_Flaxman-Sandeep_Dadlani.jpg?itok=YP3vGqgk
Infosys & HP tie up for digital transformation

MUMBAI: Infosys and HP have launched joint Retail Point of Sale (RPOS) and Enterprise Device as a Service (DaaS) solutions to help businesses accelerate digital transformation as part of the HP Global System Integrator (GSI) Alliance Program.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Coolpad.jpg?itok=HRLBMQWZ
Robbie Grewal directs 'youthful' Coolpad TVC

MUMBAI: Coolpad, a global leader in smartphone manufacturing and integrated wireless data solutions, has recently launched a TVC for Coolpad Cool 1.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/sachin%20billion%20dreams_0.jpg?itok=21Cdkhxs
ITW Playworx co has Sachin's Billion Dreams mandate, releasing today

MUMBAI: Matchbox Media, a media arm of ITW Playworx bagged the overseas media duties of Sachin: A Billion Dreams, the top starrer and much awaited Indian biographical film. The movie directed by James Erskine and produced by Ravi Bhagchandka Carnival Motion Pictures, starring Sachin Tendulkar,...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/mxus.jpg?itok=LmENWAyo
'17 IPL buzz doubled, Virat sliped six spots & Voda had most engaging content

Maxus, the global media agency of GroupM, has analysed the social conversations that happened around IPL Season 10. This study has been done by Maxus Mesh – the marketing command center and dialogue engine that reads environmental signals in real-time.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Sandeep%20Dadlani%20and%20Mike%20Clayville.jpg?itok=SfrGBep_
IGS-powered Infosys Data Lake on Amazon Web launched

MUMBAI: Infosys, a global leader in consulting, technology, outsourcing and next-generation services, announced the launch of the Infosys Boundaryless Data Lake offering powered by its Information Grid Solution on Amazon Web Services (AWS).The solution allows enterprises to do more with their data...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Joy%20Mohanty.jpg?itok=HCeHJDo_
Volini gets a #PatOnTheBack from Lintas

MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Susan%20Josi%20and%20Sangeeta%20Barde.jpg?itok=Cy_yR2Vn
Havas Health & You to broaden APAC offering with Sorento buy

MUMBAI: Havas Group is expanding its capabilities and footprint in the important and burgeoning Indian market by adding Sorento to its roster of agencies. Sorento will integrate the Havas Health & You business unit and be rebranded Havas Life Sorento. This strategic acquisition will allow Havas...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/asci.jpg?itok=7aeMmdUa
ASCI bags gold award for mobile app 'ASCIonline'

The Advertising Standards Council of India (ASCI) has bagged the gold award for their Mobile App “ASCIonline” to receive consumer complaints against false advertisement at the Global EASA Best Practice Awards 2016.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/icc.jpg?itok=ob5d-Vso
Maxus wins media mandate for ICC Champions & ICC Women’s World Cup

Marketing communications consultancy Maxus has won the media mandate in India for ICC Champions Trophy and ICC Women’s World Cup 2017 to help marketers build profitable relationships between consumers and their brands.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories