OMD moves to enhance its outdoor offering via Posterscope agency

by Sarah Crawley-Boevey Media Week 08-Jul-08, 07:30

LONDON - OMD has created a panel of planners to liaise on a closer level with its retained outdoor agency Posterscope.

The internally created team, which is made up of planners across every level of the company from graduates to directors, will specialise in outdoor planning and work alongside Aegis-owned Posterscope to enhance Omnicom-owned OMD's outdoor ad offering.

All planning and buying will remain with Posterscope, which has a representative working out of OMD's office one day a week, but the two companies will now be working more closely.

Jonathan Allan, OMD UK managing director, dismissed rumours that the agency is bringing its outdoor planning and buying in-house, as many agencies are now doing, and stressed that the company had a "very close and ongoing relationship" with Posterscope.

Glen Wilson, deputy managing director at Posterscope, said OMD's move to deepen links with its outdoor agency echoes similar arrangements by other agencies.

"A lot of agencies appoint people with specific responsibilities to outdoor to aid the integration of things and it helps us work seamlessly with our agencies," he said. "Just like any other partnership, we try to alter our service to whatever the customer requires."

Last month, Media Week revealed that Publicis Groupe is reviewing its UK outdoor media arrangements and is considering putting all of its out-of-home business with one of the two outdoor specialist giants, Posterscope and Kinetic, or even launching its own agency.