Omnicom in U-turn on integrated policy
Omnicom has been forced into a U-turn on its much-vaunted strategy to align TBWA\Worldwide with Agency.com after the two networks failed to implement their proposed integration.
The move has been driven out of the US, where the Agency.com founder,
Chan Suh, has recently re-taken the role of chief executive after a
stint as chairman.
From the end of this year, Agency.com in London will no longer report
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Lindsay. The same change is expected to be implemented in other markets
in due course. At the same time, there will no longer be any obligation
for the two agencies to work together on existing clients or new
business.
Sources say that senior management at TBWA has been debating the future
role of Agency.com within the network for some time. The London agency
is thought to have already kicked off plans to partner with an
independent digital shop, a move that could lead to eventual
acquisition.
In the UK, Agency.com became part of the TBWA group of companies in
December 2005. However, the two companies have struggled to work
together since.
Sources close to Agency.com say it resented having to work on digital
production to support TBWA campaigns rather than focusing on its own
clients, which include British Airways and BT.
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