OMD adopts new trading structure, defines traditional media as screen or off-screen
Dan Sinfield, Mel Hey, Jo Dick
Media agency OMD has introduced a new trading structure, defining traditional media negotiations as either screen or off-screen.
OMD’s head of TV Melissa Hey will head up screen trading, which covers TV and cinema. Jo Dick, head of radio, cinema and outdoor, will run the off-screen trading team, which covers print, radio and outdoor.
Digital is negotiated separately, since there is not an adequate measurement system that combines digital with TV, the agency said.
This is seriously lame, guys.
Putting “TV and Cinema” together under a specialist team.. this smacks of internal focus / workload management rather than bringing anything of value to the client.
Which client in Australia is seriously demanding that TV audiences and Cinema audiences need to be better managed together, as a matter of high strategic importance? Name one..
Why don’t they just segregate their workload like A-K and L-Z.
Wow, sun comes up in the morning shock! Moving the deckchairs just smacks of desperation, until the old agency philosophies adopt the new trading models the industry will just hear more of this ‘news’. Sadly for OMD it’s going to take a lot more than this to catch their competitors, if anything, it’s changes like this that tell every competitor what they need to know
Whats ‘seriously lame’ is your comment and attitude “Henry T”. It’s called progress and evolving the business model. These are two seriously good media people and OMD are capitalising on their expertise and market knowledge – and clearly are meeting the demands of their clients. Your comment smacks of a cynic who has been in the game (or perhaps on the fringes) too long. It’s easy to stand on the sideline and heckle – get in the game and compete if you think you are capable of better. Though I seriously doubt that.
In a convergent world the whole notion of operating your buying in silos is crazy. What happens when more digital panels appear in the outdoor which OMD classifies currently as “off screen”. All seems very silly to me.