Omnicom’s PHD retains Google business locally

Calum Jaspan

December 2, 2021 10:52

After it was announced that Google had aligned its global media buying and planning with WPP’s Essence two weeks ago, it has now been revealed that the tech giant has retained the services of Omnicom Media Group’s PHD in Australia.

Mumbrella understands that the local decision was made after the initial realignment, making it the only market globally to not fully move to the GroupM agency, with PHD retaining its offline buying business, while Essence continues to service its digital and programmatic capabilities.

The move comes as Essence locally looks to merge with AKQA Media on 1 January 2022.

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Calum Jaspan

Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.