Omnicom Group undertakes major reshuffling of operations

Both PHD and OMD – the media agencies that sit within the Omnicom Media Group network – are getting new US leaders as OMD’s current US CEO, Alan Cohen, leaves to start his own shop.

As a result, Monica Karo, the US chief at PHD, has been tapped to take over as US CEO of larger shop OMD. That move left a hole atop PHD’s domestic operations; it will be filled by Robert Habeck, executive director of global accounts for Omnicom Media Group. Both appointments are effective immediately.

“Media investment can no longer be defined in terms of channels or technology – it must also be rooted in a deeper understanding of the client’s broader business priorities, challenges and goals,” said Karo said in a statement. “Assuring that depth of insight and knowledge for our clients will be my top priority.”

The series of changes come as Cohen exits OMD after a five-year run. With the backing of Omnicom, he’s embarking on a new venture to start an agency with an unusual name: “Giant Spoon.” He’s also taking three coworkers with him. They are: OMD Chief Innovation Officer Jonathan Haber, OMD’s Ignition Factory East’s director Trevor Guthrie and Ignition Factory West’s director, Marc Simons.

Omnicom Media Group will have a minority stake in the shop. Details have yet to emerge about how the new agency will be positioned to clients, but it will likely specialise in non-traditional media given who Cohen’s launch partners are. For example, Ignition Factory, has been responsible for ideas such as electronic ads in print magazines and has been focused on creating campaigns that go beyond paid media. – Adage