OMD UK has launched a real-time creative unit, Newsroom, in partnership with Buzzfeed, The Guardian, Global Radio, Google, Facebook and Outbrain.
The launches form part of OMD UK’s new agency structure, designed around an agency ambition to generate ideas and earn clients a ‘greater share of people’s lives’.
The Newsroom, led by head of innovation Toby Gunton, aims to identify what is capturing people’s attention in real-time and turn it into creative, culturally-relevant, ideas for the agency’s clients.
OMD has appointed Channel 4’s Julian Flavin as its head of data science and Sarah Gale, who is joining as head of insight from Ipsos MediaCT. Both will work on projects of the content hub.
Additionally, a multi-discpline creative hub OMD Create has been formed to deliver bigger and bolder creative ideas for clients. It will be led by managing partner of strategy, Hamid Habib. The hub will be supported by OMD UK’s existing creative team, run by creative director Ann Wixley, which will continue to drive creative output.
Finally, XMP is the group’s new cross-media planning and optimisation team which aims to help clients address the flow of audiences through media brands and across media platforms, as well as the increasing use of real customer data in media planning via programmatic. It will be run by head of planning, Vicky Fox.
Dan Clays, managing director of OMD UK said the new structure and services will better enable integration across the communications landscap.
“It will help us tap into real-time culture and get to bigger and better ideas for our clients. We are elevating the importance of data and creativity in media planning, ensuring we are set up to drive the highest levels of planning rigour and invention, for which the opportunity has never been greater."
The changes follow OMD UK’s Future of Britain initiative that was adopted globally in 2014.