Two Omnicom Networks Strengthen Digital Leadership

Finnegan to Head OMG Digital; Rapp Collins Names Pomeranz Global Chief Digital Officer

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NEW YORK ( -- Omnicom Group is cranking up its global digital offerings with the emergence of new digital leaders within two of its companies.
Sean Finnegan
Sean Finnegan

Sean Finnegan is leaving his post as U.S. director of digital at OMD to become the CEO of Omnicom Media Group Digital, a new unit within the group that oversees all of Omnicom's media entities, such as OMD, PHD and Fuse Sports & Entertainment.

"Omnicom Media Group wants to provide clients globally with new benefits in digital through initiatives that leverage the scale of the entire Group," Mr. Finnegan said in a statement. "Some examples of what we hope to achieve include the development of more advanced digital traffic capabilities, new digital business intelligence applications that maximize client ROI, and a digital media negotiating capability that allows us to leverage the full global clout of OMG to maximize buying advantages."

New-media know-how
The move effectively takes Mr. Finnegan's skill for infusing new-media know-how into a group and brings it to the planning and buying units of the world's largest marketing-services holding company.

It is not yet known who will take his position at OMD.

In a 2006 interview with Advertising Age, the 35-year-old Mr. Finnegan said digital simply can't be siloed anymore.

"Back in the dot-com heyday, it was an art form for the digital group in the corner to keep anything innovative to itself and hold it hostage," he said. "Now, if you want to grow, you give it away to the rest of the agency."

Meanwhile, Omnicom's direct-marketing agency, Rapp Collins Worldwide, has named Ricardo Pomeranz global chief digital officer. In the newly created position, Mr. Pomeranz will be responsible for assessing the agency's digital strengths and implementing them throughout the network to "establish world-class integrated solutions on a global scale," according to the agency's spokeswoman.

'Center of all our solutions'
"The internet is in the center of all our solutions," Mr. Pomeranz said. "As far as we are concerned, the internet is at the center of our relations with customers and is the key to deepening that relationship. The challenge now is how we integrate our online and offline channels together."

Mr. Pomeranz argues that direct and digital are naturally aligned, but the difference for direct-marketing agencies is the strategy, which will help make the best use of, or cull the most important data from, a medium where the customer is calling the shots.

As president and partner of Rapp Digital, a division of Rapp Collins Brazil founded in 2000, Mr. Pomeranz helped the unit grow with direct online communications with consumers using database support. He will continue in the role, but report directly to Rapp Collins' global CEO, Gary Von Kennel.
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