The new division, baptized "comwebco," will be led by BDDP France President Nick Baum, who will coordinate all-inclusive packages based around services offered by other members of the Omnicom Group.
Comwebco's strategy will focus on tailoring traditional advertising (BDDP@TBWA and BDDP & Fils), media planning ( OMD), public relations (BDDP Corporate) and interactive design and marketing services (BDDP@Tequila Interactive) to the rapidly evolving world of Internet business and electronic commerce, according to Mr. Baum.
By putting the weight of the Omnicom Group behind the new division, comwebco will offer clients one-stop shopping for services ranging from creation of a name or a logo, design and coordination of online and offline advertising campaigns, management of direct marketing or database services and planning public relations events.
BDDP France is no stranger to the Internet, having recently landed online budgets for France Telecom-owned e-commerce site Alapage.com and pan-European online auctioneer QXL, partly owned by Bernard Arnault, who heads French luxury-goods giant LVMH.
BDDP's comwebco will put in place a results-based remuneration system offering equity and revenue-sharing from e-commerce applications in lieu of advertising fees.
Copyright November 1999, Crain Communications Inc.