Its high-growth media initiative, a pool of new-media spending from 14 clients, is one of the industry's most ambitious attempts to test the waters and understand advertising effectiveness on platforms such as DVRs, VOD and interactive TV. Next: video games and streaming media.
OMD, led by CEO North America Page Thompson, kept doing breakthrough work. With sibling BBDO Worldwide, the agency helped de-velop the DVR-thwarting "One Second Theater" for General Electric Co. OMD also worked with free media, as in the launch of McDonald Corp.'s spicy chicken sandwich in Seattle, in which it hired the local fire department to hose down a billboard for the sandwich. Sales in that market were nearly 40% higher than national average.