Clemenger BBDO ramps up media as Omnicom integration takes hold
New Omnicom Oceania CEO Nick Garrett is looking to "redesign the model and transform" the group
Clemenger BBDO is beefing up its media arm, moving to harness Omnicom Media Group’s buying clout as the network doubles down on a more unified, post-consolidation model.
The Omnicom-owned agency has created the new role of national head of digital to work directly under its recently appointed chief media officer, former PHD executive Stuart Bailey.
According to a job advertisement, the role will get the “best of both worlds — without compromise”, offering the “buying power and reach” of OMG alongside the “agility of an independent”.
The appointment comes at a pivotal moment for the holding company. Omnicom Group is just weeks away from finalising its acquisition of IPG Mediabrands.
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The company has already moved to combine Omnicom Media Group, Omnicom Advertising Group, PR, performance and production under a single P&L across Oceania, in a first for the group globally.
In a nod to Omnicom’s more joined-up strategy, the ad also states that Clemenger is “integrating media, creative and strategy to eliminate duplication, reduce overheads and streamline workflows — unlocking more budget and time for bold ideas and better outcomes.”
Newly appointed CEO Nick Garrett recently outlined his vision to “redesign the model and transform us to be ready for the next 10 years.”
In an interview with Little Black Book last month, Garrett, a former CEO of Clemenger and Colenso BBDO, said that agencies had largely been encouraged to grow “in isolation for the last 10–15 years — that has to change.”
“We will never not prioritise our brands. Our brands are absolutely pivotal, and our job is probably to finetune the differentiation of the master media and creative brands and agencies, because there’s some amazing talent there, but it’s also got to be powered by Omnicom. Omnicom should matter. It shouldn’t be invisible.”
The move reflects a broader strategy that has seen Clemenger steadily build its media arm, which was formerly known as the Chep Network until it was folded into Clemenger BBDO earlier this year.
Under Chep, the agency secured media clients including Samsung, Lifeblood, and Latitude Financial Services, and recently won the Media Federation of Australia’s Grand Prix award for its “Clash of Commuters” campaign for Samsung.
Clemenger confirmed the role remains separate from that held by the agency’s executive director of digital, Claire Bisset, which is production-facing, but was unable to comment further.
