OMD WA continues push back towards full service

Media agency OMD’s WA office has launched a new division offering DM services usually provided by creative agencies.  

The announcement:

OMD WA has cemented its place as in industry leader with the creation of a new division, OMD Direct, continuing its evolution into a full service communications agency.

The new division marks a unique offering for a media agency in the WA market and is headed up by industry veteran Ciaran Lougheed, who brings more than 20 years experience in direct marketing in Europe and Australia to his new role.

OMD WA Managing Director Adam Marshall said the decision had been made to establish OMD Direct in response to what the agency had seen as a significant void in the market.

“We saw there was a gap in the marketplace where it came to offering clients a highly-targeted measurable below the line solution to complement their above the line presence,” he said.

“What we’re doing with OMD Direct is essentially removing the line and offering a fully integrated service – our vision is to offer our clients a 360 degree view of their customers.”

Mr Marshall said the creation of OMD Direct was a key step in the ongoing growth and expansion of OMD WA.

“The agency is in the process of transforming itself from a media agency into a communications agency,” he said.

“Establishing a direct marketing function is the next logical step in this process.”

Mr Marshall said OMD Direct would form part of the strategic approach OMD WA was taking to the marketplace, offering a fully integrated solution generating conversations across all forms of media.

In addition to delivering direct marketing services, OMD Direct would offer database management and strategic planning for database acquisition and segmentation.

Mr Marshall said OMD WA was delighted to have secured Ciaran Lougheed to lead the new division.

Beginning his career in Ireland and the UK, Ciaran joined east coast advertising agency Evocatif on coming to Australia.

His time in WA has included several years as a production manager responsible for the delivery of direct marketing at The Brand Agency, a role as cross-media manager at Zipform and most recently as a director of strategic channel management organisation ‘a-maze’.

“Ciaran’s direct marketing knowledge and experience is second to none, with a client roster over the years including iiNet Business, Burswood, Bankwest, Wesfarmers and HBF,” said Mr Marshall.

“We see this as a growth area in the industry as we will focus on creating a a seamless brand experience, regardless of channel.

“Our job is about connecting our clients to their audience; channel choice should have no limits, and the creation of OMD Direct is very much in keeping with that philosophy.”

Source: OMD press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.