Omnicom has created a new direct, data and digital marketing division – dubbed the Precision Marketing Group – to address what it calls “the growing demand for seamlessly integrated solutions and teams”.
The division, which reprises the name of the now defunct Centaur Media magazine, will be part of the group’s Diversified Agency Services (DAS) network and will include the UK agencies Proximity and Rapp, as well as their global networks, and other agencies in the group Targetbase, Javelin and Organic.
Omnicom has drafted in DigitasLBi chief Luke Taylor (pictured) to spearhead the unit as chief executive and work with the agencies to enhance their service offerings and recruitment.
Taylor will also be in charge of pushing Omnicom technology and data platforms, such as Annalect, and developing “strategies for internal investments and acquisitions”.
He will report to Dale Adams, chairman and CEO of DAS Group, who said: “Luke comes to DAS with significant, hands-on leadership experience in the agency world, especially in digital marketing and technology.
“He has a keen understanding of how marketing communications is evolving and a strong commitment to excellence in client service. We welcome him to DAS and look forward to his many contributions to our clients and our businesses.”
Taylor started his career as one of the co-founders of digital agency Oyster Partners in 1996, which was eventually bought by Omnicom and merged with Framfab.
He joins DAS from DigitasLBi, where he was chief executive officer. Prior to this, Taylor was CEO of Amsterdam based LBi International NV.
He said: “Aligning data, analytical, CRM and technical competencies that specialise in the delivery of precisely targeted and meaningful customer experiences is a natural evolution and will allow our agencies to deliver powerful solutions to clients.”
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