OMG launches digital outfit Resolution

Omnicom Media Group MENA is to integrate its specialist digital resources into the Resolution global network.

Resolution MENA will become the group’s digital specialist brand focusing on performance marketing and will work for clients across the group’s two OMD and PHD brands. The new operation will be led by general manager Jassim Ali, who was previously regional director for digital development at Omnicom Media Group (OMG) MENA. He will continue to report to Dimitri Metaxas, the group’s regional executive director-digital. Alan Osetek, president, leads Resolution globally from the US, while Dean Gardner is the managing director of Resolution’s EMEA hub in London.

The new entity will cover SEO and pay-per-click, real-time buying and social/mobile advertising, with the consolidation of OMG’s specialist offering in this space globally designed to provide clients and stakeholders with a consistent cutting-edge product.

“It is very exciting to see such talent and expertise coming together as one across the world,” said Elie Khouri, CEO of OMG MENA. “What we will see is a concerted move towards best practice, as we will be able to share with and learn from our peers in the Resolution network more consistently. Everybody will gain as a result.”

The global Resolution network is already Google’s largest agency partner, with 2012 billings in excess of $1 billion.

“The technical nature of performance marketing has led to it being often treated separately from the rest of advertisers’ media operations, thereby reducing the synergies that could have been otherwise realized,” said Metaxas. “This is why Resolution is such a strong offering as it integrates search back into a brand’s overall digital activities, enabling us to measure cross-media attribution and improve direct ROI.”

Omnicom Media Group is the holding company of OMD, PHD and M2M.