NEWS26 February 2015

OMD UK launches insights-driven Newsroom

News UK

UK — Media agency OMD UK has restructured and launched an insight and ideas team Newsroom in partnership with Buzzfeed, The Guardian, Global Radio, Google, Facebook and Outbrain.


The Newsroom will be led by Toby Gunton (pictured), OMD’s head of innovation. The agency has also hired Sarah Gale as head of insight (she was previously head of insight at Ipsos Media CT) and Julian Flavin as head of data science, formerly viewer insight manager at Channel 4.

The aim of the unit is to determine what is capturing people’s attention in real-time and turn it into creative, culturally-relevant ideas for OMD’s clients.

Other elements of the agency’s restructure include a multi-discipline creative hub called Create and an audience-centric, cross-channel planning team, XMP. OMD Create will be headed by managing partner, strategy Hamid Habib.