Back in the game: Omnicom's PHD in activation mode under new U.S. CEO.(AGENCIES)

Scott Hagedorn, CEO of Omnicom's PHD U.S., was busy huddling with the key members of his buying and activation teams last week to prepare for the upfront market, which officially kicks off this week.


For Hagedorn, key objectives include securing as many digital assets as possible as part of the broader development of activation created for specific client brands and TV programs. And while the networks love to talk up their new shows and schedules, Hagedorn, who previously ran East Coast operations at OMD, also wants his team to do more "brand briefing" on behalf of clients at the upfront negotiating table. "It's not about them [the networks], it's about us," he says. …

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