According to reports, media giant Omnicom is allegedly plotting the launch of a third digital agency, standing alone from incumbents OMD and PHD, to compete with Publicis and WPP.

Omnicom Group remains the last major holding company with under three global media agencies - Publicis Groupe own Starcom Mediavest, Razorfish, DigitasLBi and Spark; whilst WPP offers Mindshare, Mediacom, Maxus, MEC and more recently, Xaxis.


According to Louise Ridley at Campaign magazine, 'a spokeswoman for OMG said reports of the planned network were "incredibly premature" and declined to comment further.'


It is unclear as to whether the new agency will be a revamp of Omnicom's Prometheus project, shelved in 2005, or a new brand entirely. Reports suggest potential chief executives for the mystery Omnicom agency are already being approached. Again, it is unknown as to whether the new agency will assume any of Omnicom's current clients - Apple, PepsiCo, McDonald's and Unilever to name but a few - or strike up alone.

Last week, Omnicom revealed an improvement in revenues and pre-tax profits in Q2.