OMD is one of the largest media agencies in the world. In 2002,
OMD created a Nordic organisation headquartered in Copenhagen. The
new organisation was created on the basis of the four existing
local offices in Denmark, Finland, Norway and Sweden. Previously,
these offices have all been operating autonomously. Now they are in
charge of local sales and production reporting to the Nordic
headquarters, which consolidates financial reports and handles
sales towards pan-Nordic customers. Furthermore, three research and
analytical units have been placed in the Copenhagen
headquarters.
The reason why OMD established a Nordic company was to satisfy
their existing customers in the Scandinavian region, who wanted a
media company that could serve them on the Nordic market. The
choice was between Stockholm and Copenhagen: Copenhagen was chosen
because of the high level of competence within media planning and
media research and because of a historically strong foothold of OMD
in Denmark. Media planning and media research in general is better
developed in Copenhagen than in Stockholm. A more competitive
environment in Copenhagen has developed professional marketing
skills. Furthermore, labour legislation in Denmark was considered
much more flexible than in Sweden. In terms of costs, OMD found
that there were no differences between the locations.
