Last month, Omnicom Group confirmed that the company was integrating most of its specialist performance marketing teams housed under the Resolution Media brand into its three main media agency brands: OMD, PHD and Hearts & Science. The Resolution Media brand remained to serve clients requiring just search or social-media service.

Now the company is merging Resolution with OMG’s Pathway direct marketing unit to form a new and bigger operation that will offer a soup-to-nuts menu of performance capabilities from ideation to activation.

Capabilities include addressable TV, programmatic, voice/image search, e-commerce, local precision marketing, and data-driven consumer experiences. Those services will be supported by the Group’s Omni people-based precision marketing platform.

The combined Resolution/Pathway agency will be a stand-alone unit that will now be known as Resolution.

Craig Ellis has been named president of Resolution, joining from Interpublic’s Reprise, where as global chief operating officer he led the agency’s expansion from a search and social specialty shop to an international performance-marketing network. 

Ellis will be supported in his new role by Pathway’s Wendy Arnon, who will continue to oversee the direct marketing operation.  

“As the market continues to evolve, we see a real opportunity for Resolution to thrive as an independent performance marketing agency, offering alternative engagement models and enhanced flexibility for clients,” stated Scott Hagedorn, CEO of Omnicom Media Group North America.