Doug Rozen

OMD’s digital head on fostering cooperation between media and creative agency partners.

- Carrie Cummings

You’ve been OMD’s chief digital and innovation officer for about three months. What’s that role like?

On the digital side, it’s really about ensuring that all clients, as well as ourselves internally, are delivering against the fullest and widest array of digital possibilities. For me, what this comes down to is that digital today is not any particular thing or any specific channel—it really stretches across all [channels] and is about rising above talking about TV, print, radio, desktop, etcetera, as channels, and start talking more about formats like audio, video, visual and how then digital allows those formats to be addressable. Now coupled with that is the innovation side, and innovation is not just big media breakthroughs—although they are awesome and necessary—to me it’s about every client [having] an innovation agenda.

What do you mean by that?