Omnicom agency leaves the street that was once the beating heart of the ad industry to build a new legacy

Calling itself the “last big ad agency on Madison Avenue,” Omnicom’s TBWA\Chiat\Day announced to the world today (or at least to readers of the New York Times) that it’ s leaving the avenue that’s indelibly linked to Adland for new digs at 220 East 42nd Street, still known as the “Daily News Building” even though the paper decamped back in the 1990’s. 

The move, effective today, will put the agency about 15 blocks or so southeast from its old offices.

The full-page ad in the front section of the paper starts off, “The last ad from the last big ad agency on Madison Avenue.”

In the ad the agency bids farewell with a thanks to the avenue “for being our crazy industry’s stomping ground for all these years.”

The ad lists some the iconic catch phrases dreamt up during Mad Ave’s hey day as “home” to Adland including “Think Small,” “Mikely Likes It,” “Where’s The Beef” and others.

The ad continues, “But with all the good, there was some not-so-good. Let’s say a final goodbye to--The three-martini lunches (They were fun though weren’t they?) The corner offices. The 12-hour-plus workdays. The board rooms filled with only white men. The burnout.”

That was the old advertising, the agency declares, and “we’re calling it. It’s the end of old advertising and the dawn of a whole new thing.”

In fact, “old advertising” ended a few decades ago. But, as the shop notes, “last time we checked, this is our ad.”

It looks like UM Worldwide, part of IPG’s Mediabrands, is launching a new media agency called “RED.”

At least that’s what the agency indicated in a LinkedIn job ad that it posted last week for a strategy director role.

In part the ad reads, “RED is a new full-service media agency that creates customizable solutions for ambitious brands by balancing the needs of intelligent strategy, data-driven insights, and innovative creative ideas. RED brings together discipline expertise from across the marketing landscape to take media planning and buying to new heights. RED is a proud collaborator within the Mediabrands/IPG network.”

The posting goes into some detail describing the ideal candidate, who is “someone who is entrepreneurial and doesn’t mind that the day to day is a bit fluid. Ambitious brands seek us out when they have big ideas and need a nimble team that can execute through a streamlined process that makes it easy for clients. In this role, you’ll be part of a growing team and have the opportunity to implement processes, develop talent, and participate in building an agency with brands you’re passionate about.”

“To be most successful at RED,” the ad continues, “you must be driven, collaborative, creative, and a solid communicator…we are looking for unique personalities who love marketing, challenging clients and know there is always a better way to get the job done.”

It’s not clear how far along the agency is in its development or when UM/Mediabrands plans to make a formal launch announcement about the new agency.

Agency reps didn’t respond to a query seeking more information about RED.