Omnicom Group's OMD has created a unit called vc@OMD to identify emerging platforms and help clients make effective use of them. "Media agencies sit in one of the most interesting places because they're closest to the explosion of platforms all over the media landscape," said Seth Kaufman, director of media strategy for PepsiCo North America Beverages, which is working with the new unit. "Agencies that don't build a capability like that are going to have some problems."

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