OMG plans to recruit up to 170 people in the next three years within the new location.

The Newcastle hub builds on the company’s presence in Manchester and London. In addition to the group’s media planning and buying services, the office will focus on boosting OMG’s offer across digital, data, analytics and commerce.

Coates joins the company from iProspect UK, where he was managing director. At OMG, he will report to UK chief executive Laura Fenton. He takes up the new role from January 2024.

OMG Newcastle, based in the centre of the city, will begin first stage recruitment ‘imminently’, according to the company.

Fenton said: “The Newcastle launch marks an important next step in enabling clients across the UK to leverage OMG’s approach.

“Pete’s proven expertise and experience in leading integrated regional operations and building high-performing multi-skilled teams will ensure that OMG Newcastle, its clients, and its talent, are set up for success.”

Coates said: “As a born and bred Geordie and a graduate of the University of Newcastle, I know first-hand the untapped potential here, particularly in the digital sector. Bringing the strength and breadth of capability of OMG to the north east, opening up new opportunities for talent across the region, and leading the development of core digital, data and tech services to deliver this advantage for our clients, is beyond exciting.”