This article was originally published by Adweek.

Omnicom Media Group is integrating its digital performance and direct marketing units into one standalone performance marketing agency known as Resolution.

Resolution combines digital performance agency Resolution Media and direct marketing unit Pathway, offering performance marketing capabilities from ideation to activation. Omnicom hired Craig Ellis as president of Resolution, while Pathway president Wendy Arnon will continue to oversee direct marketing.

Ellis joins Resolution from IPG’s Reprise, which he helped expand from a search and social specialty agency to a performance marketing network operating in 44 countries globally, most recently serving as global chief operating officer. Before joining Reprise in November of 2011, he spent over seven years with DGM Australia, including four years as managing director.

Until recently, Resolution Media handled performance marketing for OMG media agencies Hearts & Science, OMD and PHD, but those services were integrated within the individual agencies.

“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,” Omnicom Media Group North America CEO Scott Hagedorn, said in a statement.

“We’re launching with a strong foundation already in place, built on the combined performance pedigrees of Resolution and Pathway,” Ellis added. “This integration will strengthen our position in the market as we evolve our core marketing capabilities and continue to drive results for our clients.”

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