ZenithOptimedia Reorgs Multicultural Planning, Buying Unit

Publicis Groupe’s ZenithOptimedia has reorganized its multicultural planning and buying unit and hired Lisa Torres to run it as president, a newly created position.

Previously, Torres was evp and group account director at a similar operation at Havas’ MPG.

Prior to Torres’ arrival, multicultural media chores were handled within account teams reporting to client leads. Now the multicultural specialists report to both Torres and the heads of the client accounts they work on.

The agency’s multicultural operation, launched in 2006, has annual billings of $150 million. Clients include JPMorgan Chase, Denny’s, General Mills, Twentieth Century Fox, L’Oreal, Nestle and Payless.

“With the minorities of America poised to become the majority, and a new population census this year, our investments in multicultural media are becoming ever more critical,” said Tim Jones, North American CEO of ZenithOptimedia. “Lisa’s appointment acknowledges the priority we are making in this area.”

Torres reports to Dave Ehlers, evp and managing director at ZO.