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To address confusion created by ZenithOptmedia’s two-pronged marketplace approach, Optimedia has just unveiled a plan to redefine its position in the U.S. with a focus on strategic planning.
The agency, whose clients include Nestlé and Maybelline, has brought over Chris Pyne as director of integrated communications planning. Pyne had been at ZenithOptimedia in the U.K.
It’s been five years since Publicis established Optimedia as a companion shop to Zenith Media in the U.S. One reason it was created, by way of a merger with another Publicis agency, DeWitt Media, was to house then-new client T-Mobile, an upstart competitor to Verizon and a key Zenith client.
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