Fox Enlists Zenith for Media

NEW YORK Publicis Groupe’s Zenith Optimedia has won the North American portion of Fox Filmed Entertainment’s estimated $1.1 billion media account following a review, the client has confirmed.

Aegis Group’s Vizeum and WPP Group’s MindShare also competed.

About $750 million of Fox’s overall annual ad outlay has been spent in U.S. media, according to Nielsen Monitor-Plus. During the pitch, Fox added its eponymous TV network, Hispanic and syndication buys to the review, elevating ad spending on the North American portion of the business close to $1 billion.

MindShare handled Fox’s national and Canadian cable, local television and radio buying. National U.S. broadcast buying and planning had been handled in-house at Fox.

The review did not include assignments handled by Allied, Fox’s national newspaper agency.

The winner of the overseas portion of the account has not been determined, but sources said MindShare has been eliminated, leaving Zenith and Vizeum in contention. MindShare referred queries to Fox, where calls were not returned.

Cheryl Idell, Fox’s evp, media and marketing planning, in a statement praised Zenith’s “strategic, integrated approach” and research acumen.

Tim Jones, CEO of Zenith Optimedia North America, said, “We are so proud to be working with Fox. They are a world-renown marketer and a leader in film marketing, but through this review, they are looking to push media effectiveness and innovation still further. Media is such a critical marketing weapon in this category and marketing ROI is immediate.”

The shop’s Los Angeles office will lead the account.

Julie Rieger, the agency’s managing director of West Coast operations, will helm the account. Media buying will be located in Zenith New York under Peggy Green, Zenith’s broadcast services president. Digital media will be run out of Los Angeles, reporting to Kris Zagoria, CEO of Moxie Interactive.

The client launched the review in August.

Consultancy Select Resources International, Santa Monica, Calif., has assisted Fox with the search.

The assignment involves advertising for movies, home entertainment and programming from Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox Atomic, Fox Animation and Twentieth Century Fox International.

This story updates an item posted on Jan. 16 with Jones’ reaction and additional details.