Zenith Optimedia Takes Aviva

Insurance giant Aviva has appointed Zenith Optimedia as its global agency for traditional and digital media buying and planning.

The Publicis Groupe agency ousted various Aegis, Omnicom and WPP agency networks to bag the media account.

The appointment follows an extensive review of the company’s media supplier arrangements, called in September of last year, across 28 markets.

Overall, the work moving to Zenith Optimedia could be backed by as much as $250 million in annual ad expenditures, per sources.

With the global alignment, Aviva hopes to maximize the impact of its media investment by bringing greater consistency to communications with customers, while generating significant cost savings for the group.

“We’ve created a single global brand — a key step in our business transformation — and now is the time to move to a global media agency. An integrated, strategic approach to media will amplify our brand around the world,” said Amanda Mackenzie, Aviva’s chief marketing officer.

“Alongside their first-rate media buying capabilities and international reach, we’ve been impressed by Zenith Optimedia’s grasp of our brand promise and we’re looking forward to building a global partnership with them,” Mackenzie added. Zenith Optimedia will now take charge of all media planning, buying and digital activities, previously split among various agencies.

Omnicom units have handled Aviva’s media business in the U.K., Aegis in Ireland and other WPP agencies in France.

Marketing Magazine Asia

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