Zenith USA Jumps the Digital Integration Gravy Train

22 January 2008

NEW YORK: ZenithOptimedia North America is changing the emphasis of its media buying operations in order to integrate the digital options that continue to mushroom daily across the media marketplace.

The revamped business will attach special emphasis to video-buying across different platforms, such as digital and out-of-home.

Incumbent president of broadcasting, Peggy Green (above), will helm the revamped operation, handing her former broadcast chores to Ava Jordhamo, now promoted to evp/director national broadcast.
"Zenith is playing a bit of catch-up with this restructure," comments US industry bible AdAge. And it is true that the shop is following in the footsteps – not only of rivals – but also of its London office and Publicis Groupe sibling network MediaVest.
ZONA ceo Tim Jones denies the revamp is driven by client pressures and stresses that the firm is already doing "dozens" of integrated deals annually.
The changes, he insists, are driven by media owners' increased multichannel offerings. Jones cites NBC which is adding nine digital out-of-home venues to its sales portfolio
"We are seeing a lot of marketplace change," says Jones. "Vendors really are adapting their offerings and extending beyond their traditional distribution channels." 

Data sourced from AdAge.com; additional content by WARC staff