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ZenithOptimedia restructures its trading department and finds a fresh approach to its media communications

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ZenithOptimedia is currently in the process of merging its media buying staff into two teams, who will work on a cross-platform basis, covering audio-visual and display media. Currently, the agency's trading staff are arranged into teams dedicated to specific platforms, with press, radio and TV all having their own dedicated team members. The plan now, however, is to merge all specific teams into just two teams, with one covering audio-visual buying and another covering display. There will also be an additional team handling buying for outdoor media, who will be working through ZenithOptimedia’s joint venture with Posterscope, Meridian Outdoor. The period of consultation is expected to end within the next two weeks.

ZenithOptimedia's plan is to merge all specific teams into just two teams, with one covering audio-visual buying and another covering display

These changes, however, mean that four roles within the agency will be put at risk, with all job descriptions and titles re-evaluated for the agency's buyers in light of the restructure. The restructure also means there will be a single person as the agency's contact for media owners such as The Guardian and Channel 4. Mark Howley, ZenithOptimedia UK's managing director, says they are restructuring the department in order to “Better position ZenithOptimedia for the fast-changing digital world.” He feels that “By moving from separate trading entities to two digitally focused teams that work across platforms,” the agency will be able to drive digital skill sets across the agency and devise more creative and innovative media solutions for clients.”

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Mark Howley

In a further effort to take the future by the reigns, ZenithOptimedia is also championing a new approach to their communications planning, radically rethinking the way in which clients prioritise resources across all media. The thought process behind the new approach, which they are calling “Owned First,” is that the limitations of conventional, 30-second TV spots are being replaced by the limitless potential of digital and social media. The agency has started to advise its clients to adopt a new approach, placing owned media at the forefront of their communications strategies. This means that the experience a brand delivers through its owned channels (such as online videos, music, photography, social media etc.) becomes more important.

The agency has started to advise its clients to adopt a new approach, placing owned media at the forefront of their communications strategies

This radical rethink is in stark contract to the traditional “Paid First” model, and managing director Marie Carey believes it's only now possible as digital entertainment and digital brand experiences become increasingly indistinguishable. She believes that “With the fast growth of digital and social media, marketers are now being released from the constraints of leading communication with paid media.” The agency has already proven that the Owned First strategy works through its own global consumer analysis tool, “Touchpoints.”

Official Owned First Website

Official ZenithOptimedia Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He personally feels the Owned First 'fist' logo is a little 'much', but then he said the same thing about the Nintendo Wii.

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