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Publicis Group’s media buying shop ZenithOptimedia, which just published a fairly optimistic ad forecast, is combining its digital and print units. For the past few years, the major ad agencies have been talking about breaking down the “silos” between digital and other media formats, but appears that Zenith means it. Not only that, but it also looks like interactive will be in the lead, as the new unified division will be run by John Nitti, SVP, managing director for digital.
While Zenith’s magazine team had already been working with digital, by formally putting both sides under one P&L, as this arrangement apparently does, will make it easier for the agency’s clients to get the kind of cross-platform buys they’ve been demanding. The company has set up an “extensive” 12-week training program to make sure they understand their new marching orders. Release
At the same time other units within Zenith are drawing closer together, other parts may be splitting apart. A story in Mediaweek UK says that Zenith Media and Optimedia, will split in half in in Briton. The two sides were merged in 2003. For the most, part ZenithOptimedia will continue operate as a standalone business Germany, China and the U.S., at least for now.