ZenithOptimedia has announced plans to launch its online and direct marketing agency, Zed, across Europe, marking the first stage of the agency’s global rollout.
The company’s hopes its initiative will create new opportunities for business outside of ZenithOptimedia’s current agenda, with the agency looking for acquisitions to enhance its current digital offerings.
Commenting on the scheme, Steve King, world-wide chief executive of ZenithOptimedia said: “While we have very good operations in local markets, we wanted to provide greater cohesiveness to our operations and to better harness knowledge and insights by bringing these teams under common leadership.”
Greg Grimmer, managing director of Zed UK added: “Across 2005 we found ourselves increasingly working with our European colleagues on joint client initiatives. A single brand across Europe will definitely make our proposition clear to clients, media owners, and our own people.”
The end of last year saw the agency forecast steady growth in worldwide advertising markets for 2006, with occasional “healthy hotspots” of adspend increase above and beyond previous estimates (see ZenithOptimedia Forecasts Steady Adspend Growth).
The company’s latest quarterly advertising expenditure forecast expects global spend in 2006 to rise by 5.9%, up from predictions of 5.8% this time last year.
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