King Signals Change Of Emphasis At ZenithOptimedia
ZenithOptimedia’s new global boss, Steve King, has signalled a change of emphasis at the media services company to focus more on agency partner relationships, key clients and new business.
King was appointed chief executive of ZenithOptimedia’s world-wide operations last week, following the announcement that John Perriss is stepping down after more than fifteen years running the company (see ZenithOptimedia Appoints King As Global Chief Executive).
In an exclusive interview with NewsLine, King outlined his plans to move towards a more integrated communications strategy by working more collaboratively with agency partners both across Publicis Groupe and with other media networks.
The former Europe, Middle East and Africa boss said: “Years ago we used to be a transactional business and then we moved into the delivery of strategic solutions and now we’re looking at integration. In every case we are trying to strengthen our integration capabilities and this is far more of a priority for us than aggregating our buying into some sort of behemoth operation.”
He added: “If you’re part of a world-wide media group that’s got resources in the areas of digital, data, direct response, online, data management and metric management – then you really should be harnessing those skills for the benefit of your clients.”
King is confident that ZenithOptimedia has put its merger difficulties behind it and insists the network is moving forward. He said: “The merger has been extremely time consuming for the senior people, but that’s done now and its time to start levering our key management teams and our new ROI positioning more effectively.”
King takes the helm at a good time for the agency, which has spent the last year refining its operating structure following the merger of Zenith and Optimedia in 2001. Perriss has laid solid structural and financial foundations, leaving King free to drive the company forward at a time when the advertising market shows real signs of recovery (see UK Adspend Tops £17 Billion As Recovery Beckons).
ZenithOptimedia: 020 7224 8500 www.zenithoptimedia.com
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