Zenith Launched In US

Saatchi & Saatchi anounced yesterday that it is to open Zenith Media USA, following months of rumour and speculation. Saatchis claim this is “An important step in the development of the world’s first global media buying agency, Zenith Media Worldwide.”

Zenith Media USA, which will begin operations in January 1995 will operate through headquarters in New York, and regional offices in Los Angeles, San Francisco, Minneapolis, Houston, Portland, Atlanta and Chicago, with around 250 employees. It will be headed by Wiliam Grimes.

Zenith will be the largest media buyer in the USA, with its clients drawn from the Saatchi group’s three US networks, Saatchi & Saatchi Advertising, Bates USA and Campbell Mithun Esty. Zenith says it will offer a range of services, including media buying, research, planning and consultancy on new media technology.

Brian Jacobs, International Media Director of Leo Burnetts said at an MRG Meeting held in September that he did not believe Zenith’s opening in the USA would affect the buying market there in the way the UK market was affected; there are a number of very large buying shops in the US.

According to Saatchi estimated figures, Zenith Media Europe will bill over US$2.2 billion in 1994. In 1993 Zenith in the UK had billings of US$837m.