ZenithOptimedia is launching a new global media network in an attempt to drive business growth and further develop what it describes as “new and innovative” approaches to marketing communications.
Blue 449 will have its global headquarters at the former Walker Media office in London, with a total of 17 offices around the world by the end of the year. The rollout will begin in Europe and North America, followed by Asia-Pacific and Latin America.
In a release, ZenithOptimedia said Blue 449 can offer solutions to clients in all global markets by utilizing existing ZenithOptimedia resources. “The world doesn’t need yet another global media agency. What it needs is a new force of energy for clients looking to break with traditions,” said global CEO Steve King, in a release. “Blue 449 is a realization of visionary attitudes and thinking set to disrupt the market.”
Blue 449 (the name references the wavelength of the colour between ZenithOptimedia’s blue and Walker Media’s purple) will work in tandem with other ZenithOptimedia brands including Zenith; Optimedia; digital performance agency Performics; branded content and experience division Newcast; digital agency Moxie and consultancy Ninah.
The new network will also have full access to the range of services within Publicis Groupe and VivaKi, utilizing a new framework the company has dubbed “Open Source.” This approach will also inform Blue 449’s relationships with media, technology and creative partners.
Sébastien Danet, global managing partner of ZenithOptimedia and chairman of VivaKi France has been appointed Blue 449’s global chairman, while James Shoreland has been promoted to global managing director from his previous role as EVP, director of corporate development at ZenithOptimedia US. The two men will be joined by UK chairman Phil Georgiadis and other members of ZenithOptimedia’s global leadership team.
ZenithOptimedia purchased a majority stake in Walker Media, at the time the United Kingdom’s largest independent media services firm, for £36m cash in late 2013.
ZenithOptimedia was ranked the third largest network in RECMA’s most recent “Overall Activity Rankings” report, with global activity of US$36.1 billion in 2013, accounting for approximately 9.6% of total activity.
