School Reports 2013: ZenithOptimedia

NatWest
NatWest

Score: 4  Last year: 7

By any standards, ZenithOptimedia’s 2012 was not a vintage year.

Accounts tumbled like skittles in the alley in the backroom of a pub. Among these were the £40 million B&Q, £20 million Associated British Foods and £5million Butlins accounts,

as well as the HTC global business, worth £10 million in the UK. It picked up some odds and ends, including the Giorgio Armani business and the Royal Bank of Scotland digital account (including NatWest), but nothing sufficient to remedy the yawning hole left by the aforementioned losses.

Zenith Media also lost its managing director, Stephen Farquhar, who decided to work in a different time zone and take on the role of managing director of Zenith China. His position had not been filled by the end of the year. However, the chief executive, Gerry Boyle, was promoted to global managing partner and UK chairman. Tim Hipperson, the outgoing chief executive of the digital and direct agency G2 Joshua, was announced as his successor as the UK chief executive at the turn of the year.

ZenithOptimedia’s losses are, however, not indicative of an agency on a permanent downward spiral. Certainly, 2012 was a difficult year for the agency, but it is strong and will no doubt bounce back in 2013 once it picks up some fresh business. Surely, this will be Hipperson’s focus when he steps through the door in April.

ZenithOptimedia
Type of agency Media planning and buying
Company ownership Publicis Groupe
Key personnel Gerry Boyle chief executive
Tim Neligan chief operating officer
Mark Howley managing director, Optimedia
Chris Hayward head of investment
Nielsen billings 2012 £698m
Nielsen billings 2011 £713m
Declared income n/s
Total accounts at year end 205
Accounts won 8 (biggest: Giorgio Armani)
Accounts lost 7 (biggest: B&Q)
TV 51%
Press 18%
Outdoor 6%
Radio 2%
Search 6%
Display 5%
Sponsorship 5%
Cinema 1%
Other 6%
Number of staff 395 (+2%)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

How ZenithOptimedia rates itself: 6

"In 2012 we launched our new Live ROI agency proposition, launched performance media division Performics, and established Live Academy our digital training programme for all employees and clients. Investment in Newcast, our content division, has continued apace securing the Coronation Street sponsorship for Comparethemarket.com. We continue to be proud of our Talent strategy, recently being awarded Investors in People Gold – the only top 10 media agency to have achieved this."



Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published