Zenith Media has joined forces with the direct marketing agency,
DP&A, to form a new integrated media agency, entitled Zed.
Zenith is folding its Zebra Media subsidiary - which was a joint venture
with the now-defunct Leagas Shafron Davis - into Zed. The new operation
is designed to bring together the core skills from the component
agencies - including direct marketing, strategic planning and buying -
to take Zenith’s below-the-line offering further than its existing
operation, Zenith Direct, which it formed in 1996.
The ethos is summed up by Zenith’s chief executive, Graham Duff, who
explained that Zed will be a ’blend of specialist media and direct
He added: ’Our competitors are somewhat one-dimensional; they only offer
tactical, not strategic solutions, and lack the full range of skills
that clients now demand. Employing direct media is about more than just
buying DRTV or an inserts campaign.’
Zed will open its doors on 1 February with 20 staff, mostly from Zenith
Direct and Zebra. The operation will be headed by a managing director,
Jeff Hyams, who held the same role at Zebra, and David Poole, the
managing director of DP&A, who will be its chairman. Both Duff and
Zenith’s deputy managing director, Tim Greatrex, will sit on Zed’s
board. Claire Myerscough, the former head of Zenith Direct, will be the
buying director of the new operation.
Its founding clients include the AA, Electrolux and M&G, and its initial
billings are pounds 18 million.
Zed’s plan is to attract other Zenith and DP&A clients as well as new
business. It will offer consultancy to clients which already have media
and/or DM agencies.
Hyams explained: ’The aims are to service the direct marketing needs of
Zenith’s clients, offer strategic media planning to DP&A’s clients and
to attract new, specialist direct business.’
Greatrex added: ’The whole direct media idea needed a step-change. Over
the past 11 months, we have met a lot of people from a lot of agencies,
but kept going back to David and DP&A. His entrepreneurial spirit and
vision is just what Zed needs.’