Zenith and DP&A form direct marketing shop

Zenith Media has joined forces with the direct marketing agency, DP&A, to form a new integrated media agency, entitled Zed.

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

marketing skills’.



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.’



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