Zenith Media has emerged triumphant in a four-way pitch for the
centralised global media planning and buying business of the
French-based telecoms-to-engineering giant, Alcatel Alsthom.
Zenith saw off competition from Carat, Mediapolis and Optimum Media
Direction to take the business, thought to be worth up to pounds 100
million around the world this year.
After a shoot-out against OMD, Zenith was formally appointed to the
business this week. The agency takes on the account, previously handled
by BMP Optimum in the UK, with immediate effect.
The account was worth pounds 2 million here last year but a pounds 5
million UK spend is planned for the next 12 months.
The media planning and buying task covers the centralised Alcatel
business across more than 50 territories. It will be co-ordinated by
Zenith Media France.
Sebastien Danet, chief executive of Zenith France, worked on the pitch
alongside Steve King, chief executive of Zenith Europe, Middle East and
Africa, and representatives from local Zenith offices worldwide.
King said: ’As more clients seek benefits through a single global media
partner, our cohesive network across Europe, Asia and the Americas
played a huge role.’