Diary: ZenithOptimedia joins the adland luvvies in Fitzrovia

Has ZenithOptimedia sold its soul? The ROI agency was spotted last week serving martini cocktails in the heart of ad luvvie land.

The media agency was until last month, famous for its warehouse-style base in Paddington. The back- to-basics address was synonymous with the agency's ROI positioning.

ZenithOptimedia regulars would drink in the much-loved Dudley Arms, which was just a very short step away from its Paddington front door.

But last week, to celebrate the agency's swish new premises in Fitzrovia, media owners, clients and assorted hangers-on joined the ZenithOptimedia team for cocktails and Champers at the agency's new Percy Street address.

The agency was joined by Emap's head of consumer media, Paul Keenan; Conde Nast's publishing director, Simon Kippen, and David Mansfield, the former chief executive of GCap Media and Capital Radio. Other guests included the Viacom Outdoor joint managing directors Tim Bleakley and Andrew Oldham.

Diary wonders what the Daily Mail managing director, Guy Zitter, and the News Group Newspapers managing director, Mike Anderson, made of the freesheet war as copies of thelondonpaper and London Lite were handed to guests.