O2 hands task to ZenithOptimedia

O2 has consolidated its agency roster, hiring ZenithOptimedia to handle its £12m online media planning and buying business.

O2:  'be more dog'  work by VCCP
O2: 'be more dog' work by VCCP

The mobile network operator is ending its relationship with Omnicom's Media Republic as part of a strategy to pool its pan-European media account into Publicis-owned ZenithOptimedia.

O2 has worked with ZenithOptimedia since 2004, when it was appointed to its £33m off-line media planning and buying business.

Sally Cowdry, O2 marketing director, claims the revamped agency structure will allow the firm to benefit from greater efficiencies. 'We need a more integrated approach to planning and buying,' she said.

Media Republic has handled O2's online planning and media buying since 2002.

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