Barkers ZenithOptimedia will be positioned as the first specialist recruitment media agency, combining Barkers' existing client list with ZenithOptimedia's resources aimed at providing greater efficiencies and accountability.
BZO will be headed by Robert Bain, the chief executive of Barkers, and Simon Marquis, ZenithOptimedia's chairman, in the same roles as at their main companies.
BZO will handle the planning and buying of recruitment advertising for clients including Shell, Royal Bank of Scotland and Michael Page.
Bain said: "There is a need for increased sophistication in the planning and buying of recruitment advertising. We get on well with Simon and his team, and Zenith has a good knowledge of working on joint ventures."