The Zed name, launched in the UK in 1999 as ZenithOptimedia's digital and direct brand, will now be used by ZenithOptimedia interactive businesses across key markets including France, Germany and Spain.
ZenithOptimedia has appointed Frederic Joseph as the European chief executive of Zed. Joseph previously ran ZenithOptimedia's digital business in France and chaired the French Internet Advertising Bureau.
The reasons for the roll-out of the Zed brand are twofold. ZenithOptimedia hopes that it can better service pan-European clients such as HP, Puma, British Airways and L'Oreal with a more consistent digital offering. It also expects to create new-business opportunities for direct media work outside of the ZenithOptimedia network.
Joseph will report to Steve King, ZenithOptimedia's global chief executive.
King said: "While we have very good operations in local markets, we wanted to provide greater cohesiveness to our operations."
Zed's local managing directors will continue to report to their ZenithOptimedia country managers. Zed will have 180 staff across Europe, the Middle East and Africa.