Omnicom Taps Mindshare's Zonfrillo as Head of Global Trading

Exec to Push Programmatic Buying, Ad Tech As Network Strengthens Central Buying Hub

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Andy Zonfrillo
Andy Zonfrillo

In its latest move to staff up a central media buying hub, Omnicom has tapped Mindshare's Andy Zonfrillo as its CEO of global trading.

Mr. Zonfrillo will report to Barry Cupples, CEO of global investment for Omnicom Media Group, the network that houses Omnicom media agencies PHD and OMD, as well as data hub Annalect.

The agency declined to comment.

Mr. Zonfrillo spent over a decade at WPP, serving in his latest role as head of trading, commerce and new platforms for Mindshare Worldwide. Prior to that, he was global head of pricing for GroupM, the media agency network that houses Mindshare.

Ironically, his predecessor at Omnicom, Johan Boserup, left in late 2012 to run global trading for GroupM.

Broader role
Although the global trading title isn't new at Omnicom, the scope of the role has broadened. Its mandate is to propel global programmatic buying and ad tech capabilities, according to an executive familiar with the matter.

It's also a big -- and complicated -- job, given the holding company's upcoming merger with rival holding company Publicis. The media agency networks at Omnicom and Publicis are perhaps the most closely watched groups leading up to the merger, because they control the bulk of their clients' data and dollars, and they couldn't be more different.

Last year, Omnicom began ramping up the central hub that powers its global media trading and buying structure. The company moved Mr. Cupples into the newly created Omnicom Media Group investment role last year. Previously, he was CEO of the Asia Pacific region for the media-agency network. A few months later, Omnicom quietly promoted John Swift, president of integrated communications, to CEO of North American investment.

At Starcom MediaVest Group and Zenith Optimedia -- Publicis' two media agency networks -- positions that straddle on- and offline buying and investment are specific to individual agencies within each network.

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