ZENITH (contender)

Fox film win, Toyota intro drive agency now building ‘biospheres’

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Zenith media, part of Publicis Groupe, continued its charge into the top ranks of media agencies with the win of a large chunk of News Corp.'s 20th Century Fox last month. Taking the lion's share the $1 billion online and offline media-planning and -buying account, put a cap on a solid 2006 in which it hauled in work from Beam Global Spirits & Wine and Dreyer's. Over the same time period, under CEO Tim Jones, it didn't lose any accounts. Innovative programs with strong results were at the heart of 's strong performance.

Particularly impressive was a program for Toyota Motor Sales USA's Yaris aimed squarely at trendsetters. Toyota sponsored a series of mobisodes based on the Fox series "Prison Break" that included both a 10-second spot and product integration. The idea helped the automaker exceed its sales expectations.

Zenith improved its digital offering with the acquisition of Atlanta-based Moxie International, giving the agency capability in search-engine and e-mail marketing. To further cross-discipline collaboration, reorganized its account teams into what it's calls 'biospheres,' combining thinkers from different disciplines on the same client or on a group of clients with the same target dynamics. Finally, rounded out its offering by creating a multicultural practice.
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