ZenithOptimedia is today celebrating its 25th birthday. On 30 October 1988, Zenith Media opened for business in a converted warehouse in Paddington, London. Created from the media buying departments of Saatchi & Saatchi, BSB Dorland and KHBB, it went on to become the first worldwide media “dependent” agency.
From its original UK base, Zenith Media became the first media agency to launch in many of the key markets around the world, most notably in China in 1994 and the US in 1995. Optimedia was launched by Publicis in France in 1989, and in 2000 the two businesses were merged when Publicis Groupe bought Saatchi & Saatchi.
In 2002, ZenithOptimedia unveiled its unique positioning and commitment to marketing performance: The ROI Agency. ZenithOptimedia has grown considerably from its original media buying roots. It has now expanded to include new specialist companies: Performics (digital performance marketing), Newcast (branded content) Moxie (full service digital), Ninah (analytics) and Sponsorship Intelligence. And in 2012, ZenithOptimedia unveiled its dynamic real-time approach to marketing: Live ROI!
Steve King, CEO, Worldwide, ZenithOptimedia, said: “I feel enormously proud and humble that I have been with the network since our launch as Zenith Media in 1988. While our business has changed beyond all recognition in scope and scale, I believe that the enduring success of ZenithOptimedia is testament to the fantastic people and spirit around the network and the clear purpose and direction that we derive from our ROI focus. ZenithOptimedia has been the most successful global media agency and is now one of the largest, most dynamic and well respected amongst its peers.”
To mark the 25th anniversary, ZenithOptimedia is embarking on a major global futures study to look at how the world could change over the next 25 years. The study will look at how the world’s economies will develop, how our societies will change, how advances in technology will improve our daily lives and how we might enjoy entertainment in the years to come. ZenithOptimedia will publish the study in December.
