The mobile and broadband operator kicked off a competitive review of its agency roster last summer, with a view to centralising offline and online media within one agency.
O2 UK marketing director Sally Cowdry said the move was prompted by the changing media landscape. She said: “We’ve seen a blurring of lines between online and offline media and realised we could achieve more efficiency looking at campaigns end-to-end rather than separately.”
She said the realignment would hand ZenithOptimedia significant extra media responsibilities. However, she declined to comment on specific billings.
The win is being billed as a £24m account, however, O2 spent only £9.7m on internet advertising in 2007, according to Nielsen Media Research figures.
ZenithOptimedia has handled offline media for O2, including TV and press, since 2004, when it won the £33m account from previous incumbents PHD and The Allmond Partnership. The agency will take on all online media planning and buying, in addition to its original brief, from April.
Media Republic, the digital media arm of digital creative agency Agency Republic, had handled online media planning and buying for O2 since 2002. It recently helped to develop the Favourite Place Facebook campaign, generating one of the biggest online sites in the UK.
Omnicom’s Agency Republic will continue to handle online ad campaigns with creative agency VCCP.
O2 UK marketing director Sally Cowdry said the move was prompted by the changing media landscape. She said: “We’ve seen a blurring of lines between online and offline media and realised we could achieve more efficiency looking at campaigns end-to-end rather than separately.”
She said the realignment would hand ZenithOptimedia significant extra media responsibilities. However, she declined to comment on specific billings.
The win is being billed as a £24m account, however, O2 spent only £9.7m on internet advertising in 2007, according to Nielsen Media Research figures.
ZenithOptimedia has handled offline media for O2, including TV and press, since 2004, when it won the £33m account from previous incumbents PHD and The Allmond Partnership. The agency will take on all online media planning and buying, in addition to its original brief, from April.
Media Republic, the digital media arm of digital creative agency Agency Republic, had handled online media planning and buying for O2 since 2002. It recently helped to develop the Favourite Place Facebook campaign, generating one of the biggest online sites in the UK.
Omnicom’s Agency Republic will continue to handle online ad campaigns with creative agency VCCP.
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