ZenithOptimedia will handle all media communication strategy, implementational planning and buying for TV, press and radio. ZenithOptimedia's outdoor arm Meridian will handle outdoor activity and Zed will handle direct media.
The appointment is the result of 02's first review of the media account since it launched as part of the Mmo2 holding company in November 2001.
The business was previously split between TAP, which handled most of the buying, and PHD, which handled planning. ZenithOptimedia oversaw press and radio buying.
Susie Moore, head of brand and marketing communications for O2 UK, said: "In order to ensure the best value and efficiency we decided that it was necessary to consolidate our media account and put the work out to tender. ZenithOptimedia best understood our brand and we are confident they will help us continue to differentiate O2 in the marketplace."
ZenithOptimedia will work with O2's creative agency Vallance Carruthers Coleman Priest, sponsorship company PHD Drum and digital specialist Agency Republic.
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