O2 hands online media account to ZenithOptimedia

by Gareth Jones, Marketing 21-Jan-08, 14:22

LONDON - O2 has consolidated its agency roster with the appointment of ZenithOptimedia to handle its £12m online media planning/buying business.

The mobile network operator is ending its relationship with Omnicom's Media Republic as part of a strategy to pool its media account into Publicis-owned ZenithOptimedia.

O2 has worked with ZenithOptimedia since 2004, when it appointed the agency to its £33m offline media/planning buying business, including TV and print activity.

Sally Cowdry, O2 marketing director, claims the revamped media agency structure will allow the company to benefit from greater efficiencies. 'We see the need to adopt a more integrated approach to planning and buying,' she said.

Media Republic has handled O2's online planning and media buying since 2002. Sister company Agency Republic will continue to oversee online advertising for the mobile operator, with VCCP handling its creative account.

O2 recently worked with Agency Republic to launch a branded Facebook application that will allow users of the social networking site to rate their top 10 friends.