Fox awarded the US portion of the business to the Publicis Groupe agency last week. Throughout the review process, Fox has insisted it is aiming to align the account into one media network; given that the US accounts for approximately 70 per cent of Fox's global media spend, Zenith was widely tipped to pick up the remainder of the global business as well.
However, sources have revealed that certain Asian markets are keen to remain with their incumbent agencies ?the key market of Japan is believed to favour staying with Dentsu. "There is some resistance in markets outside the US," said a media agency source.
Zenith faced off against MindShare and Vizeum during the review, which was launched by Fox to consolidate global media chores for its theatrical and home entertainment enterprises.
