Publicis recovers use of Zenith brand in three markets

The rebrand is expected to end months of confusion among media owners and clients, which was sparked by WPP's acquisition of the Cordiant group last year. The purchase resulted in the separation of ZenithMedia and Optimedia since Cordiant directly owned 25 per cent of Zenith, with the remainder held by Publicis Groupe. The French group subsequently acquired the 25 per cent from WPP; however, the deal did not include Zenith offices operated through former Cordiant unit Bates in Hong Kong, Malaysia and IndoChina. Unable to agree on a sale price,the two groups sought an "amicable separation", allowing Optimedia to work on Publicis-aligned clients during the period. As part of the rebrand, the company is changing its logo and the structure of the business, which will be divided into two separate teams, namely Team Optimedia and Team Zenithmedia. However, according to Andras Vigh, chief executive officer of ZenithOptimedia in Hong Kong, since the initial separation of the two operations, "there has been a lot of confusion in the market among both media owners and clients". "The return of the Zenithmedia brand name to the Publicis Media Groupe, will end the confusion," said Vigh. "There is now only one ZenithMedia, and it is part of the Publicis-owned ZenithOptimedia Hong Kong." The move gives ZenithOptimedia, the representative of the ZenithOptimedia Worldwide network in Hong Kong, the rights to the ZenithMedia and ZenithOptimedia brand names, in addition to the Optimedia brand name under which it currently operates. Vigh added that the name change would not affect clients or staff: "We will continue to service the same client and there will not be any changes to the staffing in Hong Kong."