Publicis Groupe Media has created a regional media buying unit, Media Exchange (MX), to gain greater clout across the region.
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The MX group's first operating unit launches in China, with Philip Beck at the helm as CEO after eight months in charge of ZenithOptimedia's diversified services unit on the mainland. China Media Exchange (CMX) will offer media buying, content provision and diversified services, leaving Starcom and ZenithOptimedia free to concentrate on communications and tactical planning, according to the agency. "China is probably the most complex media market in the world, and with the growth that we believe is going to happen, we felt we needed to combine our offering," said Beck.
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Launching with more than 350 staff — comprising the merged media buying divisions of both networks — with three main operating offices in Beijing, Shanghai and Guangzhou, CMX also boasts 13 alliance partners in China's domestic regions.
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"We wanted to leverage rates, relationships and opportunities, in a forum where we could bring together media owners to work with our clients in developing opportunities that are unique," Beck said.
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Publicis Groupe Media is expected to finish rolling out the Australia operation in the next few weeks, with India to follow about a month later. Beck said a timetable for rolling out the MX brand across the region has not yet been finalised, and a regional head has yet to be appointed.
