• by Fern Siegel , February 22, 2010

ZenithOptimedia has launched Newcast, a division that reaches beyond traditional media to focus on cross-platform marketing, in the U.S. Newcast will work in tandem with the agency's planning and buying teams to create branded entertainment platforms and content.

The American unit piggybacks on existing ones in European countries, including England, Germany, Spain and Italy, as well as the emerging markets of China, Russia and India. By April, Newcast's coverage will expand to 18 markets.

"Newcast will create comprehensive engagement platforms helping brands to develop a deeper relationship with their consumers beyond the 30-second spot," stated Dave Ehlers, president of Newcast, and executive vice president, managing director at ZenithOptimedia.

ZenithOptimedia has a history of building on traditional media, including the recent promotion between Chase Sapphire and the Travel Channel, which produced product integration across four series, in addition to an original special for Ocean Spray.

Susan Joseph Smith, senior managing director, will run Newcast's U.S. operation, charged with creating story line integration for branded short- and long-form multiplatform content. She says there is a need "to step outside of the traditional upfront process" to find opportunities that offer "more creative freedom in brand messaging."

Prior to joining ZenithOptimedia, Smith was director of strategic solutions at Rainbow Media, where she created, packaged and sold branded sponsorships for both AMC and WE tv.

ZenithOptimedia Worldwide operates 215 offices across 72 countries.