ZO's Big Week: $220M In New Business Wins

by Steve McClellan, Nov 18, 2011, 11:05 PM

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Publicis Groupe's ZenithOptimedia had a productive week on the new business front, with both agencies in the network pulling in big wins.

First, Zenith Media reeled in the Gulf States Toyota (GST) regional dealer association media planning and buying account with estimated annual ad spending of $100 million. Then sister shop Optimedia corralled the Bridgestone Tire assignment with spending of nearly $120 million annually, according to Kantar Media. Zenith will handle both traditional and digital media duties for GST while Optimedia will be responsible for Bridgestone Americas Tire Operations broadcast, print and multicultural media chores.

GST reviewed its creative assignment as well, selecting Boston-based independent MMB as its new creative shop.

Bridgestone did not review creative duties. The Dallas-based Richards Group was the incumbent on media, but opted not to defend. Richards continues to serve as the client’s creative agency, both the shop and client confirmed.

Birmingham, Ala.-based Intermark Group was the incumbent for both media and creative on the GST account. GST's five-state region includes Arkansas, Louisiana, Mississippi, Oklahoma, and Texas.

In a statement confirming the company’s selections, Gene Brown, vice president of marketing at GST, said: "We're setting a new direction for our marketing efforts at GST that will better evoke our business philosophy of going the extra mile in everything we do. We will also more fully integrate our communications across channels to reflect the way today's audience consumes media."

"We believe MMB’s fresh creative thinking and constant commitment to producing results will ensure our future success with a strong, integrated message across all consumer touchpoints in our five-state region," Brown added. "Zenith Media will be the perfect partner to ensure the great message we develop with MMB reaches the right customers in the right place at the right time."

A Bridgestone spokesman confirmed the selection of Optimedia after its media review. In a statement issued by the spokesman, the company said: "We are always evaluating different agency partners and from time to time we make changes. We've had a great working relationship with Richards Group and continue to work with them though they chose to not rebid for our media buying account. We are looking forward to working with Optimedia who will now take over in this very important task for our company."

Optimedia said it would handle the Bridgestone account out of its Dallas office. Commenting on the win, Optimedia CEO David Ehlers stated: "We are excited to partner with such a legacy brand and enhance their presences in the market with our unique communications solutions and strategies."

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