Zenith Restructures Video Buying, Names Peggy Green Vice Chair Of Agency

by , Jan 18, 2008, 10:48 AM
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Zenith Media USA, the flagship unit of Publicis Groupe's ZenithOptimedia Group, this morning announced what it called a "major restructuring" of its media buying operations, naming long-term broadcast buying diva Peggy Green Vice Chairman, and putting in charge of a new "video investments and marketplace approach."

Green, who reports to ZenithOptimedia North America CEO Tim Jones, will oversee the integration of all video-based media buying operations, consolidating traditional broadcast and cable buying departments, with video buying duties for emerging platforms such as online video. The move is similar to the restructuring and integration of video buying, or "activation" departments popping up across Madison Avenue, especially at Zenith's sister shops, Starcom and MediaVest, both of which adopted those strategies a couple of years ago.

The move also comes as video advertising and content is jumping off the personal screens of TV, PCs and hand-helds, into a variety of public venues within a burgeoning out-of-home digital video advertising marketplace, which is seeing many traditional TV players - companies like CBS and NBC - jumping into the space - literally (see today's MediaDailyNews).

As part of the reorganization, Ava Jordhamo was promoted to executive vice president-director of national broadcast, reporting to Wendy Marquardt, president of Zenith Media USA. The agency said Green would work directly with Jordhamo and Marquardt to apply marketplace strategies to the agency's clients and that the national broadcast operations under Jordhamo would be structured in line with the agency's account groups.

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