• by Tom Siebert , September 25, 2006

ZenithOptimedia USA is the latest media agency to launch a dedicated multicultural unit, ZO Multicultural (pronounced "Zee-oh").

Ilia Leon, most recently VP and managing director of WPP's MosaicaMD, will lead the new division as Director, Multicultural Media. While at MosaicaMD, Leon oversaw Hispanic media planning and buying for all clients, including Citibank, Payless, Pfizer and Unilever.

From 1999 through 2005, Leon was VP/associate media director at WPP's The Bravo Group, where she directed buying and planning for Sears Roebuck and Company, Orchard Supply Hardware, Banco Popular, and USPS. She was previously National Sales Manager at Radio Unica Radio Network and director of affiliate marketing at Cadena Radio Centro and the Hispanic Radio Network.

"Seismic growth in the Hispanic market is profoundly impacting American society, culture, politics and business," said Tim Jones, CEO of ZenithOptimedia, to whom Leon will report. "Our multicultural business has doubled in the last year. Ilia's experience and reputation within the multicultural media landscape will help us deliver a best in class service in this area."

Aimed to help clients successfully target and build their business within the ethnic US markets, Publicis-owned ZO Multicultural will offer services in research, strategic planning and execution.

Current multicultural clients include AstraZeneca, JPMorgan Chase, L'Oreal, Nestle, and Richemont.

One week earlier, WPP's Mediaedge:cia absorbed the media division of Hispanic marketing agency The Bravo Group, to form a new division: mec:bravo. Both companies are owned by WPP.