• by Joe Mandese  @mp_joemandese, December 5, 2006

Optimedia US, the domestic USA operations of Publicis' ZenithOptimedia Group, Tuesday unveiled a new organizational structure, philosophical approach and agency positioning statement: "Never settle, never stop."

The reorganization comes four months after the appointment of Antony Young as president of the five-year-old media services shop, which still operates in the shadows in the U.S. of its bigger sister, Zenith Media. But the new mantra is designed, in part, to help differentiate Optimedia with a focus on strategy. Zenith's long-time positioning statement has been, "the ROI agency," implying its focus is on accountability and generating immediate returns on media investments for its clients.

As part of its repositioning, Optimedia said it plans to increase its own investments in the areas of communication planning and new "insight products" to deliver more "integrated communications" for its clients.

"Moving forward, we're going to challenge ourselves to be a more ideas-driven, agency," vows Young. "Communication is a creative business. We want to be the client's creative agency's best ally."

To implement the new strategic focus, Young also unveiled a new management structure that re-brands several of its operations.

Optimedia's broadcast buying unit has been re-dubbed, "NewCast." The unit, headed by Larry Novenstern, integrates both traditional TV and new media buying.

Chris Pyne, meanwhile, joins Optimedia US as integrated communications director from London, where he was director of planning on the ZenithOptimedia's Procter & Gamble strategic planning account.