O2 UK has consolidated its entire media planning and buying business into ZenithOptimedia following a review. Zenith, already the incumbent on the offline media account, has now picked up online media planning and buying, which has been handled by Media Republic since 2002.
O2 called the review, which had an “online focus”, at the end of last year. But the mobile operator’s marketing director Sally Cowdry says the review was “quite open” and “looked at the best way to plan and buy media” across the board.
The company held a pitch between a number of undisclosed agencies but Cowdry adds: “Zenith came out as the all round best end-to-end solution for us.” The agency will begin working on O2‘s digital media account from April.
Cowdry says: “The lines are now blurring between offline and online media space and as a result we see the need to adopt a more integrated campaign for planning and buying.”
Media Republic’s sister agency Agency Republic will continue to handle online advertising for the brand. Its relationships with Vallance Carruthers Coleman Priest and Archibald Ingall Stretton are also unaffected.