ZenithOptimedia joins Disney fold

Disney has divided its 100m pan-European media planning and buying business between Carat and ZenithOptimedia. Mindshare and MPG were knocked out at an earlier stage in a pitch that began last October.

Disney has divided its £100m pan-European media planning and buying business between Carat and ZenithOptimedia. Mindshare and MPG were knocked out at an earlier stage in a pitch that began last October.

Incumbent agency Carat has retained the lion’s share of the account with the Walt Disney Studios and Home Entertainment business units. But ZenithOptimedia has captured the pan-European account for Disneyland Resort Paris, thought to be worth about £20m.

The UK part of the business is believed to be worth £17m (Nielsen Media Research) with £6m related to Disneyland Paris.

Aegis Media, through Carat and Vizeum, has held the account for over 15 years. The Carat pitch was led by its European chief Jerry Buhlmann, who was promoted to Aegis Media chief executive in May.

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