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International: Optimedia repositions, sets new agenda

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International: Optimedia repositions, sets new agenda

Media agency Optimedia today unveiled a plan that will revamp its business development, branding identities, office environment and internal planning, buying and integration processes.

Under a new structure, Larry Novenstern, previously executive vp and director of national electronic media, where he oversaw buying for broadcast, cable, syndicated TV, brand entertainment, VOD and broadband, will head a new division called NewsCast. The new division will focus on integrated broadcst and new media buying strategies.

An Integrated Communications Planning unit was also formed, to be headed by Chris Pyne, who will serve as its director. Pyne joins Optimedia US from Optimedia in London, where he oversaw planning on the Procter & Gamble account, among others. Pyne will be looked to to "reinvigorate and re-design the agency's strategic planning process." He will report to Bonnie Barest, executive vp/managing director of Optimedia NY.

Beginning in 2007, Optimedia will have a new logo, Web site, reception area within the ZenithOptimedia offices, and its own marketing materials.

Tim Jones, CEO for ZenithOptimedia U.S. Group said, "The strategy is to have two independent agencies with completely differentiated propositions in the marketplace."

Optimedia U.S.' moves are being spearheaded by Antony Young, who became president of the agency four months ago, after an executive stint in London as CEO of ZenithOptimedia U.K. Group.

"Moving forward, we agre going to challenge ourselves to be a more idea-driven agency," Young said. "Communication is a creative business. We want to be the clients' creative agency's best ally."

Source: Mediaweek


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