Performics to launch in Australia
Publicis Groupe’s Zenith Optimedia will launch its performance marketing agency – Performics – in Australia.
The announcement:
January 24, 2011 – Performics, the performance marketing agency division of ZenithOptimedia, owned by Publicis Groupe, today announced that through a global extension across 14 major markets it will become the most comprehensive search and performance marketing agency worldwide. Performics will be officially launched simultaneously in Australia, under the leadership of Managing Director Phil Zohrab.
ZenithOptimedia Australia has a strong heritage in search and performance marketing. It has had an in-house search team since 2004 and performance display buying since 2005. In his previous role as Search and Performance Director, Zohrab led a team of 14 performance specialists in Australia who will now form a core part of the Performics global network.
In Australia, performance display and search advertising make up more than 55 per cent of total online advertising+. According to the December 2010 ZenithOptimedia Ad Expenditure Forecast, overall internet advertising in Australia will increase by 12 per cent in 2011 to $2.39 billion, underpinned by 18 per cent growth in both performance display and search.
“Our client expenditure in digital continues to grow exponentially in Australia and we saw spend in performance channels grow at more than 25 per cent in 2010. In fact, some of our biggest clients are directing 70 per cent or more of their digital media budgets into search and other performance tactics,” Zohrab said.
“It therefore makes sense for our business and for our clients to invest in this highly specialised area, consolidating our complementary search, performance and analytics team members to deliver live ROI.”
ZenithOptimedia Australia Chairman Philip Talbot said: “Search and performance marketing, across a growing range of digital channels, is becoming an increasingly important source of leads and business for our clients. By launching Performics in Australia we can build on our established expertise in this area and can now provide integrated search efficiency through our OneSearch platform.”
Performics’ core offering, OneSearch, drives integrated search efficiency for clients to ensure optimal marketing investment. The agnostic approach pairs third-party platforms, such as DoubleClick Search, Marin, Kenshoo and others, with proprietary technology, including BenchTools, Performance Marketing Dashboard and Click2Sales, to deliver best-in-class solutions.
Globally, Andras Vigh will assume the new role of Managing Director Worldwide for Performics, responsible for overall operations. Vigh is currently regional CEO for Central and Eastern Europe, Middle East and Nordics for ZenithOptimedia and will retain part of this role during his transition.
ZenithOptimedia Global CEO Steve King said: “Andras’ leadership and innovation skills, along with Performics’ proven model and our OneSearch platform, will advance clients’ digital marketing around the world, where demand for search and performance marketing solutions is rapidly growing.”
Global paid search advertising expenditures are expected to grow by more than $US15 billion within the next three years, according to ZenithOptimedia’s Advertising Expenditure Forecast released in December 2010. Total paid search spending in 2010 was more than $US30.5 billion, which is predicted to exceed $US46 billion by 2013.
“Advertisers should be poised to capture the expanding search market in 2011 and beyond. Clients are demanding best in class specialised skills and seamless digital integration. A worldwide network solidifies Performics as a global performance marketing agency and allows it to deliver against both objectives,” ZenithOptimedia Worldwide Chief Digital Officer Fred Joseph said.
Andras Vigh added: “Our performance specialists around the world are recognised thought leaders and experts in SEM, SEO, display, social, mobile, conversion optimization and affiliate marketing. Performics’ consistent global offerings will enable our clients to make smarter decisions about their digital spend and, ultimately, increase ROI.”
Performics’ global headquarters will be based in Chicago, with international hubs in London and Singapore. The performance marketing teams of the former ZedDigital offices in Canada, China, France, Germany, India, Italy, Mexico, Poland, Russia, and Spain will align immediately under the Performics brand, while other digital capabilities in these markets will be integrated into local ZenithOptimedia operations. Further expansion plans will develop the performance agency model to all of ZenithOptimedia’s 72 countries.
“ZenithOptimedia’s teams have collaborated with Performics since its acquisition from Google in 2008. We have been planning the global expansion program for the past year and it is a vital initiative for ZenithOptimedia,” Steve King added.
“Performics currently manages search and performance marketing programs for many of the world’s top brands,” Performics US CEO Daina Middleton said. “Existing and new clients will benefit from enhanced solutions and continued access to the VivaKi network and resources of Publicis Groupe – the world’s third largest communications group and the top global spender in search.”
Middleton will remain US CEO, while Vigh, based in London, will oversee all offices and global operations, effective immediately.
Source: Zenith Optimedia press release
