Zenith Optimedia becomes ‘the open agency’, Naked boss calls positioning ‘vague’

One of Australia’s most publicity-shy agencies has adopted a new positioning around the principle of being open.

At its Sydney offices last night, the new boss of Zenith Optimedia Ian Perrin announced that the Publicis Groupe media agency was to be “more open” in its approach to other agencies, media owners, trading, innovation and sourcing talent.

Zenith has been virtually anonymous since former CEO Belinda Rowe left in 2009, with regional boss Phil Talbot preferring for the agency to operate under the radar.

The agency boasts an enviable client list that includes NAB, Lion Nathan, Foxtel, News Limited and Qantas.

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