Zenith Optimedia launches non-traditional spin-off Newcast
Media agency ZenithOptimedia is to launch a new offering aimed at helping clients deliver non traditional media initiatives.
Newcast will be headed by former Austereo campaign strategist Vicki Connerty.
Newcast has been launched as a spin-off from Zenith Optimedia in ten markets around the world. Connerty is so far the sole member of the Australian team but a spokesman said that further hires would follow.
Newcast’s focus will include broadcast partnerships, event sponsorships, original content production and experiential campaigns.
Before working for Austereo, Connerty worked in sponsorship for Carat in the UK. Prior to that she worked at British radio stations including Classic FM and Virgin.
She aid: “Newcast has an enviable reputation internationally for creating and executing groundbreaking marketing campaigns for clients. I am delighted to be joining the team in Australia to continue their strong track record in delivering non traditional solutions.”
Zenith Optimedia’s chief operating officer Andrew Sherman said: “Our agency spend in non traditional media continues to grow. The launch of Newcast will benefit our clients through better sharing of ideas and global best practice. This will further enhance the effectiveness of this investment.”
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So Zenith Optimedia is now the traditional media company and newcast is where the innovation happens.
Zenith have, by creating a new brand, said that Zenith Optimedia cannot stretch into the space of innovation credibly – or else they would have done it under the ZO brand.
It’s the same fundamental mistake made by agencies who do not understand brand development (I guess they are a media agency not a brand agency but they could have consulted with one?) Saatchi & Saatchi made a similar mistake when they launched their innovation arm Fahrenheit 212 (who? exactly), what does it say about the mother ship?
Feels like a dangerous thing to do – depositioning your cash cow to redundancy.
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The press release sounds like it’s a 1 person ‘department’ selling services to existing network clients … doesn’t sound too compelling really.
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Congrats Vicki!
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Congrats Vicki!!
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