ZenithOptimedia to launch a new global network Project Blue

MUMBAI: Publicis Groupe plans to launch a new global media network christened Project Blue under its media services unit ZenithOptimedia by the first quarter of 2014. “While we are starting with a media agency and positioning it as a media network, Project Blue will also have services like creative, activation, digital, shopper marketing and so on,” a senior official from one of Publicis Groupe agencies said.

Project Blue will start its journey in the UK with Walker Media, a media agency that the French advertising giant bought from M&C Saatchi for a reported £36 million for a 75.1 per cent stake in November. “While it plans to enter Asia soon, it may not launch in India in the near future,” the person said. In an official communication, ZenithOptimedia’s worldwide CEO Steve King said, “With the launch of the new network, we have an amazing opportunity to deliver new communications services and to work with a broader range of clients around the world.”

Last week, the company promoted Sébastien Danet, president of ZenithOptimedia France and chairman of VivaKi France, to the additional role of chairman of Project Blue. The network will operate alongside other businesses within the ZenithOptimedia Group, including Newcast, Performics, Moxie, Engauge, Ninah and Sponsorship Intelligence.

Project Blue will focus on specific categories such as retail, automotive and pharmaceuticals. It is expected to help the group drive business growth and further develop communications specialisation.