ZenithOptimedia rolls out Newcast
ZenithOptimedia is to roll out its branded entertainment division Newcast globally. It was first pioneered in the UK.
The Publicis Groupe agency set up Newcast in the UK in 2007 and the local division is headed by ZenithOptimedia UK deputy managing director Mark Waugh.
It believes that clients are increasingly looking for non-traditional ways of engagement with consumers and branded entertainment can be a key driver in marketing initiatives.
Last year it set up offices in China, India and Spain and now it will accelerate roll out to Mexico, Latin America and Eastern Europe.
The US operation has recently launched and is headed by president of Newcast Dave Ehlers.
Newcast UK has helped bring in business from brands such as Courvoisier and Aviva, claims the agency. It says that 7% of its total billings now comes from Newcast.