Once upon a time media agencies did what it said on the tin – planned and bought media time and space.
But the lines are blurring all over adland and Publicis Groupe’s ZenithOptimedia has something called Performics, which describes itself as a ‘global performance marketing network.’
Zenith Czech CEO Tomas Varga says: “B2B Group has developed a fantastic reputation in the Czech-Slovak market for driving return on investment for clients through performance marketing. The agency’s talent and expertise is a perfect fit with ZenithOptimedia in the Czech market as we develop our communications services around three pillars: media, through ZenithOptimedia; performance marketing, with Performics; and content services from Newcast, which we launched in the Czech market last year.”
Zenith Northern, Central and Eastern Europe boss Nicole Prusse says: “The acquisition of B2B is part of our strategy to build ZenithOptimedia Czech into a full service communications planning agency. Our recent Nestlé win is a testament to this approach.”
B2B Group MD Tomas Potesil says: “Over the past few years, we have enjoyed considerable growth in the Czech and Slovak markets. We are now working with a range of online brands and also many corporate clients. Our suite of services have expanded from search into other areas of performance marketing and this makes us a perfect match with ZenithOptimedia.”
Well that seems clear enough. Still not entirely sure what a ‘performance agency’ is though. Is it a new version of direct marketing?