ZenithOptimedia goes digital with Dual Action Blender partnership
THE PHILIPPINES, JULY 9, 2012: ZenithOptimedia Philippines forged an exclusive partnership with pioneering local digital agency Dual Action Blender.
The partnership aims to integrate digital and non-digital campaigns into the overall marketing mix framework where they can be optimized.
“The unique approach of integrating all communication platforms under one team will seamlessly harness the strengths of all media insuring a more powerful, results driven communication”, comments Venus Navalta, chairman and CEO of ZenithOptimedia Philippines.
This move by ZenithOptimedia is part of the network's Live ROI focus, which is to continuously provide state of the art data analytics and breakthrough creativity that deliver innovative ROI solutions for their clients. For Dual Action Blender, it is rooted in the agency's mixed media culture which sits at the intersection of online and offline advertising.
“Digital has found its way into so many aspects of the consumer-brand relationship that a holistic approach makes sense, so connections between channels can be identified and leveraged” adds Ricky Santillan, chairman of Dual Action Blender.
This joint venture brings together ZenithOptimedia’s 80+staff who are being digitally infused, undergoing intense digital training and getting Google certification and Dual Action Blender’s team of 20 people trained and experienced in all facets of digital including social media, mobile, interactive experiences and content creation.
The ensuing digital offering covers the entire digital spectrum across paid, owned and earned media, ranging from websites to social media, mobile, online advertising, search marketing, blogger relations and viral marketing and will be available to existing and prospective clients of both agencies immediately.
Collaborations between advertising agencies and specialized digital shops seems to be the preferred avenue as agencies try to meet the growing demands of clients who want their brands to expand its digital presence across all platforms.
This new alliance between ZenithOptimedia Philippines and Dual Action Blender follows recent collaborations such as Communications Collective, which is composed of five independent agencies, and Havas Media's partnership with Collab.
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