Merck retains ZenithOpti in Oz as agency bags APAC gig

Merck retains ZenithOpti in Oz as agency bags APAC gig

EXCLUSIVE: Merck has awarded its lucrative media planning and buying duties in Asia-Pacific to ZenithOptimedia, with ZO’s local arm reappointed to the pharmaceutical giant’s account in Australia.

The move comes as part of Merck finalising its reported US$600 million global media review announced last October.   

ZO has held Merck’s media account – worth in the region of $15 million – in Australia for over four years.

Ian Perrin (pictured), CEO at ZO, confirmed to B&T that the agency has been retained to look after Merck's communications, strategy, implementation, planning and investment here.

Although ZO has previously held Merck’s media duties in a couple of markets in Asia-Pacific, it will now take on responsibility for the entire APAC region.

Merck’s creative duties in Australia are split between Saatchi & Saatchi and Havas.  

As part of the global review it's been reported that Havas will look after media planning and buying for Merck in Europe and Latin America.

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