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.