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Publicis retains Blue 449 but drops Optimedia in global rebrand

Publicis retains Blue 449 but drops Optimedia in global rebrand

Publicis Groupe is “simplifying” the branding of its Optimedia|Blue 449 agency network to just Blue 449, only nine months after creating the brand.

The group merged its longstanding Optimedia brand with fledgling Blue 449, creating one of four agencies to sit under the new Publicis Media division, alongside Starcom, Zenith and Mediavest|Spark.

As part of the changes, Publicis is rebranding all six remaining Optimedia offices and Match Media in Australia to Blue 449.

Blue 449 was launched in 2015 by ZenithOptimedia as a new-style ‘open source’ media network, following its acquisition of UK agency Walker Media. Former VivaKi boss Andras Vigh was recruited as global chief executive, and subsequent client wins have included Home Away, Asda and Alibaba.

The network currently has 22 offices in 14 core markets, but plans to launch in Singapore, Taiwan, Mexico and Bulgaria by the end of 2017.

Vigh said: “Our Blue 449 journey started only 19 months ago but over 18 years ago for Optimedia. By bringing together these two brands we are creating a unique agency, truly scaled with our ‘Open Source’ philosophy. Our focus this year has been to create a consistent global footprint and an aligned name.

“Blue 449 will help us to drive our product and our clients’ businesses, to live up to our mantra that we are always in beta and continue our innovation in creativity and data through media. Exciting times ahead.”

“We are bringing the best of two agency cultures together to best serve both our clients, as well as our employees worldwide,” added Dave Ehlers, CEO of Optimedia US.

“The energy of the Blue 449 brand is contagious and we are fired up for the world to see more customised client services with a renewed focus on data and content, as well as trust, talent and transformation.”