Vizeum is currently the secondary global media network within what is now Dentsu International, sitting behind lead brand Carat. Vizeum presents itself in part as a "strategically dynamic" challenger brand, undertaking more flexible or unconventional media assignments. More often, however, it has traditionally been used to resolve account conflicts within Dentsu's international media business, or to provide a more tailored service to demanding local clients. As a result, despite its challenger positioning, Vizeum's client list in most markets is divided between genuine alternative brands and a few well-established blue-chips. By the end of 2019, Vizeum claimed 99 offices in 56 countries worldwide, though that includes outposts of the parent Dentsu Media umbrella. In the US, the local outpost of the Vizeum network is actually the much larger digital specialist 360i. In Spain, Vizeum still uses the Ymedia banner, after the independent agency it acquired there in 2013. As part of a wider consolidation of its agencies, DAN merged the Australian office of Vizeum into stablemate iProspect in 2020 and moves began to adopt the same strategy in the UK towards the end of the year. COMvergence estimated Vizeum's global billings for 2019 at $4.2bn. Global president Thomas Le Thierry was promoted in 2020 to CEO of Dentsu Media EMEA and his role at Vizeum was left vacant, with senior managers reporting to the local Dentsu Media leadership, alongside Carat, iProspect and other units, including dedicated client-specific teams.
Capsule checked 7th October 2020
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets
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Historical profile information for Vizeum
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Adbrands Daily Update 7th Oct 2020: Dentsu appears to be moving towards the elimination of secondary media brand Vizeum in favour of an expanded presence for digital specialist iProspect. The group is reported to be in advanced negotiations to merge local outposts of those two networks in the UK under the iProspect banner. That replicates a move already completed in Australia. In the US, Vizeum was absorbed into sibling 360i in 2016. In the UK market, Vizeum currently has only around 80 staff, compared to more than 600 for iProspect.
Adbrands Weekly Update 5th Oct 2017: AB InBev completed its mammoth global media review, sharing out responsibilities among four of the top marketing groups. The biggest winner is Dentsu Aegis Network's Vizeum, which retains duties in Europe while also adding the cornerstone North America account. Biggest loser is Mediacom, which surrenders the US and several other markets, but gains or retains most of Latin America. Starcom is another winner, keeping or gaining key Asia markets including China, South Korea and Japan, and some Latin American territories. Omnicom's PHD joins the roster with Australia (from Mediacom), India and Vietnam. Departing the roster is Interpublic's UM which had managed Canada and some Latin American markets.
Adbrands Weekly Update 22nd Sep 2016: Dentsu Aegis Network is to combine the US outpost of second-string media offering Vizeum with its significantly larger digital agency 360i. Vizeum USA currently employs around 150 staff, to 360i's 800-plus. Both agencies will retain separate branding, but Vizeum USA's current CEO Steven Feuling is to leave the business. Patrick Affleck was promoted to president of Vizeum USA, reporting to 360i's executive chairman Bryan Wiener. He said the combined 360i/Vizeum will service small to midsize brands seeking "one, proven integrated offering in a rebundled world where digital, and media and creative are all integrated together".
Adbrands Weekly Update 11th Jun 2015: Vizeum scored three wins, of which the biggest was Indian bank HDFC, but the most significant perhaps was UK cereal company Weetabix, the first loss for the newly launched Blue 449 media network under ZenithOptimedia's umbrella. Blue 449 was previously Walker Media. Vizeum also picked up duties for Australia's Melbourne Racing organisation.
Adbrands Weekly Update 10th Jul 2014: The new quarter got off to a strong start on the account assignments front. Dentsu Aegis Network's Vizeum network had arguably the best week, with a succession of wins, including its biggest ever in the form of the UK's National Lottery media account, which shifts from OMD and Havas Media. The network also picked up half of the Intersnack business across Europe, which it will share with Initiative, as well as Chinese insurance joint venture Axa Tianping and Ikea's launch into South Korea. Those gains were offset by two small losses: Princess Cruises and Zoopla in the UK.
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