Vizeum advertising & marketing assignments

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Vizeum was until 2021 the secondary global media network within what is now Dentsu International, sitting behind lead brand Carat. Vizeum presented itself in part as a "strategically dynamic" challenger brand, undertaking more flexible or unconventional media assignments. More often, however, it was 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 was 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. It was eventually confirmed at the beginning of 2021 that the entire global Vizeum network would be folded into iProspect. COMvergence estimated Vizeum's global billings for 2020 at just under $4.0bn. 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

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Adbrands Daily Update 13th Jan 2021: As was already anticipated, Dentsu will press ahead with the elimination of the global Vizeum media network, which is to be folded into digital specialist iProspect. The Australian office of Vizeum had already been absorbed by sibling iProspect last year, and rumours emerged of a similar move in the UK soon afterwards. Now Dentsu confirms that the entire Vizeum network will be eliminated, with accounts and staff transferring to iProspect under the leadership of the latter's president Amanda Morrissey. Completion is expected to take place by the end of Q1.

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.

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