Lagardère Active centralises its media buying in France

To optimise its advertising investments in France, Lagardère Active is grouping together its media buying operations

To optimise its advertising investments in France and enhance their effectiveness, Lagardère Active is grouping together its media buying operations, assigning them to two agencies: ZénithOptimedia and Havas Média.

Accounts are allocated to the two agencies according to major transversal segments: “News”, “Men”, “Entertainment” and “Youth” for ZenithOptimédia; “Women” and “Celebrities” for Havas Média.

In addition, ZénithOptimedia will consolidate the whole group’s TV buying over all six segments.

These agreements will come into effect on 1st September 2007.

Olivier Chapuis, Managing director of publications declared: “Through this strategic partnership with two major networks, Lagardère Active is able to reinforce productivity of its investments and speed up development of internal cross-media synergies in these various segments”.

In 2006, Lagardère Active’s media buying budget exceeded € 120 million (source: TNS MI), positioning it among the top 30 French advertisers, all sectors put together.