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How RB have revolutionized their media selection in a changing global media landscape

First of all for by means of an introduction my name is Fred Joseph and I am global Chief Digital Officer for ZenithOptimedia - the media agency for RB, helping them to plan, execute and measure their ads across all media, TV, radio, press, and of course online.
Media Landscape
As you may know, the media landscape has changed fundamentally in recent years as ‘the audience’ is now able to use the internet and digital tools to create, remix and share at scale. Along with the landscape itself, the way people consume media has also changed. The audience these days are consuming much more of their content online, this includes news, entertainment and socializing. Newspapers, radio and TV stations are having to adapt to their audiences/consumers preferences, the same is true for advertisers. According to Morpace only 52 percent of American’s viewing time is spent on live TV compared to online and time-shifting alternatives. Another study, conducted in the UK by IAB and Thinkbox shows [...]

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Frederic Joseph

Name: Frederic Joseph

Nationality: French

Link to RB: Working on RB accounts since end of 2009 when ZenithOptimedia won the global media buying and planning pitch.

Frederic heads the Interactive units of ZenithOptimedia globally, 32 countries are under his responsibility, with an indirect matrix reporting of 900 FTEs with a consolidated soft P&L of about 25% of ZenithOptimedia global revenue.

He is part of the ZO WW management team and the Vivaki Nerve Center board.

Education: Sciences Po Paris – France, Master in Law Busines/Fiscal Law  (Paris 2 Assas – France)

Career: Frederic has a 20 years experience – 10 in off line and 10 in on-line.

He started his career in 1990 in the Havas Group as a media planner at EURO RSCG, and ended after 5 years as a group media manager. He joined Saatchi&Saatchi in 1995 as the media Director of the Paris agency. He joined Saatchi&Saatchi London in 1999/2000 as European Commications Director for Procter &Gamble brands. In 2000 he went back to Paris to start the first Zenith Media Interactive division, known as Zenith Interactive Solutions. In 2002 he became General Manager of ZenithOptimedia Interactive. Under his management the Interactive unit grew from 0 to a 22% market share of the on-line French market.

In 2005 he became Managing Director of the Interactive Division of Publicis Groupe Media France and was elected President of the French Interactive Advertising Bureau (the IAB is the first on-line trade association regrouping agencies, advertisers and publishers).

In November 2005 he moves back to London to work at the ZenithOptimedia Head Quarters, and soon launches the Zed digital brand internationally. He becomes CEO of Zed digital, with a foot print in more than 30 markets across EMEA and APAC.

In September 08 he also becomes Managing Director of the VivaKi Nerve Center EMEA (digital engine and service provider for ZenithOptimedia, Starcom, Digitas), alongside his role at Zed digital.

In January 2010 he is promoted Chief Digital Officer Worldwide at ZenithOptimedia

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