ZenithOptimedia launches ideas-based media arm Newcast

Managing director Ching Ian Wee of Zenith Equinox, communications planning and strategic resources director of ZenithOptimedia China Linda Tan and lastly, Patrick Xu, the deputy general manager of China Media Exchange, will head Newcast.

“We are blurring the line between advertising and media content,” said CEO Malcolm Hanlon of Zenith China. Newcast can be described as a design and creative entity that provides a platform for clients that are looking for more than traditional media."

Hanlon gave an ad from Germany as an example where an image of a butterfly is carried over to the television programme that follows.

Speaking of whether this might give a premium price to the media budget, Hanlon explains that there are always ways to do things even if the budget is minimal. “If they [clients] wants TV, then we’ll think of new elements to bring into a regular TV ads,” he said.

Newcast intends to take media planning and buying out of the “rate cards”, where the agency will brainstorm and translate promotional ideas out of the regular communication medium.

Newcast currently operates in the United Kingdom, Germany and India. Hanlon noted that China would be the largest market for the division.