PUBLICIS BUYS DEWITT MEDIA, LAUNCHES OPTIMEDIA INTERNATIONAL
By Adnews Staff
Paris-based Publicis has announced its media company Optimedia will begin operating in the U.S. Optimedia International (U.S.) is being created through the acquisition of New York-based DeWitt Media. DeWitt, an independent media agency will be merged with Publicis' existing media teams of its U.S. agencies with the exception of Publicis & Hal Riney and Fallon McElligott, which are not being affected. Gene DeWitt, founder of DeWitt Media, has been named chairman and chief executive officer of Optimedia International and will head up the new division. DeWitt will be joined by other Publicis U.S. media directors for the management team, which will now hold US$1.25 billion in billings. DeWitt will also be working with Sunni Boot, president of Optimedia Canada and her team to create a North American Optimedia axis. Financial details of the acquisition were not disclosed.