At a global level, Publicis Media has announced that its Blue 449 Optimedia agency will become Blue 449.
However, in the region, where media agencies Optimedia and Blue 449 had not yet merged, there is unlikely to be any immediate effect.
Globally, Publicis Groupe has four media shops: Starcom, Zenith, Mediavest Spark and Blue 449 Optimedia, which sit under Publicis Media, one of four operating units formed when the Groupe restructured in March of this year.
However in the Middle East, during the restructure, Optimedia remained part of sister operating unit Publicis Communications. Publicis Communications contains creative shops Saatchi & Saatchi, Publicis Middle East and Leo Bu
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