Optimedia rebrands as Blue 449

Optimedia, the media agency part of Publicis One, is changing its name to Blue 449. The rebranding is part of a larger transformation process in all markets where the group operates, with the goal to adapt Publicis One’s global and local resources to the clients’ needs. Optimedia has operated in Romania for the last 20 years.

Blue 449 was launched two years ago by ZenithOptimedia as the ‘open source’ media agency and now has a global presence across 13 important international markets and 23 offices, under the lead of Andras Vigh, global brand president.

The ‘open source’ principle found its analogy in the technology field and it is determined by the basic programming code specially created to allow constantly spreading, adapting and expanding on a large scale. This principle became Blue 449 philosophy and carries the spirit throughout their collaborative and client-focused approach. ‘Collaboration’ is the main concept of this new type of business approach.

“Our main goal is to set a consistent global footprint as the Open Source media agency and we are making quick progress towards this. The launch of Blue 449 in Romania enables us to offer our clients a truly innovative and customized approach in communication, in an important CEE market. Romania will be our 15th market, and the 23rd office,” said Andras Vigh, Blue 449 global brand president.

Blue 449 is a dynamic brand with multiple connections. It has full access to Publicis Groupe’s resources, whilst keeping the ‘open source’ philosophy at the core of its operations.

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At the local management level, Blue 449 will be led by Cezar Batog, former managing director of Optimedia.

Maria Tudor, chief media officer Publicis One, coordinates all Publicis One media agencies in CEE – Zenith, Starcom, Spark | Mediavest, Blue 449.

“Blue 449 brings a breath of fresh air to a grown agency, remarkable through continuity and team stability. Also, it brings something fresh at the Group level. Now we have in Romania 3 strong media agencies, with precise positioning but which complement each other and form the strongest pool of buying in Romania. Last but not least, this Blue 449 launch in Romania brings me also a personal joy because it’s one of the first in CEE,” added Maria Tudor, chief media officer, Publicis One.

Blue 449 is one of the five media brands of Publicis Media. Its open source philosophy combines media activity, ideas, information and technology that shape clients’ development. Apple offers a wide selection of options when it comes to the MacBook line . The Blue 449 brand brings people and organizations together from around the world that provide additional knowledge and inspiration inherent to the Publicis Media global practices. The name and the visual identity embody art and ideas represented by the blue color, and the usage of data and technologies implied by the number 449. This number is just one digit away of the true blue color (represented by the number 450 on the color spectrum) and therefore Blue symbolizes the state of being a step away from perfection, i.e., the state in which the agency constantly strives for development, problem solving and continuous performance improvement.

Headed by Andras Vigh, global brand president, Blue 449 operates on 13 markets through 23 offices with over 1,200 employees and will further expand its presence in 2017. Blue 449 is a community without borders and with global presence in many territories.

Publicis One Romania is one of the biggest communications group in the country. The brands that operate under its umbrella are: Leo Burnett, Publicis, Saatchi & Saatchi, Starcom, Blue 449, MSLGROUP The Practice, Publicis Consultants, iLeo, Nurun, The Geeks, Publicis Dialog and Publicis Events. Locally, Publicis One is led by Teddy Dumitrescu, chief executive officer, Stefan Iordache, chief financial officer and Mihaela Botea, chief financial officer.

Publicis One is a business model which is built around the clients’ needs and recognizes the need for both specialization and integration in the present market.

Publicis Groupe transforms its business model and organizational structure globally in order to put clients at the center of the services it provides and to facilitate the access to them. The group is structured around four key hubs: Publicis Communications, Publicis.Sapient, Publicis Media and Publicis Health. For the smaller and medium sized markets around the world Publicis Groupe created Publicis One – a new organizational model where all brands retain their identity, but are subordinate to an operational core for strategic planning, analysis and brand building, providing them with the necessary scale for success and with access to the resources, knowledge and abilities of all four communication hubs.

Romanita Oprea