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The contribution of advertising to the culture, economy and reputation of Britain should not be understated, writes Grant Millar of ZenithOptimedia



  • The Guardian Media Network is media partner of LEAD 2015


The UK advertising and media business is a powerhouse in the UK, and we should not underestimate its contribution. It has become a vital pillar underpinning the UK’s creative industry and global reputation. In our multimedia environment, the British public now access the majority of their content funded by paid-for advertising. The ecosystem of agencies, clients and media owners are the providers in an unstated value-exchange between media platforms and their consumers. This ecosystem, while increasingly complex, is extremely healthy in comparison with almost every other nation globally. The quality, range and relative accessibility of our content remains the envy of the world.


As a media agency, we exist first and foremost to grow our clients’ business value; to have a transformational impact upon the success of their business from their investment into media. Since establishing our ROI agency positioning in 2003, ZenithOptimedia have constantly been refining these skills in a world where the definition of media has widened dramatically. Our business has grown by providing expert access to media platforms and by recruiting from diverse areas to build robust new capabilities that we integrate for our clients.


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