ZenithOptimedia has set its sights on growth in the Czech Republic and Slovakia with a purchase of digital performance agency B2B Group. 

The acquired firm holds presence in Prague and Bratislava, which has helped power localised digital campaigns for the likes of o2, Raiffeisenbank and Pixmania.

Following news of its purchase, B2B Group, its 30-strong staff roster and various performance marketing services will move forward under the wing of ZenithOptimedia and its Czech division.

“The acquisition of B2B is part of our strategy to build ZenithOptimedia Czech into a full service communications planning agency,” commented Nicole Pruse CEO of Northern, Central and Eastern Europe for the acquiring agency. 

Reports suggest that some aspects of B2B Group will be aligned with Performics – the performance marketing network owned by ZenithOptimedia.

Core pillars

ZenithOptimedia itself is the ‘ROI agency’ for Publicis Groupe, holding presence in 74 markets including the Czech Republic and Slovakia.   

Speaking of B2B Group’s fit with ZenithOptimedia, the former’s CEO Tomas Potesil said: “Over the past few years, we have enjoyed considerable growth in the Czech and Slovak markets. We are now working with a range of online brands and also many corporate clients. 

“Our suite of services have expanded from search into other areas of performance marketing and this makes us a perfect match with ZenithOptimedia.”

Tomas Varga, CEO of ZenithOptimedia Czech, backed B2B Group and its varied service offering to help his firm develop on three fronts: media, performance marketing and content.