ZenithOptimedia Canada CEO Frank Friedman is returning to his native U.S. as part of a leadership change at the Publicis Groupe agency.
Friedman, who replaced longtime ZenithOptimedia head Sunni Boot as CEO in January 2014, is taking on an undisclosed executive role with the agency’s U.S. office.
Effective immediately, Kristine Lyrette becomes president of ZenithOptimedia Canada. She was hired as executive vice-president managing director in December after spending the previous eight years at OMD.
Her career has also included stints at MediaCom, Deutsch and Due North Communications.
“I’m thrilled to be taking on the leadership of ZenithOptimedia and grateful to work with our amazing clients and the team of people here who are committed to excellence,” said Lyrette, in a release. “This has been one of the most challenging times we’ve all seen in the past few decades and we look forward to working with our partners to collectively contribute to their and our success.”
ZenithOptimedia North America chairman Tim Jones said Lyrette has demonstrated the required “leadership skills, dynamism and modern marketing expertise” to guide the agency through its next phase.
The leadership change comes during a turbulent period for ZenithOptimedia, which has seen it lose both the Home Depot and the Ontario government assignments, while welcoming Coty’s print and TV business.
Prior to arriving in Canada, Friedman was interim CEO of ZenithOptimedia’s office in New Delhi, and spent nearly four years as executive VP, managing director and head of operations with Optimedia in New York.
He is the latest in a series of high-profile departures at ZenithOptimedia. In June, EVP of activation Judy Davey left to take on a dual role as VP of media policy and marketing capabilities at the Association of Canadian Advertisers. In March, Zenith Media president Julie Myers left the company after more than 15 years.
