Media Perspective: Integration offers a digital breakthrough for traditional shops.(ZenithOptimedia)

The recent capture by ZenithOptimedia of the pounds 20 million O2 online media planning and buying account was interesting in at least two ways.

First, because it showed that ZenithOptimedia has a strong enough digital operation, outside of its Zed Media business, to compete for large online accounts, and second, because it highlighted the increasing trend for clients to integrate online media business with planning and buying across more traditional channels.

Of course, one man's integration is another's separation, and the news was a blow to Agency Republic. The agency had run the O2 online media business out of its Media Republic division and alongside the digital creative account it continues to hold. So while O2 now has its media under one roof, it faces the loss of any benefits it accrued from having its online creative and media in a single agency.

While O2 praised Media Republic for building its 'credibility within the online market', the O2 marketing director, Sally Cowdry, concluded: 'The lines are now blurring between the offline and online media space and as a result we see the need to adopt a more integrated campaign for planning and buying.'

That word 'integrated' again. In reality, one suspects that another word in the O2 press release ('efficiencies') is the biggest influencer behind the change and that, despite media being handled through one point, Agency Republic and ZenithOptimedia will do well to continue the success delivered by O2's online campaigns to date.