With the acquisition of Moxie Interactive, Zenith Media has significantly expanded its digital media capabilities.

Venturing beyond media planning and buying, Publicis Groupe's Zenith Media acquired the Atlanta-based full-service interactive agency, venturing into new territory, including creative services, reports MediaPost's Joe Mandese. With Moxie, Zenith's digital capabilities are on par with those of sister Publicis network Starcom MediaVest Group; moreover, Publicis can now rival Omnicom, WPP Group, and Aegis Group in digital market share, Mandese writes.

Zenith's digital focus will shift to Atlanta and be headed by Moxie founder and CEO Kris Zagoria. Moxie will operate under its own name and as a separate organization, but will integrate with Zenith's digital media units nationwide.

Under Zagoria's management, Zenith's digital efforts are expected to quickly expand into PC-based, mobile, online, digital out-of-home media, and interactive TV platforms.