ZenithOptimedia’s new ‘open source’ media network Blue 449 has appointed Andras Vigh as its first global chief executive.

Blue 449 launched earlier this year, rebranding UK agency Walker Media – acquired by Publicis Groupe in 2014 – and planning to open 17 city hubs by the end of this year.

At the time of the launch, global managing director James Shoreland told M&M Global that the network would offer clients the best talent and special skills to “inside and outside” of Publicis.

Vigh has now been brought in a CEO, and will relocate to London from Asia, where he currently operates as Greater China chairman for VivaKi and ZenithOptimedia.

The agency said he will work closely with Shoreland and Sebastien Danet, chairman of the supervisory board, to create a global leadership for Blue 449.

Vigh has spent over two decades working for Publicis Groupe, including stint as global managing director of ZenithOptimedia’s performance marketing network Performics.

Vigh said he believes Blue 449 represents one of the “most exciting launches in the media and advertising industry for many years”.

“The opportunity to create a new way of working, innovating with partners and developing Open Source solutions for clients is very motivating. We are moving fast to launch the brand around the world, and I am hugely excited at the prospect of driving business growth for Blue 449,” he said.

Steve King, worldwide CEO at ZenithOptimedia, added: “[Vigh] has considerable experience in both agency leadership and in rolling out a global network. As a highly respected innovator and strategist, he is ideally placed to take the helm of Blue 449 and to develop its Open Source approach to communications.”