Mediaweek

Advertising

Zenith launches new global brand vision and identity

Zenith says the approach has three key client benefits

Zenith has unveiled a new global approach to communications, supported by a relaunch of the network’s brand identity, proposition and platforms.

Led by Zenith’s Global Brand President Vittorio Bonori, the move is the most significant development for the network since the launch of its ROI Agency positioning in 2002.

Called ROI+, the new approach is designed to solve business challenges though advanced communications models. Zenith says the approach has three key client benefits.

First is the creation of upstream strategies that deliver greater ROI through business transformation.

Second is a focus on the full consumer journey in order to design personalised communication at scale.

And third is maximising downstream efficiencies through market-leading automation, such as machine learning.

Zenith’s new approach is brought to life by a full rebranding of the agency. Building on The ROI Agency positioning, Zenith has a new mantra: “We blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow client business.”

Zenith’s global website – zenithmedia.com – has been totally overhauled as part of the global rebranding program. As the global leader in advertising expenditure forecasting, Zenith has a wealth of data and insight and this is now available in a new, interactive section on the site called Global Intelligence.

The new global approach and rebrand was developed by Zenith’s new Global Leadership Team working closely with leaders from Zenith’s key markets around the world, including USA, UK, Germany and China. Zenith also worked with a range of digital, design and consultancy partners on this key development program.

Zenith Australia CEO Nickie Scriven said: “Zenith has great momentum in the Australian market with our new leadership team and new business wins such as ALDI and Tennis Australia. I’m excited by our rebrand and repositioning and look forward to bringing our proposition to life in this market. It’s a unique position that will unite our people to our purpose of driving marketing led growth for our clients and deliver on our promise of dependable ROI.”

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