ZenithOptimedia launches new positioning 'Live ROI'

Live ROI cements its commitment to delivering state-of-the-art data analytics and breakthrough creativity to deliver innovative ROI solutions for its clients

Ananya Saha | Delhi | May 1, 2012

ZenithOptimedia Group, one of the world's leading global media agency networks, has launched its new global strategic positioning, 'Live ROI' in India. In addition, the Group is also unveiling a comprehensive global rebrand across all ZenithOptimedia Group companies including Zenith, Optimedia, Newcast, Performics, Moxie, Ninah, Sponsorship Intelligence and Scoop to reflect the new positioning.

Renowned as the ROI agency, ZenithOptimedia was the first media agency to apply a rigorous and objective approach to improving the effectiveness of marketing spend. Digital and online media have dramatically increased the ways consumers can interact and engage with brands and opened up thousands of new opportunities for the owners of those brands. In this increasingly complex and fragmented media landscape, measuring performance and return on investment are more important than ever before. 'Live ROI' delivers the same rigorous approach, but in real-time, and cements ZenithOptimedia's commitment to delivering state-of-the-art data analytics and breakthrough creativity to deliver innovative ROI solutions for its clients.

The new positioning will be supported with cutting edge, world-class software, processes and development programs including Touchpoints ROI Tracker, Socialtools, Adforecast.com, Open and Live Academy. Touchpoints ROI Tracker is the world's largest research database of relative consumer influence across paid, owned and earned touchpoints and has a proven track record in delivering the greatest possible return on clients' media investment. Socialtools is a new state-of-the-art proprietary software application that tracks the performance of brand pages in Facebook via live dashboards, showing trends in metrics such as number of fans, likes, comments, engagement rate, etc. for each brand page, as well as competitive comparisons across multiple brand pages.

Adforecast.com is the world's first online database of historical and future global advertising spends using ZenithOptimedia's renowned and respected global advertising expenditure forecasts. Open is ZenithOptimedia's open source approach and philosophy for ideageneration. Live Academy is a robust, network-wide educational framework that will deliver over 20,000 hours of training across faculties including content, search and social to enable all employees to deliver the new proposition.

Philip Talbot, Chief Executive Officer for ZenithOptimedia AsiaPacific commented: “Live ROI is a further commitment from ZenithOptimedia to place rigorous performance analysis at the heart of what we do for our clients. It builds on our digital strength in the region and on our ROI heritage, ensuring our clients can take full advantage of the rapid consumer migration to digital media. Live ROI is very much about the next phase in ZenithOptimedia's development and our on-going investment in Asia Pacific, typified by the recent launches of Newcast and Performics in the region. ”

The new strategic positioning has been translated into a corporate identity rebrand has been recently rolled out across all 250 offices worldwide, encompassing all ZenithOptimedia Group companies.

“There are three key elements to the 'Live ROI' positioning: 'active understanding' to get actionable insights from consumers' behaviour; 'dynamic engagement' to drive the earned by combining owned and paid content; and 'real-time performance' where we can optimize the impact,” explained Harpreet Kaintel, Regional APAC Strategy Head.

Talking about the challenges in implementing Live ROI, he said, “The only challenge we face is that we need to run faster than the ecosystem where the changes are happening at a faster rate. We need to merge the offline and online and create an ecosystem where exposure and dialogue happen.”

Ananya@BestMediaInfo.com

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