Zenith has unveiled a new global approach to communications, supported by a relaunch of the networkâs brand identity, proposition and platforms.
Led by Zenithâs 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. Building on this unique positioning, Zenith has launched a new proposition that will enable the network take a lead role in marketing transformation in order to drive profitable growth for clients.
Called ROI+, the new approach is designed to solve business challenges though advanced communications models. The approach has three key client benefits. First is the creation of âupstreamâ 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 âdownstreamâ efficiencies through market-leading automation, such as machine learning.
Zenithâs new approach is brought to life by a full rebranding of the agency. Building on The ROI Agency positioning, Zenith has a new mantra: âWe blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow client businessâ.
The new agency proposition sees Zenithâs âpeakâ logo re-imagined as a framework and is supported by new colours, fonts and photography that set a bright and differentiating tone across all Zenithâs brand assets around the world.
Zenithâs global website â www.zenithmedia.com â has been totally overhauled as part of the global rebranding programme. 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 Zenithâs new Global Leadership Team working closely with leaders from Zenithâs key markets around the world, including USA, UK, Germany and China.Â Zenith also worked with a range of digital, design and consultancy partners on this key development programme.
Bonori said, âWe have a vision for delivering transformational growth for our clients and this required a new way of working that embraces both technology and invention. I believe that Zenithâs new proposition and brand identity builds on our distinctive ROI positioning and sets us further apart from the competition.â
Tanmay Mohanty, Group CEO, Zenith India, said that Zenith now has an approach with three pillars, which is about delivering more effective campaigns and taking a longer-term consultancy approach and building long-term capabilities. This is the appropriate time to launch Zenithâs new proposition and brand identity in India.
âOur first pillar is our ability to create upstream strategies that deliver business transformation.Â For example, in ad-tech consulting, our upstream strategic development is greatly enhanced through ROI+. Second is our focus on the full consumer journey to deliver more effective communications strategies.Â And third is our market leading approach to maximising downstream efficiencies. ROI+ enables us to apply sophisticated automation through AI and machine learning techniques,â said Mohanty.