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.
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, with 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”.
The new agency proposition sees Zenith’s ‘peak’ logo re-imagined as a framework, and is supported by new colours, fonts and photography that set a bright and differentiating tone across all Zenith’s brand assets around the world.
Zenith’s global website has been totally overhauled as part of the global rebranding program, now offering its data and insight on advertising expenditure forecasting in a new, interactive section 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.
Bonori said: “We 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 Zenith’s new proposition and brand identity builds on our distinctive ROI positioning and sets us further apart from the competition.”
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.”
