Publicis Media agency network Zenith has unveiled a new positioning, ‘ROI+’, promising to offer greater “upstream” business services and create “downstream” efficiencies.
In a statement, Zenith said the new approach will allow them to solve client business challenges, centred on three core pillars.
Firstly, the network will develop its focus on “upstream” strategies to deliver greater ROI through business transformation. It follows the launch of a dedicated Business Transformation unit by its Publicis Media parent group, led by Richard Hartell.
Zenith said it will focus on delivering personalised communications at scale to meet the needs of the full customer journey. Thirdly, the agency plans to maximise “downstream” media buying efficiencies through the use of “market-leading” automation and machine learning.
It marks the most significant update to Zenith’s brand since it introduced its ‘ROI Agency’ positioning in 2002, and aims to help differentiate the agency from its Publicis stable-mates Starcom, Blue 449 and Mediavest|Spark.
The new approach was devised by Zenith’s global leadership team, with input from the network’s key markets, including the US, UK, Germany and China.
As part of the change, Zenith is introducing a new agency-wide mantra: “We blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow client business.”
It has also overhauled its visual identity, with a new ‘peak’ logo design, and a refreshed company website. Agency brand assets will now feature a “bright and differentiating tone”, it said.
Vittorio Bonori, Zenith’s global brand president, 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.”