ZenithOptimedia Enlivens Brand, Brings 'ROI Agency' To Life

by , Apr 23, 2012, 2:08 PM
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Steve-KingZenithOptimedia Group is refreshing its marketplace branding with the new addition of a “Live ROI” tagline to underscore the shop’s real-time ROI accounting capabilities. The Publicis Groupe-owned media agency network is also sprucing up its logo and redesigning the logos of its specialty units to present a uniform corporate look.

The agency network, comprised of media shops Zenith and Optimedia along with several specialty operations, has been positioned as “The ROI Agency” for the last decade. That overarching descriptor will remain in place.

The Live ROI branding is designed to help the shop promote its digital proficiency through new measurement offerings, such as “Socialtools,” a proprietary software application that tracks the performance of brand pages in Facebook via live dashboards. They display various trends, such as the number of fans, likes, comments and engagement rate for each brand page, as well as competitive comparisons across multiple brand pages.

The shop has also launched Adforecast.com, an online database of historical and future global advertising spend based on the ad spend data that ZO forecasters have been collecting and distilling for years. The forecasts are closely watched industry snapshots of the state of global advertising spending.

“Consumers increasingly live their lives in a digital world in which traditional ROI techniques no longer deliver everything our clients need,” stated Steve King, ZO’s global CEO. “Live ROI does. It takes ROI to the next level and ensures a real-time approach that identifies how and where budgets can be invested to deliver the best returns.”

As part of the makeover, ZO has just rolled out a new uniform corporate look across its 250 offices worldwide, encompassing all ZenithOptimedia Group companies, including branded entertainment shop Newcast, search unit Performics, digital agency Moxie, strategic marketing consultant Ninah, and sponsorship firm Sponsorship Intelligence.

Zenith Media is also dropping the Media from its name and will be known simply as Zenith, the firm said.

The ZO logo has been tweaked slightly and the logos of all the ZO companies have been redesigned and use the same type as the parent company to “create a clear brand relationship," the shop stated. The individual units use additional colors and symbols to distinguish their sub-brands.

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