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Zenith unveils new global brand vision and identity

11-May-2017
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Zenith unveils new global brand vision and identity

Zenith has unveiled a new global approach to communications, supported by a re-launch of the network’s brand identity, proposition, and platforms. Led by Vittorio Bonori, Zenith’s Global Brand President, 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 to take a lead role in marketing transformation in order to drive profitable growth for its clients.

The new approach called ROI+ is designed to solve business challenges through advanced communications models. The approach has 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 personalized communication at scale. And the third is maximizing ‘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 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 – www.zenithmedia.com – has been overhauled as part of the global rebranding program. 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 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 has also worked with a range of digital, design, and consultancy partners on this key development program.

Vittorio Bonori, Global Brand President, Zenith, 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.”

TanmayMohanty, 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 Zenith’s new proposition and brand identity in India.“Our first pillar is our ability to create upstream strategies that deliver business transformation. 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. And third is our market leading approach to maximizing downstream efficiencies. ROI+ enables us to apply sophisticated automation through AI and machine learning techniques,” saidMohanty.

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