Zenith has rolled out a new global identity that aims to reposition the agency's focus around client solutions and ROI rather than the media planning and buying strategies to get there. The rebrand incudes a new logo, website and approach to market - its largest overhaul since 2002 and the first since Zenith and Optimedia split up when Publicis Media recently restructured last year.
Called ROI+, the agency is positioning its brand around using data, technology and “advanced communications models” to transform marketing and drive growth.
Zenith says the new ROI+ approach to how it serves clients goes beyond improving returns on investment. It wants to bring new insights, innovation and intelligence to help marketers drive better business outcomes.
Zenith’s ‘peak’ logo has been 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”.
The agency has ditched its ‘The ROI Agency’ slogan for the slightly more wordy mantra: “We blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow client business”.
The rebrand and new positioning was developed by Zenith’s global leadership team in consultation with key markets such as US, UK, Germany and China.
Zenith worked with several digital, design and consultancy partners on this key development programme.
“[The new brand and approach] is 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,” Zenith Australia CEO Nickie Scriven said.
Zenith global brand president Vittorio Bonori added: “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.”
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