ZenithOptimedia Group global rebranding highlights real-time measurement

The companies under the group involved in the rebranding exercise are Zenith, Optimedia, Newcast, Performics, Moxie, Ninah, Sponsorship Intelligence and Scoop.

The new positioning sees ZenithOptimedia delivering existing performance and return-on-investment measurements but in real time, in line with its aim to offer state-of-the-art data analytics and ROI solutions for its clients.

Steve King, global chief executive officer for ZenithOptimedia Group, said, “We were the first media agency to put accountability at the core of everything we do, and our pioneering expertise in this area has driven our success and underpinned our growth.”

He went on to say that consumers increasingly live their lives in a digital world in which traditional ROI techniques no longer deliver everything clients need.

“Live ROI 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," he said. "Over the past two years we have put Live ROI through the most demanding tests, and it is the most comprehensive and future facing approach available to clients.”

ZenithOptimedia positioned itself as 'the ROI agency' following the merger between Zenith Media and Optimedia in 2002. 

Commenting on the new positioning, Philip Talbot, chief executive officer for ZenithOptimedia Asia-Pacific, said, “Live ROI is a further commitment from ZenithOptimedia to place rigorous performance analysis at the heart of what we do for our clients. It builds on our digital strength in the region and on our ROI heritage, ensuring our clients can take full advantage of the rapid consumer migration to digital media."

Describing the new positioning as akin to "reflection of real life", he noted that the move is about the next phase in ZenithOptimedia’s development and its ongoing investment in Asia Pacific, typified by the recent launches of Newcast and Performics.

The new positioning will be supported with software, processes and development programmes, such as Touchpoints ROI Tracker (research database of relative consumer influence across paid, owned and earned touchpoints), Socialtools (a proprietary software application that tracks the performance of brand pages in Facebook), Adforecast.com, Open and Live Academy.

In addition, the logos of all ZenithOptimedia Group companies have been redesigned to create a clear brand relationship, using the same typeface as ZenithOptimedia and distinguishing themselves through the use of additional colour and symbols. Zenith Media is renamed Zenith.