ZenithOptimedia announces global brand repositioning

Agency ZenithOptimedia announced its repositioning as a “Live ROI” company, said Dave Penski, president of Zenith.

Penski said the company will keep its tagline, “The ROI Agency.” The reason for the repositioning, he said, is the vast difference between what ROI meant ten years ago, when the slogan was first used, and today. Now, it’s possible to see “live ROI.”

“We can now change our media plan on a moment-to-moment basis,” Penski said. “The biggest two differences are really mobile and social.” Where companies used to have to wait for months or a whole year to see an effective measurement of ROI, now, they can see it almost in real time, Penski said.

The rebranding will occur across all of ZenithOptimedia’s companies, including Zenith, Optimedia, Performics, Moxie, Ninah and Scoop, the company said in a statement. The brands’ logos have all been redesigned to reflect the change.

One enhancement that will come in conjunction with the rebranding is the use of live customer panels to measure ROI. This strategy is already being implemented in France, he said, and will roll out into the U.S. market late summer this year. This polling strategy will allow marketers to break out into different verticals, which helps target the most interested consumers. The verticals are moms, telecommunications, auto, fashion, financial, packaged goods and youth.

Clients like it because “they all want to invest in social and mobile, and that’s great,” he said. “But we want to measure these in real time and make sure they’re paying off.”

The rebranding has been in the works for about 10 months, Penski said. The repositioning was formulated internally within the company, he said.

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