ZenithOptimedia Group has launched a new global strategic positioning, ‘Live ROI’. It will also unveil a comprehensive global rebrand across all the Group’s companies including Zenith, Optimedia, Moxie, Newcast, Performics, Ninah, Sponsorship Intelligence and Scoop to reflect the new positioning.
“As part of the repositioning we have taken this opportunity to reinvigorate our corporate brand both internally and externally,” says Diana Morris for ZenithOptimedia South Africa. “As the fastest growing media agency network, this new identity heralds our next stage of growth and demonstrates our commitment to our clients and staff that we will continue to be at the forefront of communications planning and buying.”
ZenithOptimedia was the first media agency to apply a rigorous and objective approach to improving the effectiveness of marketing spends. “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,” says Steve King, global CEO for ZenithOptimedia Group.
“Consumers increasingly live their lives in a digital world in which traditional ROI techniques no longer deliver everything our clients need. 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. 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,” he says.
The Group believes digital and online media have dramatically increased the ways consumers can interact and engage with brands and opened up thousands of new opportunities for the owners of those brands. In this increasingly complex and fragmented media landscape, measuring performance and return on investment are more important than ever before.
Live ROI, it says, delivers the same rigorous approach, but in real-time, and cements ZenithOptimedia’s commitment to delivering state of the art data analytics and breakthrough creativity to deliver innovative ROI solutions for their clients.
The new positioning will be supported with a number of cutting edge, world-class tools, processes and development programmes including Touchpoints ROI Tracker, Socialtools, Adforecast.com, Open and Live Academy. Touchpoints ROI Tracker is the world’s largest research database of relative consumer influence across paid, owned and earned touchpoints and has a proven track record in delivering the greatest possible return on clients’ media investment. Socialtools is a new state of the art proprietary software tool that tracks the performance of brand pages in Facebook via live dashboards, showing trends in metrics such as number of fans, likes, comments, engagement rate, etc. for each brand page, as well as competitive comparisons across multiple brand pages.
“Adforecast.com is the world’s first online database of historical and future global advertising spend using ZenithOptimedia’s renowned and respected global advertising expenditure forecasts. Open is ZenithOptimedia’s open source approach and philosophy for idea generation,” Morris explains. “Live Academy is a robust, network-wide educational framework that has delivered over 12 000 hours of training across faculties including content, search and social to enable all employees to deliver the new proposition.”
The new strategic positioning has been translated into a corporate identity rebrand that recently rolled out across all 250 offices worldwide, encompassing all ZenithOptimedia Group companies.