For Steve King, chief executive at ZenithOptimedia Worldwide, the
bottom line is simple. Deliver for your clients the optimum return for
their advertising investment.
For King and his team, including Tim Jones, CEO of New York
operations, Wendy Marquardt, COO, and Bruce Goerlich, EVP of strategic
resources, their efforts are all channeled at increasing marketing
productivity for their clients. And fine-tuning their set of
proprietary tools that help them effectively reach an increasingly
diverse and sophisticated consumer audience in a complex media world.
A leading global media services agency with 170 offices in 60
countries, Zenith started out in the late 1980s, at a time when the
media landscape was very different.
Today they offer media planning, buying, evaluation and coordination to
a wide range of advertisers, including JPMorgan Chase, Nestle and
L'Oreal, and also manage media activity for the Publicis Group agency
system. And network television has become just part of the mix.
King said two of the biggest changes in they face are the
impact of technology, including the younger generation building their
own media networks, and the empowerment of consumers.
But then Zenith does have its secret weapons.
The ZOOM (ZenithOptimedia Optimization of Media) tools, such as
the TV Analyzer that measures effective reach, are designed to add
value and insight. And Touchpoints is a research tool that determines
multiple connection points consumers make with brands, emotional and
intellectual, which can be predictive of market share. It can also help
prioritize the points of contact in addition to the various channels of
Zenith's ROI blueprint is obviously resulting in successful
planning for their many global clients. However they're already
thinking ahead to how the emerging technologies and media landscape
will continue to change over the next 10 years.
For sure they, and their marketing partners, will be prepared.