Communication
that delivers results
Global Rebranding Project
Zenith needed to revitalise its tired and ineffective brand. Working in partnership with Elmwood, we devised a global rebranding programme involving 10 Zenith leaders around the world. We re-invented the company’s ROI Agency positioning with a simple, powerful story around “Scout, Solve, Grow” that united its people and supported a new ‘business growth’ strategy for clients. We created a visual identity that embodied creativity and expressed ‘people business’. 70 offices around the world moved to the new branding on launch day. There was near 100% positive sentiment from Zenith people for new identity and press coverage in 50+ markets. The rebranding was a key factor in Zenith being named “Market Leader” by Forrester in its ‘Media Agency Wave’ study.
Storytelling drives B2B growth
Dell Technologies were looking to drive sales growth of their Edge technology products. Having launched a successful global marketing campaign to promote their world-leading solutions, they turned their attention to key categories, such as health, manufacturing and retail. Working with Dell’s digital agency Luxus, Multistoried ceated a series of long-form content pieces that ran in Tech HQ, targeting C-suite decision makers by sector. Multistoried managed the client interviews, research and copywriting to produce the series of pieces. The brand content pieces drove high awareness and social shares from the site and were used by the Dell Technologies sales teams to engage key prospects.
To see examples of Tim Collison’s copywriting click here
Cross-Platform Storytelling
We built the reputation of Zenith in AI through a cross-platform campaign:
1) Pioneering work with Aviva and Google
A global PR and social media campaign anchored the pioneering messaging. This extended into multiple conference platforms (DMEXCO, Media360 etc).
2) Extending the story into popular culture
We took our ‘AI For Good’ story to Cannes Lions, partnering with award-winning author of ‘The Rise of the Robots’ Martin Ford for a hard-hitting debate.
3) Broadening out into global trends
AI became the trends theme for that year. We built out the story driving messaging across PR, social, conferences and client presentations.
We secured consistent PR coverage (25+ markets at each stage of the campaign) and sold AI projects to multiple clients and prospects.
Global Brand Growth Conference
Zenith need to inspire its leaders and key clients about its new ROI+ approach and reduce event costs by 30%. We combined two separate global events into one three-day event at London’s Design Museum and Science Museums. We Informed and entertained over 400 delegates, produced two dedicated apps, cust costs by 20% and underwrote a futher 20% with five global sponsors. We created an experience hall with 15 exhibitors, built an innovation lounge with 10 start-ups, put on 30 presentations and seminars, inspired over 100 different client companies and sold new services sold to 10% of them.
Launch of New Commerce Product
We needed to establish Zenith’s reputation as a leader in e-commerce solutions. The multiplatform strategy started with the ‘Five Commerce Imperatives’ thought leadership piece, with central messaging for all comms platforms. A series of blog posts were published globally, with several sold in as comment pieces in the marketing and retail press. Press releases were sequenced over 12 months. A client conference and exhibition - with five retail partners – was timed with the publication of ‘Five Commerce Imperatives’. The commerce story was presented to clients around the world and included in other thought leadership. ‘Five Commerce Imperatives’ was unveiled at AdTech and content was adapted for further industry and partner presentations. Press coverage led directly to Amazon seeking to partner with Zenith. Four global clients signed up for global commerce programmes in first six months. The new commerce story and materials played a key role in two global pitch wins and became a central pillar for marketing and prospecting in key markets.
Celebrity Partner Storytelling
Zenith’s planning approach was all about using data & tech. We needed to transform this dry subject for the glamour of Cannes Lions. We partnered with Professor Brian Cox, adapting messaging from his BBC TV series ‘The Human Universe’ to explain how data & science can power ‘The Creative Universe’. We built a full experience programme: teaser films and banners on social media, main presentation at Cannes Lions, press conference, coordinated social media, VIP drinks and dinner with Brian Cox, and post-event book and online film of the experience.
Owned Content Drives Growth
We needed to reinvent Zenith’s Adspend Forecast to drive both reputation and business growth. We relaunched the ‘Publications Department’ as a consultancy service called Global Intelligence. All Adspend Forecast products were totally redesigned and a magazine called ‘Global Intelligence’ was launched, presenting the forecast and other related thought leadership content. Eight new annual Global Intelligence reports were launched and all data and content were housed in a fully interactive capability on the new Zenith website. Global Intelligence became the backbone of all thought leadership, PR and social media output across the Zenith network. We achieved record levels of national press coverage for the new forecast products.