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ZenithOptimedia launches new positioning, 'Live RoI'

By Anushree Bhattacharyya , afaqs!, New Delhi | In Media Planning & Buying | May 01, 2012
While it has retained the old tagline, 'The RoI Agency', as part of the global roll-out, ZenithOptimedia has adopted the new positioning of 'Live RoI'.

As part of a global repositioning exercise, ZenthiOptimedia, the media planning and buying arm of Publicis Groupe, has gone through an overhaul in its positioning. While it has retained the old tagline, 'The RoI Agency', it has adopted the new positioning of 'Live RoI'.

To reflect the change, the logos of the entire ZenithOptimedia Group companies, including Newcast, Performics, Moxie, Ninah, Sponsorship Intelligence and Scoop, have been redesigned. All companies will use the same typeface as ZenithOptimedia, distinguishing themselves through the use of additional colour and symbols.

Frank Harrison

Explaining the concept, Frank Harrison, strategic resources business director, ZenithOptimedia Worldwide, says, "The world is changing very fast and turning into a completely new environment, thanks to the fast growth of digital. With the new global positioning, we have reinforced the focus on big challenges faced in the space of marketing and advertising. With 'Live RoI', we will monitor live changes in consumers' thinking and behaviour."

The new positioning is based on three pillars - 'Active Understanding', 'Dynamic Engagement' and 'Real-Time Performance'. Through the first pillar, Active Understanding, the agency will focus on the use of internet to understand how the consumer thinks and behaves online. It will monitor consumer behaviour and conversations on several digital platforms including social media such as Facebook and Twitter, and also video-based platforms such as YouTube.

According to Harrison, the idea is to plan a communication strategy through better understanding of the consumer.

Through the second pillar, Dynamic Engagement, the agency will analyse the integration of owned media such as branded content, brand pages with paid media and earned media. In this case, the agency will work to create an amplified synchronisation of all three media.

With Real-Time Performance, the agency will measure real time performance of brands. For example, last year, it had launched a tool called Social Tools, which is being used to measure the performance of a brand on social media such as Facebook.

"From this year onwards, the tool will be used to measure the performance of brands on micro-blogging site Twitter and YouTube," he adds.

While digital is a main area of focus, the agency has continued with its global forecast in terms of advertising spends on traditional media. Interestingly, it has launched an online version of the forecast - Adforecast.com, which can be easily accessed by the subscribers.

For Harrison, television advertising is also growing and as the world moves ahead, TV will be integrated with digital media and media such as Internet Protocol TV (IPTV) and the creation of Social TV - wherein TV programmes will be made available through social media on mobile.

"While the concept of Social TV has already become a reality in America, India will soon follow the suit. Chances are that in India, this phenomenon will become a rage, with the availability of smartphones becoming easy," adds Harrison.

Harrison feels that the new positioning is a small step towards a big leap, as the agency readies itself for the next digital storm yet to hit the Indian landscape.

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