The sister agency of Edelman will look to establish a dedicated presence in the UK ‘within the next two years’, according to DJE executive chairman Richard Edelman, as well as grow into France, Germany, India and China.
The company has promoted Alan VanderMolen, head of its global practices and diversified insights businesses, to vice-chairman to oversee the expansion of Zeno and other North American agencies StrategyOne, Ruth and MATTER.
‘We’ve taken these brands to the point where they’re now ripe for globalisation,’ Edelman told PRWeek. ‘Zeno needs to move from revenues of $15m to $100m over the next ten years.’
Zeno works across corporate, consumer, tech and health PR, but Edelman dismissed the idea that it was being rolled out as a conflict shop. ‘Zeno should be a firm of scale and have its own identity,’ he said.
The expansion will be led largely by acquisitions – a ratio of around 60 per cent acquisitions to 40 per cent organic growth, according to Edelman. ‘We are going to buy smaller firms of similar mindset and culture and where the owner/entrepreneur wants to stay there and help us build a global platform,’ he said.
The growth of research business StrategyOne is also likely to be underpinned by acquisitions, while sports and entertainment specialist MATTER and integrated marketing arm Ruth will develop through hires.
VanderMolen commented: ‘I think we’ve got some wonderful seeds that are growing in each one of these brands and I want to help the talent in these businesses achieve their ambitions globally.’
VanderMolen joined DJE in 2002 as president, Asia Pacific, having previously worked for 13 years at Burson-Marsteller.