2005 Agency Business Report: Zeno Group

Owned by Daniel. J. Edelman

Owned by Daniel. J. Edelman

Jerry Epstein, CEO

2004 revenue: $16,465,317

2003 revenue: $12,589,679

Up 31%

Number of offices: Six in the US - New York, Chicago, LA, San Francisco, Seattle, Washington, DC; eight worldwide.

Staff: 110, in 2004, up from 88. Turnover is at 30%

Senior hires: Julia Brannan and Heather Gartman as SVPs; Tammy Nam, Amy Colton, Stephanie Goddard, and Julie Keslik as VPs; Phil Armstrong, managing director, Washington, DC.

Senior departures: Alan Amplosk, BJ Howard

New offices: Three - Washington, DC, Seattle, and LA.

Number of practice areas: Five - healthcare, technology, consumer, corporate/public affairs, research

Which are new? With the arrival of Phil Armstrong in Washington, DC, the public affairs capability is new. All now are a part of the agency's core strategy, and all saw growth.

Key wins: Quizno's, Cablevision, AT&T, Gladiator, JAMDAT, Pfizer, Vinfolio, Earthlink/SKG, Evergreen PacificPartners, Turtle Wax, the Cartoon Network, Stamps.com, LA Auto show, VISX.

Key losses: Sonos, Potbelly's

Proportion of clients on a retainer: 32%

Financial performance: Revenues exceeded expectations, as did top- and bottom-line growth.

Outlook: Zeno's rebranding in 2004 from PR21 was more than a cosmetic fix, as the firm also eliminated regional P&Ls to foster better collaboration, and has emphasized its research capabilities through its Competitive Insights division. As for the success of the renaming, CEO Jerry Epstein says, "Whether you like it or you don't, no one ever forgets it. I still firmly believe that ultimately it's not about the name, but about the work product."

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