LOS ANGELES: Zeno Group recently added four new digital lifestyle accounts to its client roster.
The agency will develop communications programs for Webtrends, a digital marketing solutions and analytics provider; Expedia Media Solutions, a division of Expedia that develops online and offline media partnerships for advertisers and enables them to leverage Expedia's network of travel brands; VIV Mag, a digital women's luxury lifestyle media brand; and Zinio, a digital newsstand that allows people to access and explore their personal library across all their devices.
Each of the accounts will be handled on a retainer basis and will involve advising on communications strategy, corporate and product messaging, development and management of speaking opportunities, sponsorships and awards, and traditional and social media relations.
After conducting a formal multiple-round RFP process that began in January 2011, Webtrends selected Zeno to handle a one-year contract for North American media relations. During the agency selection process Zeno handled project work for Webtrends, which involved assisting with media relations and social media for the company's presence at Mobile World Congress in February, and similar work for an event in San Francisco in March.
The agency officially began work related to the annual contract in April. Hope Frank, CMO at Webtrends, said she selected Zeno Group for the account after being impressed by Zeno's boutique size and capabilities, dedication to efficiency, depth of experience, and understanding of the work that needed to be done.
“We wanted to commit to an agency for a full year," Frank said. “I feel they are very dedicated to that efficiency and understand that it has to work and that there is no room to fail."
She declined to release the budget on the account.
The Zinio and Viv Mag accounts are also on a retainer basis and likely to extend for at least a year, explained Jeanniey Mullen, global EVP and CMO at Zinio and Viv Mag, which are independent companies owned by the same investor.
Zeno won the Zinio account and began work in April following a competitive review the company issued in an effort to find an agency partner to assist with brand positioning among the industry and consumers. Mullen said that after seeing the initial results Zeno Group obtained on the Zinio account, she decided to hire them to help support traditional media relations for Viv Mag and build brand awareness for the recently launched Viv Magnificent Woman program, which seeks to create networking opportunities for successful, business-oriented women.
Mullen declined to disclose the budget for both accounts. Expedia Media Solutions was not immediately available for comment.