Zeno Group: Agency Business Report 2010

"It's no secret that Zeno has had many different lives," says CEO Barby Siegel, who joined this fall.

Principal: Barby Siegel, CEO
Ownership: Daniel J. Edelman
Offices: New York, Chicago, Washington, DC, and Los Angeles

Staff
Headcount of 60, increased by eight in 2009. Zeno Group's turnover was 6.5%, and the agency is currently hiring. Lynn Hanessian left her CEO position to lead Edelman Bio. She was replaced by Barby Siegel. COO Phil Armstrong also left the agency.

Practice areas
Marketing consumer, healthcare, and technology. The agency also has corporate and public affairs capabilities.

Accounts
Wins included Sleepy's and 1-800-Mattress, Zhu Zhu Pets, Porter Airlines, American Urology Association Foundation, Craftsmen, and LEO Pharma. Losses included Howstuffworks.com and the Mother Nature Network. For the past year, Zeno handled brand entertainment for Clorox Cleaning Products.

Financial performance
Revenue for 2009 was $10,052,218, a 10% decline over 2008. Its 9% profit margin was on target with its goals.

Analysis
"It's no secret that Zeno has had many different lives," says CEO Barby Siegel, who joined this fall. Following leadership changes, the agency is ambitiously making moves to finally gain and sustain some of the lost momentum.

"We have renewed our focus on having a marketing approach," explains Siegel.

The agency pulled out of the Bay Area in 2007 after losing the Oracle business. It plans to regain its footing in the region "either through organic growth or acquisition," Siegel says.

When it comes to defining its brand against parent firm Edelman, Siegel points out that Zeno offers a "smaller and more intimate environment. We're on a single P&L, which is a big differentiator that works internally and externally."

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