Zeno Group: Agency Business Report 2012

At the beginning of 2011, CEO Barby Siegel said Zeno was focused on enhancing its tech practice.

Principal: Barby Siegel, CEO
Ownership: Daniel J. Edelman Inc
Offices: New York; Chicago; Dallas; Los Angeles; Silicon Valley
Revenue: $14,047,832
Headcount: 77

At the beginning of 2011, CEO Barby Siegel said Zeno was focused on enhancing its tech practice. Throughout the year, the firm did so by adding a wide array of tech clients and opening a Silicon Valley office.
New account wins in the tech sector included Life Technologies, Oak Investment Partners, Kurion, VeriFone, Francisco Partners, Pearltrees, Lam Research, and Tech-America. The agency also hired former Edelman EVP and MD Todd Irwin to run the Silicon Valley office as MD.
“We have planted our flag from a tech point of view with an office, a proven leader, a very compelling book of business already, and a lot of growth potential,” says Siegel.
The firm also amped up its healthcare practice in 2011, being named AOR for both medical device company K2M and senior subscription service Virtual Health. For both companies, Zeno is working on media relations and social and digital efforts, helping to increase their presence in both the b-to-c and b-to-b spaces. The agency also added SXC Health Solutions and the Lung Cancer Research Foundation.
Zeno also won Redbox, Bausch & Lomb, Webtrends, Lipton, Four Seasons Hotels, Dickies, and Bacardi.
Last year, revenue was up 12.7% from 2010 to slightly more than $14 million.

The firm also recently increased its headcount by 16, reaching a total of 93 staffers, and it opened an office in Dallas to help focus on its work for Pizza Hut and Dickies.

The agency consolidated Washington, DC, operations under its New York management team over the summer.
Eye on the world
Parent company Edelman's president Richard Edelman aspires for Zeno to grow into a $100 million-plus agency. In 2012, Siegel says her firm will spend more time on the multicultural and travel sectors, while also looking to expand globally. “We have an eye beyond the US borders,” she explains.
Two other growth areas include Zeno Planning, which provides clients a better understanding of their audiences through research, and Real Moms of Zeno, a group of moms who give feedback on products and brand initiatives. The firm recently added a Real Dads portion to the service, as well as a Hispanic moms division, Las Madres.

Siegel was named PRWeek's 2012 PR Professional of the Year and Zeno was 2011 and 2012 Midsize PR Agency of the Year.

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