Publicis Media’s Zenith has put new leadership in place to help it evolving its 20-year-old positioning as “The ROI Agency” into “Reimagine ROI.”

The new mandate and positioning, according to the agency, places Zenith as an industry leader in innovative and effective use of first-party data.

This renewed focus is meant to emphasize that return on investment is not the only metric of success, or way to think about “ROI”. It also includes “return on insight” (using research and first-party data to identify new sources of growth), “return on imagination” (using creativity to build brand experiences to drive engagement and brand familiarity) and “return on innovation” (using innovation to “cut through category clutter” and achieve business outcomes).

This subcategories aim to help Zenith be a leader in a cookie-less future as a way to use established research and first-party data.

“The shift from the cookie-dominant digital arena means that we are moving beyond metrics in the traditional sense,” said Alastair Taylor, CEO of Publicis Media in Canada. “Metrics will always matter, but the definition of metrics must evolve. That’s what we hope to achieve with this bold new mandate.”

The evolved approach for Zenith will be led by Nikki Stone as EVP and managing director. Stone joined Publicis in 2018 as SVP at Apex, and brings an addition 13 years of experience in senior business development and revenue strategy roles.

Stone is joined by Clare Street who has been appointed SVP of digital and data, coming from the same role at fellow Publicis agency Starcom.

This is also the first time Zenith has had dedicated leadership in Canada since president Kristine Lyrette left the agency in 2020.

Zenith’s client roster includes GSK, Disney Parks, Lactalis Canada, TikTok, COTY, Wella and Luxottica Group