ZENO Group: Global Communications Agency Profile and CEO

ZENO Group is a global integrated communications agency owned by Daniel J. Edelman Holdings, the parent of Edelman, and led by Global CEO Barby K. Siegel since 2009. Richard Edelman says it began in fall 1998 as PR21, Edelman's conflict agency. Siegel's biography says it has more than 800 staff and revenue exceeding $153 million. A July 2026 announcement named Matt Lackie president of international strategy and global technology.

Originally published June 2016. Updated October 18, 2026.

How did ZENO Group start?

Richard Edelman wrote in 2018 that Zeno was born as PR21 in the fall of 1998, short for "PR for the 21st century," after his father Dan Edelman wanted to start over and Edelman faced a client conflict between Ericsson and Motorola. Its first big pitch was Whirlpool, with Will Sullivan as then CEO of PR21 and Grant Deady, now president of Zeno US, in the room. He said the firm built a reputation in brand marketing and health, then went sideways after the 2002 dot-com bust and the 2008 Great Recession, until Siegel joined as CEO.

Date	Event	Source
Fall 1998	Founded as PR21, Edelman's conflict agency	Richard Edelman
2009	Barby Siegel becomes CEO	Edelman; Siegel biography
2012	Zeno begins global expansion with Zeno Europe and Zeno Asia	PMLive
2018	Edelman says revenue has grown sevenfold to $75 million	Richard Edelman
2021	Strategic investment in EGAMI Group	Siegel biography
July 2026	Lackie, Sullivan and Green join leadership	Zeno; O'Dwyer's

Who leads ZENO Group?

Barby K. Siegel is Global CEO of Zeno, having joined in 2009, per Edelman and the firm. Her Conference Board biography says she oversees 800-plus staff and led a 2021 strategic investment in and exclusive partnership with the multicultural marketing firm EGAMI Group. It also says she received the Holmes Report Individual Achievement Award in 2018, was PRWeek Agency Person of the Year in 2017 and joined the PRWeek Hall of Femme in 2017.

Zeno's July 2026 announcement says Matt Lackie, formerly Global CEO of Axicom and chair of Burson's global technology practice, joins as president of international strategy and global technology, reporting to Siegel. It also names Lisa Sullivan, based in San Francisco and reporting to Deady, and Jake Green as EVP of strategy, reporting to Theresa Bertrand, head of strategy for Zeno US. O'Dwyer's reported on July 29, 2026 that all three came from Axicom.

Is ZENO Group part of Edelman?

Zeno and Edelman are sister agencies under Daniel J. Edelman Holdings. PMLive describes Zeno as part of DJE Holdings, and Richard Edelman describes it as the firm his father started when Edelman faced a conflict, while Zeno operates under its own leadership and brand. See EPR's Edelman profile.

What does ZENO Group do?

Siegel's biography says Zeno has grown from a consumer base into an agency spanning brand, corporate reputation and societal impact, and Edelman describes it as a fully integrated communications agency. PMLive reports that the firm operates across several sectors including healthcare, and that Zeno Asia had eight offices across India, Indonesia, Malaysia, Singapore and Vietnam at the time of its 3 Monkeys deal.

How large is ZENO Group?

Siegel's biography says Zeno has seen annual double-digit growth over her 16 years and now exceeds $153 million in revenue, with more than 800 staff. Richard Edelman wrote in 2018 that she had increased revenue sevenfold to $75 million. PMLive reported that the combined 3 Monkeys | Zeno had 75 people in the UK and almost 400 worldwide, with Zeno's UK team moving into the Soho offices of 3 Monkeys Communications, which Zeno acquired.

Measure	Figure	Source
Revenue, 2018	$75 million	Richard Edelman
Revenue, latest cited	Exceeding $153 million	Conference Board biography
Staff	800-plus	Conference Board biography
International hubs	Canada, UK, France, China, Singapore, India, Australia	Conference Board biography

How does ZENO Group compare with other global networks?

Richard Edelman called Zeno the best of the mid-sized players in 2018. For comparison, see profiles of Burson, Weber Shandwick, FleishmanHillard, Ruder Finn and Finn Partners. EPR's archive on the firm is at everything-pr.com/tag/zeno-group.

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