ZENO Group: Agency Profile

By EPR Editorial Team.

Related: PR Firms Directory · Edelman (sister firm)

ZENO Group is a global integrated communications agency owned by DJE Holdings — the parent company of Edelman, the world's largest independent PR firm. Founded in 1999 as PR21 (Edelman's conflict agency) and renamed ZENO in 2004, the firm has grown into a standalone global network of 800+ staff across 21+ offices in North America, Europe, Asia-Pacific, and the Middle East, with reported revenue exceeding $153 million. Global CEO Barby K. Siegel has led the firm since 2009. ZENO operates independently from Edelman, maintaining its own leadership, brand identity, and client roster.

Overview: What ZENO Group Does

ZENO Group is a global integrated communications agency built around what the firm calls the "Fearless Pursuit of the Unexpected." Siegel has publicly framed the operating thesis: "Fearlessness is a mindset. It's a strategic imperative for us and for our clients." The agency operates across consumer, corporate, healthcare, technology, purpose and impact, sports and entertainment, and data and analytics. ZENO is owned by DJE Holdings — the Daniel J. Edelman family holding company that also owns Edelman — but operates as a standalone agency with its own leadership, brand identity, and client roster.

ZENO and Edelman: What's the Relationship?

ZENO Group and Edelman are sister agencies under the same parent company — DJE Holdings (Daniel J. Edelman Holdings) — but they operate as separate firms with distinct leadership, brand identity, client rosters, and competitive positioning.

The original structure (1999-2009). ZENO was founded in 1999 as PR21 — Edelman's conflict agency. PR21 was renamed ZENO Group in 2004.

The modern structure (2009-present). When Barby Siegel became CEO in 2009, ZENO began a deliberate transition from conflict agency into a standalone global integrated communications network. The firm has grown from under 100 staff at Siegel's arrival to over 800 today.

History and Ownership

ZENO was established in 1999 within the Daniel J. Edelman Holdings structure as PR21 — Edelman's conflict agency. The name was changed to ZENO in 2004 in honor of Richard Edelman's mother, Ruth, whose Hebrew name inspired the choice. The modern ZENO was reshaped beginning in 2009 when Barby Siegel became CEO.

Key Milestones

1999: Founded as PR21 — Edelman's conflict agency.

2004: Renamed ZENO Group.

2009: Barby Siegel became CEO.

2016: Named PRWeek Boutique Agency of the Year.

2021: PRovoke Global Creative Agency of the Year. Barby Siegel inducted into PRWeek Hall of Fame.

2023: Named PRovoke Global Agency of the Year and Consumer Agency of the Year.

Services

ZENO delivers integrated communications across earned media and public relations, corporate reputation, brand and consumer marketing, healthcare communications, technology PR, purpose and impact, sports and entertainment consulting, data and analytics, and crisis communications.

Leadership Team and Executives

Barby K. Siegel serves as Global CEO (since 2009). The leadership team includes Tony Blasco (Global CFO), Thomas Bunn (Global Chief Client Impact Officer), Carol Gronlund (Global Chief Talent Officer), Grant Deady (US President & Chief Culture Officer), Mark Shadle (Chief Reputation Strategist), and Richard Millar (Chair, Zeno UK & Europe).

Awards and Recognition

2021 PRovoke Global Creative Agency of the Year. 2023 PRovoke Global Agency of the Year and Consumer Agency of the Year. Barby Siegel was inducted into the PRWeek Hall of Fame in 2021. Multiple SABRE and PRWeek Awards across the firm's practice areas over the past decade.

EPR Coverage

Everything-PR has covered ZENO Group across two decades. For the full archive, see everything-pr.com/tag/zeno-group.

Key Takeaways

• ZENO Group was founded in 1999 as PR21 (Edelman's conflict agency) and renamed ZENO in 2004.
• Owned by DJE Holdings — the parent of Edelman.
• Barby K. Siegel has served as Global CEO since 2009; PRWeek Hall of Fame 2021.
• 800+ staff, 21+ offices, $153M+ revenue.
• 2021 & 2023 PRovoke Global Agency of the Year recognitions.
• Notable client: Salesforce.

Related Agency Profiles

Other global networks: Edelman (sister firm) · Burson · Weber Shandwick · FleishmanHillard · Golin Ketchum · MSL · Ogilvy PR

Large integrated competitors: Ruder Finn · Finn Partners · We. Communications · APCO Worldwide

Purpose & corporate-impact peers: Porter Novelli · BerlinRosen

Adjacent EPR coverage: PR Agency Profiles Directory · PR Leaders Directory