The Zeno Group: Edelman’s Conflict PR Firm

The Zeno Group

There are many communications agencies out there, but the Zeno Group is best known as the conflict agency of the world’s largest independent agency, Edelman.

The Zeno Group is unique with roots in the PR world and is a global agency managed and supported by expert PR people. They combine research with their ability to read people while developing ideas and plans catering to the best interests of their clients.

A mid-sized, global communications agency, the Zeno Group works across the corporate, consumer, health, and technology sectors. Their extensive list of services includes creative development, paid native and social advertising, media relations, community management, social media strategy and execution, editorial planning, research insights and strategy planning, and more.

Zeno is a Daniel J. Edelman Holding company with their headquarters in Chicago, but they also currently have 21 other locations including their San Francisco office where they focus strongly on tech. Their other offices are spread across the globe including a few more in the U.S., South America, Asia-Pacific, Canada, Europe, the Middle East, and China – employing approximately 300 people.

Non-Traditional Holistic Approach

A driving force behind their success and a primary reason their name pops up in the news a lot is their non-traditional approach to communications. Instead, the Zeno Group uses holistic methods getting to know their clients to develop strategies uniquely designed for each client. They’re passionate about what they do, and work to win the love of clients and potential clients while building on their current success.

According to Zeno’s website:
“We’re fearless in embracing the unexpected, and pushing the boundaries of what disruptive thinking and communications can achieve. We’re collaborative, believing that we’re better together as we seek to spark the very best thinking. We’re committed to getting the job done and remaining true to our word in keeping the promises we make.”
Zeno as an Employer

One employee wrote on their Glassdoor Review, “In addition to the great people and great culture, the benefits are great! For example, in addition to a generous amount of PTO and paid holidays, Zeno offers a Zenofit program which reimburses you up to $60 for a stress-relieving activity…” Also mentioned in several reviews is the company’s willingness to let people develop their own ideas and the encouragement of entrepreneurial efforts.

Because they continue expanding, they usually have several openings, so those interested should go to

Fearless Pursuit of the Unexpected

The Zeno Group also adapts rapidly to changes in the communication arena. They’ keep up with the evolving wants and desires of their clients. For example, many clients want to make a connection with their audiences and elicit emotional responses. To make this happen, the Zeno Group looks at the bigger picture keeping the client’s brand and reputation in mind when creating communications strategies.

One driving factor behind their work is creating a human connection using values and emotions to connect to their clients’ customers. They say, “We are not targets, we are people” as a way of expressing this sentiment. Research this idea they developed the “Human Project” to find the best ways to connect on a human and emotional level with customers.
Leadership and Awards

Barby K. Siegel, CEO of Zeno, leads without fear from the front. Her efforts have been tantamount to the growth seen by the group over the last several years and include several awards and recognition because of it. Zeno was awarded with PRWeeks’ Mid-Sized Agency of the year for three consecutive years, and Ms. Siegel named PR Professional of the Year in 2012.

Ms. Siegel joined Zeno as CEO in 2009. Her previous experience included time as Managing Director at Ogilvey PR. But at the time she joined the Zeno Group, PRNewswire reported:

“Barby is a creative and proven leader who has demonstrated her ability to grow business globally,” said Richard Edelman, president and CEO of Daniel J. Edelman, Inc. “Her extensive background in brand marketing – particularly in consumer, technology and health – will help continue to drive Zeno’s success. I worked closely with Barby for 10 years at Edelman and am thrilled to have her return to the DJE family of companies.”

Although they are best suited to handle overflow from Edelman Public Relations, some of the other clients represented by Zeno include Jockey, Taco Bell, Blue Diamond, The Four Seasons Hotels, Motorola, LIfeLock, and Clinique.

Because Zeno rises to the ever-evolving challenges of the day and predicts future problems and possibilities, this agency keeps growing.

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