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New PR Consultancy of the Year


Winner
Campaign Title

Client

Agency

Zeno Group Malaysia

Zeno Group, a late entrant to the Malaysia market, needed to differentiate itself from its larger and more established competitors. It launched as an integrated PR consultancy, with digital and storytelling at its core. The agency appointed David Lian (formerly APAC Digital Lead at Text100) as general manager, together with five ‘unconventional’ hires, including an online news editor, a former TV show host, a journalist cum photographer, a web developer and a graphic designer. The goal was to provide strong content and social media capabilities in addition to creative PR execution. As a result, the agency picked up several new clients. At the heart of its business success was the strategy to “fearlessly take on the challenge to innovate the established PR model”. It did that by focusing on how PR could evolve in a social media-led generation. Instead of paying lip service to millennials, it made ‘millennial-thinking’ the key to its culture. Rather than split revenue across practice / function lines, it integrated all teams into one P&L. This translated into a win ratio of 8:1 on competitive pitches. The agency bagged 16 new pieces of business, including five new retainer clients with GlaxoSmithKline Malaysia, Sunkist, Tesco Malaysia, Lenovo Mobile Malaysia, Hasbro and significant projects with Agensi Innovasi Malaysia, Fisher-Price, Guvera, Guinness Anchor Berhad, RK Group, Oppo China and Marina Bay Sands Singapore.

 

Highly commended
Campaign Title

Client

Agency

Adhesive PR Australia

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