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Zenith unveils global performance capability to drive innovation

Zenith has launched a new function to drive performance services for global clients, taking responsibility for defining the overall direction and delivery of all areas of performances marketing for Zenith’s global clients.

The new function will work closely with Publicis Media’s performance practice, Performics, and is led by global head of performance Jos Smyth (pictured). In his newly created role, Smyth will report to Benoit Cacheux, global head of digital and innovation. Smyth is tasked with designing the structure of Zenith’s new performance team, and will take responsibility for hiring leads across three key areas – paid search, SEO and social.

He will also define how Zenith’s performance services, planning processes and tools will be integrated into ROI+, the network’s way of working and planning platform. Smyth will also take charge of designing the performance vision and roadmap for Zenith’s global clients. Additionally, he will also work closely with leaders such as global commerce director Cassandra Stevens, to ensure that performance is fully integrated into its new approaches. This comes as the agency pushes into new areas of technology and innovation to drive brand growth for clients.

Prior to his new role, Smyth was VP, group director, national lead for SEO, North America at Digitas. During his time there, he worked with clients such as Accenture, T-Mobile, MillerCoors and Comcast. Before that, he was head of SEO, NYC – client director at iProspect. He also worked at Neo@Ogilvy and i-level.

“Performance is critical to much of the innovative communications work at Zenith, so I am delighted to be taking on this new role. I am really looking forward to working with the leaders across Zenith and Performics to define the new roadmap for excellence in performance,” Smyth said.

“As the ROI Agency, performance marketing is key part of our approach to driving brand growth for clients. The creation of this new function will take our performance services to the next level and we are delighted to have an expert of Jos Smyth’s calibre leading this important work,” Cacheux added.

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