Zenith Media Canada | Agency Profile, Contacts, AOR, Client Relationships

• Effective January 2023, Zenith took over from incumbent Havas Media.
• The agency will handle duties such as media strategy, planning, buying, and performance media.
• It will reportedly focus on “driving synergies across brand and performance while elevating the consumer experience to accelerate business growth for Swarovski.”
• The company will likely:
  • Launch a new campaign
  • Keep increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Female Gen-Z and millennials

​​​​​​​​​​​​​​​​​​​​​Recent leadership shifts:

• This announcement closely follows the recent hires of NA media and digital head Sandra Cicio (April) and marketing and communications VP Elliot Greenfield (August).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, Swarovski has allocated roughly $443.6k toward national TV commercials.
  • Last year: The company allocated around $10.5m toward this channel last year after not having utilized it in 2020.
  • 2022 ad programming: Swarovski's 2022 commercials have targeted Gen-X watching shows such as Good Morning America, Miley's New Year's Eve Party Hosted by Miley Cyrus and Pete Davidson, Wheel of Fortune, Friends, and Grey's Anatomy.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $12.6m on digital ads YTD, 43% more than the approximately $8.8m spent in 2021.
  • YTD data: So far this year, Swarovski has earned ~1.5b digital impressions via Instagram (37%), desktop video (31%), Facebook (22%), desktop display (8%), and mobile display (3%) ads.
  • Last year: In 2021, the company's estimated full-year spend of $8.8m reached almost 5x that of $1.8m in 2020.
• Additional channel insights  
  • The company utilizes OOH, print (magazines), and local broadcast.
  • It works with various influencers such as Katy Perry, Rihanna, Justin Timberlake, and Taylor Swift.

Additional agency insights: