How Zenith boss Jason Tonelli is tripling down on client ROI, and wants to return the Audit Bureau to relevance

Welcome to an audio-led edition of Unmade.Today’s edition features an interview with Jason Tonelli, boss of media agency Zenith and the new chair of the Audited Media Association of Australia.It’s two decades since Publicis Group’s second string media agency Zenith rebranded itself globally as The ROI Agency (and a decade since a brief local repositioning as “the open agency”.)New CEO Jason Tonelli has evolved the local position again - Zenith’s proposition is now “ROI Cubed”: the three I’s being investment, imagination, insight.In today’s interview with Unmade’s Tim Burrowes, Tonelli discusses what Zenith intends to deliver for clients, working within the larger Publicis group where he’s spent the last decade of his career, and the wider planning and investment process.Zenith’s core proposition is simply about doing media exceptionally well, Tonelli says. Zenith’s clients include Reckitt, Kellogg’s, TikTok, Aldi, H&M, Rio Tinto and Disney.The agency is also investing in consumer research. Tonelli shares during the conversation that polling suggests that the public is leaning towards a “no” vote in The Voice referendum.Unmade can also reveal that Tonelli is the new chair of the Audited Media Association of Australia. The AMAA was kneecapped by Australia’s print publishers in late 2016 when Bauer, News Corp and Pacific Magazines all resigned from the magazine audits in what proved to be the death knell of print circulation transparency.Tonelli discusses how he hopes to return the AMAA to relevance through auditing in the digital space.“It would be great to get auditing back on the agenda; it’s an important part of our industry,” Tonelli says.Time to leave you to your Thursday.Audio production was courtesy of Abe’s Audio, the people to talk to about voiceovers, sound design and podcast production.Message us: [email protected]’ll be back [email protected] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit unmade.substack.com