Zenith appointed to SBS' performance media account

SBS has expanded its eight-year relationship with Zenith, appointing the agency to handle its performance media account following a competitive pitch. Zenith will focus on leveraging the broadcaster’s first party data and provide martec support. 

Zenith takes on the account as of April 1, 2021, with the scope of work encompassing the SBS On Demand platform, SBS News and SBS Audio Language Content, as well as supporting key campaigns. SBS On Demand will premiere 160 hours of new drama every month this year including a selection of multilingual content. Meanwhile, the broadcaster’s key news and current affairs shows include Dateline, Insight, The Feed, and NITV’s The Point and Living Black.

Zenith currently holds SBS’ media strategy, planning and buying account. On the expanded remit, Zenith CEO, Nickie Scriven said: “SBS holds a unique place in the Australian media landscape through its ability to bring contemporary Australia together and connect with audiences like no other broadcaster. We are thrilled to extend our partnership with an organisation that understands the commercial power of purpose.”

Zenith Sydney General Manager, Jonny Cordony added: “I’d like to thank the team of specialists at Zenith for their hard work on the account, and the depth of knowledge, and digital and data expertise they bring to the SBS business. With nine million registered users on SBS On Demand and a record number of local and acquired programs in 2021, SBS continues to be a place for people to explore compelling and culturally-diverse entertainment and news.”

In 2020, Zenith Australia CEO Nickie Scriven appointed Elizabeth Baker to the role of national head of investment, moving from her existing responsibilities as Sydney head of investment. She also announced the promotion of Joshua Lee to the new role of national head of digital & data, elevated from his position as head of digital in Melbourne.