How Zeno harnessed cultural intelligence, AI & agility to restore growth
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How Zeno harnessed cultural intelligence, AI & agility to restore growth
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In a tough agency market, Zeno Group CEO Barby Siegel and chief client impact officer Thomas Bunn share how they've returned to growth by restructuring around culture-first strategy and predictive intelligence.
Recorded at the 2025 Cannes Lions Festival, the duo reveal their shift from traditional account management to embedded teams of strategists, creatives, and data analysts working directly with clients. And while AI tools are crucial in identifying cultural moments before they break mainstream, human intuition remains irreplaceable, in an era that requires constant vigilance.
Successful cultural engagement, argue the duo, requires knowing when to pause, when to participate, and when to pass. In conversation with Earned First founding editor Arun Sudhaman, the Zeno leaders discuss emerging undercurrents brands should watch: persistent polarization, creator fatigue, platform disruption, and renewed focus on women's issues.