05 Jun 08 Innovation pays off for Zoom After a three-way pitch, Zoom Advertising has been awarded the Jordan Shoes account and will handle 360 degree marketing communications to create brand awareness, support product listings, develop sales promotions and implement an ongoing PR campaign. "We're media neutral," explains Zoom MD Steve Massey. "This, coupled with our broad view of their business, meant we could be really targeted in our approach and really creative in our tactics." Zoom used this kind of innovative thinking and strategic development for PEP when it negotiated the retailer's inclusion in the storyline within South Africa's most popular TV soap, Generations. This tactic not only won the agency a Roger Garlick Gold Award in April but it has also significantly helped PEP strengthen its rebranding focus over the last year. And the story continues: Generations' Queen, who is doing community work on the programme, is, in real life, encouraging the public to donate blankets. Back to News index >>