Cementing AI thought-leadership with a benchmark report of customer loyalty and technology across 10+ markets.

Traditionally, ServiceNow’s storytelling and proof points have been US-focused. But the company has seen huge growth in EMEA and needed locally relevant stories so it could build awareness, tangibility and trust in the region. As such we took an ‘outside-in’ approach to storytelling, analysing ServiceNow’s audiences, the media trends and its competitors, to uncover the top, locally relevant priorities in each of its key markets. We compared this with the narrative that ServiceNow wanted to push, to find the sweet spot and develop EMEA-focused messaging that we could launch as a set-piece campaign each year.

Kicking off in 2023 and running again in 2024 & 2025, Zeno came up with the Consumer Voice Report – a benchmark of customer loyalty and technology across 13 EMEA markets. As well as using nights and analytics to find the whitespace for the report to address, Zeno drove press releases, whitepapers, social assets, blogs and more to support the report, working closely with ServiceNow to make it a continued success. We also connected with the local agencies and key ServiceNow spokespeople in each country to ensure understood how to tailor these trends to their local market.