2022 Best PR Agencies to Work For, North America

Best Agency to Work For is possibly the only predictive PRovoke Media award. Over the years, we’ve noticed a direct correlation between the agencies on this list and those that take home our biggest honor (often times at some point in the future) — Agency of the Year recognition. That’s, in part, because firms that take culture seriously tend to attract and retain smart and creative talent who, in turn, produce stellar work. It’s a simple formula but one that’s easily overlooked amid the breathless pace and tremendous pressures that are a seemingly inevitable reality of agency life. But this pace is exactly why agencies shouldn’t underestimate the power its culture has on the work its employees produce.

And, of course, the weight of the global pandemic along with racism and election anxiety, in addition to other serious issues that made 2021 another exceptional year for PR firms. Over the next few weeks, we will look more closely at how the Best Agencies to Work For fared on issues like the pandemic response, diversity and overall compensation.

These five Best Agencies to Work For will be presented with their trophies at the 2022 North American SABRE Awards dinner, which takes place at Cipriani 42nd Street in New York on May 4. Tables and tickets are available now.

Best Large Agency to Work For (more than 250 employees)

Winner:

Zeno Group (DJE Holdings)

Backstory

Zeno was founded (as PR21) in 1999 as a classic conflict brand. The firm changed its name to Zeno in 2004, but the modern Zeno was not really born until 2009 when Barby Siegel took over as CEO and reshaped the firm as an independent agency with its own identity and culture.

Performance

After a successful 2020, during which Zeno far outperformed its peers and earned our Midsize Agency of the Year honors, 2021 was even better: fee income up by close to 40% to more than $118 million, of which around $99 million of which is North American. Headcount increased accordingly, with 498 people in the U.S. and Canada.

Workplace Culture

Zeno’s promise to be the agency where "careers are built and lives are lived" pre-dates the pandemic but has taken on new resonance as employees began to return to the office. Likewise, its mission statement—”champion the courageous to achieve something better for humankind"—gives the firm a purpose that is critical in these times. After making salary reductions at the start of the pandemic, all the money that employees sacrificed in 2020 was repaid in full in February 2021. The firm increased its Zeno Fit wellness allowance by 25% and maintains its “Be Kind To Your Mind” mental health initiative. In 2021, Forrester reported that while data literacy is the skill companies claim they need most, few offer any formal training. In response, Zeno developed and introduced a proprietary global analytics certification program, with 16 vdeos available on demand. The firm also launched a pilot program for select high-performing junior staff to learn new skills outside their core practice area, spending 50% of their time "cross training" with other teams over three months.

Diversity & Inclusion

The “Zeno for Everyone” initiative began to bear fruit in 2021, with six ERGs providing a community for various ethnic and gender-based employees groups, and ongoing unconscious bias training (completed by 86% of staff in the US). The firm’s DEI Council consists of 55 volunteers from all levels of the agency working together to promote learning, safety and allyship. There was a 3% increase in racial and ethnic diversity, to 27%, with 22% of the leadership diverse. And as of 2021, Zeno observes Juneteenth as a paid holiday, honoring this important date in American history.

What Employees Say

Asked the describe the Zeno culture in three words, respondents most commonly used “collaborative,” “friendly,” and “supportive,” although there were plenty of nods to the agency’s “fearless” tagline. Asked what they liked best about Zeno, one respondent said: “The culture at our company is great. Our CEO really looks out for us and makes sure we are mentally rested.” Another added: “The culture at Zeno is rare, one that fosters professional relationships and friendships that last a lifetime. Not to mention, this all happens while managing an outstanding workload and producing the highest-quality work.”

The top five:

Zeno Group
Allison+Partners
GCI Health
APCO Worldwide
Edelman

Best Midsize Agency to Work For (150-300 employees)