SAN FRANCISCO, March 5, 2026, 02:05 (PST)
- PMG picked up Zoom Communications’ first-ever global media agency of record assignment after the company wrapped up its internal review.
- The pitch for global media buying and measurement revolves around PMG’s “Alli” platform.
- Zoom wrapped up Wednesday with a 6.15% gain, closing at $78.02.
Zoom Communications has appointed PMG as its inaugural global media agency of record, tasking the independent firm with a wide-ranging remit while Zoom ramps up its marketing push. “We wanted a partner that could help us translate innovation into measurable business impact globally,” said Whitney Magnuson, Zoom’s head of brand strategy and activation. Campaign Asia
Zoom is looking for an edge, while Microsoft Teams and Alphabet’s Google Meet keep tying their apps into broader workplace suites—leaving standalone platforms scrambling to compete on cost. Only last week, Zoom warned investors that quarterly profit would likely fall short of Wall Street expectations. The company flagged ongoing tough competition and cautious spending by businesses as possible drags on earnings, despite fresh AI tools rolling out.
Typically, an “agency of record” oversees broad media strategy, buying, and tracking outcomes for corporate clients. Zoom’s annual net media spend hovers near $25 million, MediaPost reports, citing figures from agency tracker COMvergence. MediaPost
PMG is pulling together a cross-functional team to support Zoom across different markets, covering planning, measurement, and reporting. In its pitch, the agency highlighted “Alli,” its own marketing operating system, which PMG says will act as the central execution hub.
PMG founder and CEO George Popstefanov said Zoom’s drive toward a “truly unified workplace platform” fits with the agency’s philosophy. PMG also named Havas and Horizon Media as participants in the review process, according to the statement.
Zoom is looking past its video meeting roots, rolling out a wider suite of workplace software and business services. Practical AI features are front and center in the new offerings. The company claims these moves help keep customers on board and open doors with larger clients.
Zoom finished Wednesday’s session up 6.15% at $78.02, bringing its market cap close to $26.1 billion, according to market data.
PMG lands a major tech client while agencies focus harder on measurement and automation beyond just ad buying. Zoom is betting that tightening up global media efforts might carve out an advantage in a crowded market.
Even so, a new agency alone won’t solve Zoom’s bigger problem. Customers remain cautious with spending, and rivals that combine video chat with office suites keep slashing prices. If Zoom’s push into AI and more workplace features leads to higher costs without enough revenue to show for it, investors may drop the branding debate fast and focus squarely on margins.
