Getting to Know... ZEAL

“We are ZEAL. The most effective marketing agency for the world’s fastest-moving brands. Our name means passion, energy and enthusiasm - and that's exactly what we create for brands.”

In today’s world, brands face a growing challenge: apathy. Apathy breeds inaction. And when brand growth depends on capturing attention and changing behaviour, apathy is enemy number one. At ZEAL, they ignite intense energy for the world’s fastest-moving brands, turning apathy into action in the moments that matter most.

“Our secret weapon is ZEAL EQ™, our proprietary methodology that infuses emotional intelligence into every aspect of our work, from strategy to creative and on to execution. ZEAL EQ ™ ensures impact and effectiveness across every touchpoint.”

They are trusted partners of some of the world’s biggest brands, including Nestlé, Carlsberg Britvic, Kraft Heinz, Kellanova, Arla, Weetabix, Suntory, Bacardi, Essity and more.

ZEAL is a three-time IPM Agency of the Year (2025, 2024, 2023), FMBE Brand Experience Agency of the Year 2025, winners of Marketing Week’s Excellence in Consumer Goods (2025) and Campaign Experience Awards’ Most Outstanding Creative Idea (2024). They’re also the only UK agency ever shortlisted for an Effie in Shopper Marketing and are proud to be listed in Campaign’s Top 100 Best Places to Work.

Their mission is simple: to be the world’s most recommended agency, and it’s their unique ‘ZEAL’, brought to every brand they work with, that they believe will get them there.

ZEAL’s head of marketing, Jo Holliday speaks with LBB about the ambition that built ZEAL from the ground up, and their approach to maintaining healthy decade long client relationships.

LBB> Tell us a bit about ZEAL Creative – when did you form and why?

Jo> We were founded in 2014 by Robert White and Stewart Hilton.

ZEAL was built on a clear ambition: to create the world’s most recommended agency – the one brands want to work with, and people want to work for.

From the outset, the agency was driven by a belief that FMCG brands face a growing challenge in modern marketing: consumer apathy, which breeds inaction.

That belief still defines ZEAL today. We create campaigns that ignite intense energy for brands at the moments that matter most, turning apathy into action for the world’s fastest-moving brands.

LBB> What’s the story behind your name?

Jo> ZEAL stands for passion, energy and enthusiasm in pursuit of an objective.

It’s more than our name. It’s our mindset, defining how we think, how we work and how we show up for our clients.

The real difference is the zeal of our people. That energy is consistently called out by our clients and is a key reason our average client tenure is seven years.

LBB> Tell us about up to three campaigns that epitomise what you do as a company.

Jo>

• TENA Men Dry Manuary Case Study
• Cheez-it Case Study
• Suntory - 196 Case Study
• Arla Cravendale Case Study

All examples of best-in-class shopper marketing, experiential and partnerships campaigns for leading FMCG brands.

LBB> Give us a fun fact about your company.

Jo> People: ZEAL’s first-ever employee back in 2014, Rachel Roberts, is still with the business today and now serves as managing director.

LBB> What are your strongest opinions about your industry?

Jo> The buying journey has changed. The industry hasn’t.

Customer attention spans have collapsed, buying journeys are non-linear and the old funnel no longer reflects reality. People can discover, consider and purchase in a single moment, and marketing needs to be built for that speed and complexity.

• The brand vs performance divide is dead.

Separating brand building from sales activation doesn’t work in a world where every touchpoint can influence behaviour. Every idea now has to build a brand and drive sales at the same time.

• HFSS and GLP-1s raise the stakes at the moment of choice.

When appetite, exposure and indulgence are constrained, brands can’t rely on excess or interruption. They have to earn attention and desire where decisions are actually made, through meaning, relevance and intent.

• Creativity without effectiveness is just noise.

Standout ideas only matter if they change behaviour and deliver commercial impact. Creativity should earn its place by driving attention, action and growth.

• Retail media is reshaping marketing at pace.

Retailers are now media platforms and points of influence, not just places to transact. Ideas need to be designed with retail media at the core, not treated as an add-on at the end.

• Energy is a competitive advantage.

Teams with passion, clarity and belief move faster, collaborate better and create stronger work. In an industry that can feel overcomplicated and slow, energy is what cuts through.

LBB> What are you proudest of as a company?

Jo> Our clients – ZEAL has spent over a decade working exclusively in FMCG, partnering with some of the world’s biggest brands. Long-standing clients include Nestlé, Arla, Kellanova, Carlsberg Britvic, Suntory, Bacardi.

Our growth - 30% YOY for the past 3 years. 0% client churn.

Being recognised consistently for effectiveness:

• Three-time IPM Agency of the Year (2025, 2024, 2023)
• FMBE Brand Experience Agency of the Year 2025
• EACA Impact Grand Prix winners 2025
• Marketing Week’s Excellence in Consumer Goods 2025
• DMA Best Campaign Launch 2025
• Campaign Experience Awards’ Most Outstanding Creative Idea 2024

Being a great place to work – listed in Campaign’s Top 100 Best Places to Work

LBB> What are some upcoming projects our readers should keep an eye on?

Jo> We are excited about upcoming UK, European and Global launches in partnership with Lucozade, Pringles and Aero, to name a few.

LBB> Where can we check out Zeal Creative online?

Jo> You can check out our website here and can also find us on LinkedIn here.