Barby Siegel is chief executive officer of Zeno Group, a global integrated communications agency, born from P.R. The agency works with leading companies at the intersection of brand and corporate reputation, helping clients realize their purpose and business goals, while providing seasoned counsel on the business and cultural issues of the day.
Barby oversees a global organization of more than 700 staffers with operations across North America, Europe and Asia Pacific. Outside of the firm’s six primary U.S. offices, Zeno international hubs include Canada, the UK, France, China, Singapore, India and Australia. Under Barby’s leadership over the last 12 years, Zeno has experienced annual double-digit growth with expanded capabilities and offerings to become an award-winning agency with more than $100 million in revenue, representing some of the largest and most influential companies in the world.
In addition to her daily passion for client work, Barby is a staunch supporter of advancing diversity, equity and inclusion for both the agency and the industry at large. In 2020, Zeno launched ACT TOGETHER – a series of decisive initiatives and action items to more urgently advance a more equitable and inclusive workforce and bring more people of color into the agency and the profession. Barby also contributes to advancing the meaningful diversity work of nonprofits serving as a National Board Member of Year Up and the Diversity Action Alliance.
Accolades under Barby’s leadership have included the 2021 and 2019 Agency of the Year Awards from PRWeek and PRovoke (formerly Holmes Report), and an Honorable Commendation at the 2017 PRWeek Global Awards for International Agency of the Year. In 2021, Zeno was ranked no. 1 by PRovoke as the Best Agency to Work for in North America and recognized as PRWeek’s Best Place to Work in 2016 and 2017.
The industry has also recognized Barby for her achievements. For nine consecutive years, Barby has been named to PRWeek’s “Power List” of the 50 most influential leaders in the communications industry (2013-2021). Barby also received the coveted Individual Achievement Award from the Holmes Report in 2018, honored as “Agency Person of the Year” at the 2017 PRWeek Global Awards, and inducted into PRWeek’s 2017 Hall of Femme. In 2012, Barby was selected by PRWeek as “PR Professional of the Year.”
However, the title that Barby is most proud of is “Mommy.” She is the mother to two grown daughters, Matty and Mallory, who embody their own brand of the agency’s famous ‘fearless’ North Star.