Barby K. Siegel is the chief executive officer of Zeno Group, the award-winning, global integrated communications agency. Zeno works with some of the world’s most influential companies to drive real business and societal impact.
Siegel oversees a global organization of 750 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 United Kingdom, France, China, Singapore, India and Australia. Under Siegel’s leadership for the last 12 years, Zeno has experienced annual double-digit growth, exceeding $100 million in revenue while staying true to the firm’s core values of being: inclusive, ambitious, kind, entrepreneurial, collaborative and fearless.
Beyond her passion for client work, Siegel is a staunch supporter of advancing diversity, equity and inclusion for the agency and the industry. In 2020, Zeno launched Act Together — a series of initiatives to urgently advance a more equitable and inclusive workforce and bring more people of color to the agency and profession.
In addition, Siegel serves as a national board member for Year Up, which helps ensure young adults gain the skills that will empower them to reach their career potential, and the Diversity Action Alliance which is committed to accelerating meaningful and tangible results in diversity, equity and inclusion in PR and communications.
Zeno accolades under Barby’s leadership have included the 2021 and 2019 Agency of the Year Awards from PRWeek and Provoke and Provoke 2021 Global Creative 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, 2017 and 2021.
The industry has also recognized Barby for her achievements. Barby was inducted into the PRWeek Hall of Fame in 2021 and for nine consecutive years was 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, was honored as “Agency Person of the Year” at the 2017 PRWeek Global Awards and was inducted into PRWeek’s 2017 Hall of Femme. In 2012, Barby was selected by PRWeek as “PR Professional of the Year.”
Barby and her husband Fred reside in Westchester, New York and are the proud parents of daughters Matty and Mallory, both now pursuing their own careers.