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How we helped position Zoom as a thought leader in business communications and the future of work


Zoom is a household name – and it’s the unified communications platform of choice for individuals, small businesses and large enterprises alike. We’ve been working with Zoom’s ANZ communications team since the start of 2020.


  • 1
    Manage the external media conversation about Zoom in the ANZ market
  • 2
    Position Zoom as a thought leader in business communications and technology
  • 3
    Broaden awareness of Zoom as the leading video communications provider for organisations across ANZ
  • Approach

    Soon after Mahlab was onboarded, the global COVID-19 pandemic hit and Zoom went from a hotshot video conferencing tool to an essential utility. With this newfound fame came increased scrutiny and criticism.

    Mahlab stepped into full issues management and reputation rebuild mode, developing a clear and consistent narrative that was amplified across all channels, with keynote speeches, customer events and media interviews. 

    Following a three-month education and issues response program, the communications strategy was reviewed and deemed enough of a success that the focus returned to proactive communications, utilising executive profiling, thought leadership and customer stories to continue to build the brand’s B2B positioning.

    Core aspects of our strategy were:

    • Quality tier-1 tech and business coverage
    • Local thought leadership that positions Zoom in its own white space 
    • Support on events, whether it is Zoom’s first-ever virtual APAC Zoomtopia event or speaking events for Zoom's executives.

    The results

    pieces of positive
    proactive coverage
    featuring Zoom
    interviews with
    global and local
    long form
    features in tier-1
    national publications


    “At the start of 2020, Zoom went from fast-growing startup to household name almost overnight. We needed a partner who could help us leverage the opportunities and manage the challenges that came with this. Mahlab’s deep local knowledge, creative problem solving and top-quality counsel has meant that we've been able to effectively build our reputation with the right audiences during this exponential growth.

    Mahlab has always understood our business objectives and focused on delivering impactful results. At Zoom we move fast and need partners who are able to keep up. Mahlab has been able to do this while combining quality strategic thinking with exceptional execution into our PR program in ANZ.”

    Farshad Hashmatulla

    International PR Manager

    Pharmaceutical Society of Australia
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