Observed Signal · May 13, 2026 · Podcast Episode · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Zoom Repositions Brand Beyond Video Calls
AdExchanger published a podcast interview (May 13, 2026) with Kim Storin, Chief Marketing & Communications Officer at Zoom, about the company's effort to broaden perception beyond video conferencing. Storin describes Zoom’s product expansion — webinars, a customer support platform and a suite of AI tools — and explains the goals of the "Zoom Ahead" brand campaign (launched in 2025) that uses cultural marketing (a TV spot with Bowen Yang) to refresh the brand. The team is tracking brand health, web and platform engagement, and consideration for new use cases. The episode also covers why Zoom combines marketing and communications, AI’s influence on earned media and measurement, and that a Zoom ad network remains unlikely.
A major B2B SaaS (Zoom) is actively repositioning its brand and highlighting AI-enhanced product features; relevant to marketers and B2B brand strategy but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Published May 13, 2026.
- Kim Storin is Chief Marketing & Communications Officer at Zoom and was interviewed on AdExchanger Talks.
- Zoom cites webinars, a customer support platform, and a suite of AI tools as parts of its product expansion.
- Zoom launched the "Zoom Ahead" brand campaign (launched in 2025) including a TV spot featuring Bowen Yang.
- Zoom is tracking brand health, web/platform engagement, and consideration for broader use cases as KPIs; the company says a Zoom ad network is unlikely.
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Zoom's Marketing Rebuild: Beyond Pandemic Fame
At AdExchanger's Programmatic IO, Zoom's VP of brand and content, Josh Reed, discussed the company's marketing overhaul. Despite 99% unaided brand awareness, Zoom is pigeonholed as a video call app. Reed highlighted the 'iceberg' problem: being known for one thing while other products like contact center, events platform, VoIP, and AI tools remain invisible. Under CMO Kim Storin, Zoom consolidated marketing functions, expanded into linear TV, creator partnerships, and affiliate marketing. They launched the Solopreneur 50 program and are experimenting with commission-based creator models. Measurement is shifting from last-touch to multi-touch attribution using Snowflake as a data spine. Zoom is also adapting to the 'dark funnel', where B2B research starts in LLMs and AI chatbots, requiring a new approach to meet buyers where they are.
Zoom Partners with Colin Jost for B2B Comedy Campaign
At ADWEEK's Brandweek conference, Zoom's head of brand and activation Whitney Magnuson revealed the company's strategy to leverage comedy to expand its brand beyond video conferencing. Zoom partnered with SNL alum Colin Jost and his production studio No Notes, first collaborating on the 'Zoom Ahead' campaign in December. Their newest spot, in which Zoom comedically plots its own destruction, sparked internal debate before airing. Magnuson emphasized that Zoom's high brand awareness is narrowly tied to video calls, despite the company's expansion into contact center software, AI tools, and sales products. The campaign aims to make the brand 'iconic' by capitalizing on its cultural status as a verb and its frequent appearances in movies and TV shows. Jost noted that No Notes, which grew from his SNL parody writing, allows him to pitch brand ideas directly to companies, bypassing traditional agencies.
Kate McKinnon Plays Evil CEO in Zoom Sequel Campaign
Zoom has unveiled the sequel to its 'Zoom Ahead' brand campaign, titled 'Zoom Got it Done', featuring SNL alum Kate McKinnon as an evil CEO who plots to destroy the platform. The ad continues the narrative of the first commercial, which starred Bowen Yang and was created by Colin Jost's No Notes Productions. The campaign aims to reposition Zoom as an AI-enterprise platform beyond video calling, showcasing features like AI agents and automated note-taking. It runs across TV, CTV, OOH, digital, and social during the NFL season. The campaign is the first major push under CMO Kim Storin, who credits humor for breaking through and contributing to a 4.9% year-over-year Q2 revenue boost.
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