Greenberger Embarks at Zenith

As one who studied military history before starting a career in advertising, it is only natural that Steve Greenberger would take inspiration from the likes of Napoléon and apply it to media buying.

“It’s knowing the landscape of the battlefield before you make your move—and always take the high ground,” said the 48-year-old Greenberger, who was hired last week as svp, director of print at Zenith Media USA in New York.

He succeeds Melissa Pordy, who left the agency in February after a five-year tenure.

Greenberger, a 25-year media veteran, said he plans to refocus the print-buying process on magazines’ content rather than on demographics. “Editorial content is going to determine what publications we’re going to use and will have a serious impact on the negotiation process,” he said.

After leaving Interpublic Group’s Initiative Media as director of print in February 2002, Greenberger opened independent consultancy SR Greenberger & Associates in New York and worked with AdSolutions, a Trumball, Conn.-based consultancy. Prior to Initiative, he was director of print at Grey Global Group’s MediaCom.

AdSolutions CEO Michael Buck, who worked with Greenberger at Initiative, called him a “strategic thinker” with leadership capabilities.

Greenberger, who oversees 12 staffers, reports to Neil Ascher, evp, communications services. “Steve’s had experience from every angle of the business … building up MediaCom in the 1990s or working on the publishing side,” said Ascher. “That’s what makes him so valued.”

Zenith’s print department accounts for more than $600 million in billings at the shop, which claims $6 billion in overall U.S. billings.