After initial positions as a university lecturer and researcher, he specialised in the high technology and telecommunications sector, first at the Ministry of Research, then at GP Banque, where he set up a Mediterranean investment fund, and finally at Sari, the property arm of Générale des Eaux.

He then began a career as a communications consultant, founding EDRA Communication (1992). He joined BBDO Corporate (1997), becoming its Chairman in 2000, before being appointed Vice-Chairman of TBWA Corporate in 2004, a position he left in 2008 to create Equancy&Co (which became Bona fidé in 2021). A recognised expert in strategic communications, institutional relations and the media, Robert ZARADER assists major institutional clients and company directors with their corporate communications and influence strategies.

In particular, he advises them on all aspects of sensitive or crisis communications: anticipation (weak signals, executive training, etc.), management (crisis unit, message development, press and influencer relations, etc.), repair (change management, setting up monitoring systems, etc.), both internally and externally.

More generally, he advises leading executives and political figures on media training and coaching, positioning, preparation of speeches and internal/external speaking engagements, expert hearings, introduction to spheres of influence and meeting plans, etc. In addition, he regularly appears in the media to share his communicator's perspective on current affairs. He has a solid network within the executive and parliament, as well as within the executives of many local authorities. He also enjoys strong relationships with a number of political figures on the right and left, as well as opinion leaders: trade unions, think tanks, economists, sociologists, journalists, etc. Involved in civil society, he is also Chairman of the Sorbonne Paris Nord University Foundation, General Secretary of the Cercle des économistes and a member of the 2023 Rugby World Cup Organising Committee.