"Many years ago we recognised the changing communications environment and increasingly heard client demands for integrated solutions," said Dave Senay, FleishmanHillard president and CEO. "Mostly under the radar, we reimagined and reinvented our business. We invested in non-traditional talent and new capabilities behind four significant growth areas driving our business today: the alignment of brand and reputation; analytics and insights; social enterprise; and strategic integration across paid, earned, shared and owned media channels."
To reintroduce the firm, it has unveiled a new brand platform, tagline and logo. "Having not touched the brand since 1990, we needed it to catch up to this evolution," said Stephanie Marchesi, chief marketing officer. Believing that brands are revealed and not invented, the firm conducted more than 100 one-on-one interviews with employees, clients and industry observers.
It found that three significant factors - who the firm is at its core, how the world has changed and new client demands - intersected at one word: True.
"True speaks to our ability to help clients navigate a world demanding authenticity and transparency," said Senay. "It also reflects our firm's moral compass and commitment to the highest values. It defines who we are as a company and the direction we are moving."
