FleishmanHillard Unveils Newly Refreshed Brand
Showcases Evolution of Leading PR Firm into the World’s Most Complete, Fully Integrated Communications Company; New Logo and Creative Revealed, First Issue of Digital Magazine Launched
ST. LOUIS, May 1, 2013 — FleishmanHillard today unveiled a newly refreshed corporate brand and associated digital media property. The new branding reflects the evolution of the leading public relations firm into a fully integrated communications company that provides clients with the world’s most complete communications solutions. Long recognized around the world for excellence in public relations, public affairs, and digital and social media communications, FleishmanHillard has redefined the boundaries of traditional public relations by becoming channel agnostic, able to solve client business problems by working across paid, earned, shared and owned (PESO) media channels.
“Many years ago, we recognized 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 nontraditional 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.”
New Brand Platform, Tagline and Logo
To reintroduce the firm, FleishmanHillard is unveiling a new brand platform, tagline and logo. “Having evolved, and with a new story to tell, we needed our brand – a brand that had not been touched since 1990 – to catch up,” said Stephanie Marchesi, FleishmanHillard chief marketing officer. Believing that brands are revealed and not invented, the firm looked closely at itself, conducting more than 100 one-on-one interviews with employees, clients and industry observers. They 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 unique ability to help clients navigate a world demanding unprecedented authenticity and transparency,” said Senay. “True 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 ahead.” To capture the meaning and message behind true, FleishmanHillard is introducing the tagline The power of true.
The power of true defines who FleishmanHillard is and what it believes. It also explains what the firm offers clients, including: the power of true insights; the power of true ideas; the power of true integration; the power of true client service; and the power of trueoutcomes.
The new logo equally reflects the firm’s transformation. “Our former logo did an excellent job of reflecting the trust and confidence clients have long placed with us,” said Marchesi. “Our new logo maintains those values, but with a fresh, innovative and more contemporary interpretation.”
The logo unites the names of both founders – Fleishman and Hillard – on one line to reflect the heritage of the firm and the originators of modern public relations. FleishmanHillard also added to its logo an iconic mark that complements the logo but also symbolizes the transformation of the firm. The vertical bars tell the story of a firm deeply rooted in the industry sectors and communications capabilities most important to clients. The horizontal bars represent FleishmanHillard’s ability to innovate, integrate and redefine the boundaries of traditional public relations.
New Digital Magazine
Brands today have the opportunity, and the responsibility, to not only leverage media channels to tell their story, but also to be the media channel. As a firm steeped in knowledge, rich with thought leaders and connected to some of the most important minds in the world, the company is launching FleishmanHillard TRUE – a digital magazine. TRUE has engaged forward thinkers from business, academia, consulting and other disciplines to share their insights on new realities, challenges and opportunities that exist at the intersection of marketing, communications and media.
FleishmanHillard has appointed veteran journalist Pat Wechsler as editor and content strategist. Wechsler joined FleishmanHillard with more than 25 years’ experience as a writer and editor at prestigious media brands such as Business Week, Bloomberg News, Crain’s New York Business, New York Magazine and Newsday.
FleishmanHillard TRUE (true.fleishmanhillard.com) will publish a themed issue each quarter, but will refresh portions of its content weekly so it has an opportunity to weigh in on developing stories. The first publication explores the evolving relationship between a company’s brand – what it says about itself – and a company’s reputation – what others say about it. The May 1 launch includes interviews with Chobani CEO Hamdi Ulukaya on the Greek yogurt maker’s challenge to remain entrepreneurial after hitting $1 billion in sales and Hyatt CMO John Wallis on how companies need to recognize employees as potentially their best spokespeople. It also features commentary by Simon Sinek, author of Start With Why, on the ability of some companies to inspire.
TRUE Creative Campaign
FleishmanHillard is supporting its refreshed brand with a multimedia creative campaign spanning paid, earned, shared and owned media. “In a nutshell, the creative strategy is to be the media, not merely appear in it,” said Nick Childs, FleishmanHillard executive creative director, who led the creative and production teams. “Success is not limited to just reaching people and raising our visibility. We are aiming for something much more magnetic that will draw clients and talent back from time to time, especially as we debut each new issue of TRUE.”
Working with FleishmanHillard’s media planning team, a media plan that signals the evolution of FleishmanHillard and public relations was developed. Ads will appear in expected channels, including trade media, as well as in channels untraditional for a public relations or communications company, such as broadcast and digital display ads in mainstream business outlets. The creative campaign makes its debut in the U.S. and will expand across international markets. A new corporate website that reflects the firm’s refreshed brand and positioning also makes its debut today. It can be viewed at fleishmanhillard.com.
FleishmanHillard is the world’s most complete global communications firm, specializing in public relations, public affairs, marketing, paid media, and transmedia and social content. FleishmanHillard delivers on the power of true, reflecting the firm’s high values, and unique ability to guide clients through a world demanding unprecedented authenticity and transparency. FleishmanHillard was named “Standout Agency” on Advertising Age’s 2013 A-List; NAFE’s “Top 50 Companies for Executive Women” for 2010-2013; Advertising Age’s 2012 “Best Places to Work”; and The Holmes Report’s 2012 Global “Public Affairs Agency of the Year.” The firm’s award-winning work is widely heralded, including at the Cannes International Festival of Creativity. FleishmanHillard is part of Diversified Agency Services, a division of Omnicom Group Inc., and has more than 80 offices in 29 countries, plus affiliates in 42 countries. Visit us at www.fleishmanhillard.com.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.