Brand Marketing

Brand Marketing

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Brand Marketing

The mission: Create transformative outcomes for brands. The method: Harness the power of insights and creativity to develop a magnetic idea that creates positive momentum in the marketplace, delivered across channels, mediums and audiences. In today’s marketplace, ideas matter more than ever – ideas that audiences see as their own, which can be authentically expressed through a brand. The goal...

The mission: Create transformative outcomes for brands. The method: Harness the power of insights and creativity to develop a magnetic idea that creates positive momentum in the marketplace, delivered across channels, mediums and audiences. In today’s marketplace, ideas matter more than ever – ideas that audiences see as their own, which can be authentically expressed through a brand. The goal of brand marketing has been to recognize these opportunities and create a collaborative endeavor with the customer. Only when a brand taps into these opportunities do we see the kind of engagement that can create positive momentum in the marketplace and truly be transformative to the three areas most important to brands: launching products and services; repositioning themselves to create opportunity; and growing/expanding their positions of leadership.

What We Do

Audience-Specific Marketing

Whether it’s women, moms, Hispanics and other multicultural audiences, LGBT, young adults, affluent lifestyles, or any other group, FleishmanHillard’s audience-centric focus provides the tools to understand stakeholder behavior and trends. Insights-based marketing campaigns create authentic engagement and deliver the “wow” experiences that build brand loyalty.

Celebrity & Influencer Alignment

FleishmanHillard’s full-service talent recommendation and acquisition services create true connections between brands and celebrities. Using our CelebFluence Scores, we assess celebrity appeal and create a concise overview of a talent’s influence on a target audience. In addition, we reach innovators and early adopters who drive trends in music, entertainment, lifestyle, fashion and media. And we help clients develop brand personas that align with a target group of opinion leaders.

Integrated Marketing

Collaborating with other agency partners to develop holistic marketing communications plans that connect the dots across disciplines and remits, we identify where communications can connect and elevate efforts across paid, earned, shared and owned channels by building and leading interdisciplinary teams from across the firm, within the network of our parent company (Omnicom Group) and with outside partners.

Shared Purposed and CSR Initiatives

Consumers expect brands to leverage their resources, spending and influence for social good, so FleishmanHillard’s STAR process evaluates and indexes current or potential partners across four major categories: Synergy, Touch, Assets and Reach. The STAR process is designed for collaborative efforts to raise awareness, educate and promote socially beneficial behaviors, providing a construct for ranking and indexing key attributes and assets of partners to create or inform more productive partnerships.

Sponsorships

Across consumer lifestyle, entertainment, sports, social platforms or media organizations, we help organizations secure strategic sponsorships and alliances, using pre-established criteria and objectives to find a brand’s best correlation. This process evaluates brand assets alongside the assets of the partnering entity to create a customized relationship that advances a brand’s goals.

Strategic Partnerships and Experiential Marketing

Across consumer lifestyle, entertainment, sports, social platforms or media organizations, we help organizations secure strategic sponsorships and alliances, using pre-established criteria and objectives to find a brand’s best correlation. This process evaluates brand assets alongside the assets of the partnering entity to create a customized relationship that advances a brand’s goals.

Transmedia Programs

With unique creative capabilities, our ideas find expression in a multitude of mediums, from social posts to experiential activation, from six-second videos to full television spots. We extend the value and reach of these efforts by deploying influencers who amplify and credential our efforts.

Who We Are


Brand Marketing
  • Breaking Down the Label: Hispanic, Latino, Latina or Latinx?

    Amelia Gomez

    October 14, 2020

    Amelia Gomez As a young girl, when friends would ask me “where are you from?” I’d respond, “I’m Cuban.” Until one day, my mother – a Cuban exile who fled the island at 17 years old to escape Fidel Castro’s dictatorship – heard me and quickly corrected me. “Amelia, you’re not Cuban. You are Cuban-American.” As a...

  • Compassionate Communications in Brand Marketing

    Lauren Winter

    October 6, 2020

    Lauren Winter In recent months, our world has turned outside in and the effect of the pandemic on our lives has been substantial. Meeting rooms have turned into video conferences, planned vacations are trips to the park. Life as we knew it was put on pause and switched to another channel at the same time. It is...

  • Consumers Have Spoken: How Will You Show You Have Listened?

    Depali O'Connell

    October 1, 2020

    Depali O’Connell We are all activists now. The blinkers are off and ordinary people are seeing the world laid bare. It’s messy, it’s difficult – and at times it’s downright depressing – but above all, there’s hope. And that is what corporates now hold in their hands. The hope of millions of people is being placed at...

  • The Class of 2020 – A Generation Like No Other

    Marie Morgan

    September 10, 2020

    Marie Morgan A couple of months ago, when I told people that I felt most sorry for 18-year olds during the pandemic, most looked at me with a puzzled expression. Why, they said – they have no real responsibilities, no loss of earnings, and besides they all got away with not doing any exams and will get...

  • Gen C: A New Virtual Sanity

    Lauren Winter

    July 21, 2020

    Lauren Winter As management thinker Peter Drucker once said, "culture eats strategy for breakfast," but right now brands need to get strategic about their cultural approach. It has become my mantra over the past few months, it’s not enough to be culturally aware, we must be culturally committed. We are reframing and resetting and with that comes...

  • Understanding Gen Z: Defining Moments for a Generation

    Kyla Brinkley

    May 20, 2020

    Kyla Brinkley While news surrounding millennials and their choices continues to appear in headlines, the generation that follows — Generation Z — is also trending as its members grow older, begin entering the workforce and continue increasing their buying power. Now, as COVID-19 decisively alters this generation’s future, it’s more important than ever to understand the moments...

  • Supporting Small Businesses During a Pandemic

    Joash Mencias

    May 6, 2020

    Joash Mencias Last year, small businesses employed nearly half of the United States’ workforce, driving job creation and economic growth. Under normal circumstances, we would celebrate the accomplishments of the small business community this National Small Business Week. The coronavirus pandemic has upended those plans, with the Small Business Administration indefinitely postponing the annual commemoration. Meanwhile, small...

  • Community in a Time of COVID-19

    Rachel O'Malley

    April 30, 2020

    Rachel O’Malley Humans are notoriously bad at anticipating how a catastrophe might affect them, particularly if they don’t have an existing benchmark to measure against, so lockdown has carried its own specific set of frustrations. The speed at which our normal changed was so swift that if you blinked you might have missed it. Whilst workplaces may...

  • Bringing Brands Back to Earth

    Amity Harrold

    April 22, 2020

    Amity Harrold A few months ago, I would have bet on Earth Day 2020 being D-day for brands to prove their sustainability creds. The consumer mindset well and truly shifted to ‘green’ in 2019, with many changing lifestyle and consumption habits to reduce their personal impact on the climate. Businesses had been put on notice: Either step...

  • Culture Over Consumption

    Lauren Winter

    April 14, 2020

    Lauren Winter We’ve just come out of a frenzied decade of consumerism moving at such pace alongside social purchasing abilities that new vocabulary, jobs, scrolling injuries came into play - and that phenomena, in a nutshell, could be described as content. But what does the word even mean — so vapid in its usage we tagged on...

  • Marketing for Our Favorite Furry Family Member

    Reagan Bennett

    April 10, 2020

    Reagan Bennett Cute pic of kitten or puppy; healthy dog running through a field = pet brand marketing campaign sewn up. Right? Wrong. Marketing to pet lovers can be a complex landscape to navigate. Valued at $225 billion, the United States pet care industry is highly saturated, highly competitive and as any pet owner will tell you, highly emotive. The stakes are...

  • The Era of Post-Traumatic Marketing

    Candace Peterson

    April 6, 2020

    Candace Peterson Helping Consumers Cope After COVID-19 Like a therapist might, I often turn to an exercise that explores the emotions consumers experience with a brand and how the brand makes them feel. I ask questions like: Overall, how would you describe your consumers’ mood? How are they feeling? What are they expecting to feel? What’s bothering...

  • Keeping Creativity Alive

    Jacob Porpossian

    March 24, 2020

    Jacob Porpossian “These sure are interesting times!” That was the common phrase used by friends and colleagues during our first FH-WFH (Work From Home) week. And honestly, how can you disagree? It was a whirlwind as we all started to grasp and understand what our new reality not only meant for our clients but also how we...

  • While You Were Sleeping…

    Miranda Kusama

    March 13, 2020

    Miranda Kusama It’s hard to miss the interest surrounding that magical time when your head hits the pillow ‘til your alarm blares (hopefully) eight hours later. From new industry buzzwords like sleep debt, social jet lag, even clean sleep, to the constant discussion – How much did you sleep? How was your sleep? You look tired –...

  • How a Day Celebrating One of America’s Favorite Cocktails Can Open the Door to an Entire Industry

    Alex Roberts

    February 21, 2020

    Alex Roberts When was the first time you experienced tequila? Let me guess – a shot on your 21st birthday? And what was your experience? Perhaps a burning sensation, followed quickly by the taste of salt and a lime. A notorious first experience that for many Americans is inherently bad, it’s no surprise that it could deter...

  • Lessons in (and from) Black History

    Jon Bennett Gray

    February 17, 2020

    Jon Bennett Gray Like many kids, my mom put me through what felt like countless hours of flash card drills. Math, grammar, spelling, you name it. But for all the flash cards I’ve forgotten, there’s one set I think of often: Famous Black People in American History. Not long ago, I decided to see if it was still...

  • Do's and Don’ts During Chinese New Year

    Helena He

    December 18, 2019

    Helena He Chinese New Year (CNY) is quietly approaching. Observed by one fourth of the world’s population, CNY is a celebration of another year of prosperity and a time of gathering. The holiday is typically celebrated for sixteen days from New Year's Eve to the Lantern Festival – each day with different activities and taboos, as observers...

  • Telling a Complete Brand Story

    Mandy Levings

    December 11, 2019

    Mandy Levings Brands often struggle to tell a complete story. It’s even more challenging to tell a story that inspires consumers to sit up and listen – let alone act or change behavior as a result of said story. Does a brand tell a story about our products and services or a story about its heart and...

  • A Solution to the Retail Apocalypse?

    Tina Manzo

    December 1, 2019

    Tina Manzo With the so-called “retail apocalypse” upon us, it is no surprise the retail industry now considers joining in on societal issues as a major tool to win over conscientious consumers. When it comes to taking a stand, most brands that choose a side are commonly looked at as brave, bold and more connected to customers’...

  • How Do Brands Win the Hearts and Minds of Consumers in a New Space?

    Candace Peterson

    October 7, 2019

    Candace Peterson For a brand to enter a new space, it needs to set itself apart from the competition. Historically, this might have meant a pizza company with faster delivery. Or, a new brand of gum with flavor that lasts five times longer. Seems simple enough, right? But, what happens when the attributes today’s consumers really care...

  • Focused on Products and Services? You’re Only Half Right 

    Paul Vosloo

    September 27, 2019

    Paul Vosloo The relationship between corporate brands and customers has changed dramatically over the past decade. Today’s audiences are no longer just passive consumers. They want to be part of the conversation — and are increasingly vocal in their expectation that businesses take a stand on social issues. They want to buy from, and work for, companies...

  • Are Companies Overlooking "Forgotten Issues"?

    Alexa Waltz

    September 4, 2019

    Alexa Waltz Consumers today are making purchasing decisions on more than just the customer or product benefits, also weighing aspects like what a company is doing for society and its environmental impact. Brands are increasingly aware of the expectation and supporting causes that they may not have touched 30 years ago. But taking a stand isn’t easy,...

  • Five Retail Trends Making the Grade for Back-to-School Shopping

    Mandy Levings

    August 19, 2019

    Mandy Levings Retailers are expecting record spending at the start of the 2019 school year given the nation’s growing economy. The National Retail Federation reports that total spending between K-12 and college shoppers is predicted to reach $80.7 billion. So, who is buying what? Gen Z is spending more of their own money on back-to-school shopping. Rather...

  • Brands Are Couch Surfing Their Way Into The Screens Of Consumers – Here’s Why

    Pritni Sandhu

    August 9, 2019

    Pritni Sandhu Tomorrow, many consumers will be taking advantage of National Lazy Day. Couches will be surfed and screens – this includes phones, tablets and TVs – will be lit up. For brands, this means more opportunities for exposure, higher engagement and awareness in consumers’ homes, as more and more individuals opt for In Your Home (IYH)...

  • Marketing to Mom at Mother’s Day

    Liz Hawks

    May 10, 2019

    Liz Hawks Mother’s Day is upon us and it’s a big deal not just for moms, but brands as well. In fact, consumers spend $8B more at Mother’s Day than Father’s Day. But, if Mom is supposed to be queen of the day lavished with attention and gifts, why is Mom herself the recipient of so many...

  • One-to-One Empowerment

    Candace Peterson

    June 22, 2018

    Candace Peterson As my Cannes Lions experience draws to a close on the last day of the Festival, I feel quite like I just consumed a magical creative elixir that’s now coursing through my veins. And, no, I’m not referring to the rosé. Unlike my daily industry news feeds that keep me apprised of the best brand...

  • A World Cup without the United States, but Not Without American Fans

    Jorge Diaz de Villegas

    March 20, 2018

    Jorge Diaz de Villegas The U.S. Men’s National Team (client) suffered a surprising and disappointing exit last fall in the 2018 FIFA World Cup qualifying tournament, but just because the U.S. won’t be fielding a team on the world’s grandest soccer stage, it doesn’t mean there won’t be plenty of fans in our country following the competition. Marketers should...

  • Sports at the Speed of Social: Key Takeaways

    Steve Hickok

    November 3, 2014

    Steve Hickok Last week, FleishmanHillard hosted a panel discussion for a packed room at the 2014 Holmes Global PR Summit on the topic of “Sports at the Speed of Social.” Arguably, no industry has been more impacted by the explosion, and constant evolution, of social media than the world of sports. Moderated by FleishmanHillard's Mitch Germann, alongside...

  • If an illegal immigrant isn't counted, is she there?

    Jorge Diaz de Villegas

    February 5, 2010

    Jorge Diaz de Villegas This past week, the top two Republican candidates vying for the Senate seat Mel Martinez will be vacating, engaged in a war of words over whether the Census should count illegal immigrants in its tally of the US population. The pragmatist, Charlie Christ, looked at the issue from the point of view of his current...

  • Could This Be the Beginning of a Tectonic Media Shift?

    Jorge Diaz de Villegas

    March 18, 2008

    Jorge Diaz de Villegas And I thought I would never see the day - but times do change. The Miami Herald reported this morning that Telemundo and Televisa have reached a 10-year agreement to have Televisa distribute Telemundo programming in Mexico. The deal itself probably won’t have a major immediate effect on the US media market, but combined with...

Most Recent

  • Breaking Down the Label: Hispanic, Latino, Latina or Latinx?

  • Compassionate Communications in Brand Marketing

  • Consumers Have Spoken: How Will You Show You Have Listened?

  • The Class of 2020 – A Generation Like No Other

  • Gen C: A New Virtual Sanity

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