GLOBAL – UNITED STATES, MAY 3, 2013 — FleishmanHillard has 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.
FleishmanHillard is redefining 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 increasinglyheard 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 new logo equally reflects the firm’s transformation, unting names of both founders – Fleishman and Hillard – on one line to reflect the heritage of the firm and the originators of modern public relations.
“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 vertical bars tell the story of a firm deeply rooted in the industry sectors and communications capabilities most important to clients. The horizontal bars representFleishmanHillard’s ability to innovate, integrate and redefine the boundaries of traditional public relations.
New digital magazine
In line with the corporate branding, the company is launching FleishmanHillard TRUE – a digital magazine engaging 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.
Veteran journalist Pat Wechsler has been appointed as editor and content strategist, joining FleishmanHillard with more than 25 years’ experience as a writer and editor at 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.
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 NickChilds, FleishmanHillard executive creative director. “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.”
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 US and will expand across international markets.
A new corporate website that reflects the firm’s refreshed brand and positioning also makes its debut.It can be viewed at fleishmanhillard.com.
In Manila, the FleishmanHillard office is led by senior vice president and general manager Cosette Romero.
