Web strategy not just for tech at F-H

WASHINGTON: Fleishman-Hillard is initiating a global push to take Web strategy out of its tech practice by integrating online and offline communications services throughout the network. The promised result is that account executives in all 10 of its practices will be fully fluent in online strategies and technologies.

WASHINGTON: Fleishman-Hillard is initiating a global push to take Web strategy out of its tech practice by integrating online and offline communications services throughout the network. The promised result is that account executives in all 10 of its practices will be fully fluent in online strategies and technologies.

WASHINGTON: Fleishman-Hillard is initiating a global push to take Web strategy out of its tech practice by integrating online and offline communications services throughout the network. The promised result is that account executives in all 10 of its practices will be fully fluent in online strategies and technologies.

'No longer should a PR agency have a stand-alone interactive unit. It has to be embedded completely in the fabric of the organization,' said David Wickenden, F-H senior vice president and senior partner.

Inherent in the plan is creating a 'company within a company' that will seek to further the knowledge of interactive communications throughout the agency.

The plan also called for developing standardized databases for media and audience analyses, increasing the ability of the agency and its subsidiaries to conduct online analysis, testing and measurement, and to offer services that include strategic e-business consulting.



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