The agency rolled out paid print and digital ads with The Wall Street Journal on Wednesday for AlixPartners. In addition, last weekend, a new corporate website, created by Fleishman's digital team, went live. The site includes tie-ins to Facebook, Twitter, and LinkedIn, and also features RSS capabilities.
In an email to PRWeek Peter Cosco, CMO of AlixPartners, said he considers advertising a complement to the company's overall communications plan and strategy, and that Fleishman fits that equation.
"Fleishman has been solid for us in all facets of media relations for the better part of two years," he continued. "We added advertising creative, Website build, and digital/social strategy nine months ago, so all the pieces were connected and had the same sensibilities: one voice, look, and feel for all our communications."
"When it really matters," the campaign's moniker, is being targeted at the C-suite, a much broader audience than the "stressed and distressed company" crowd AlixPartners mainly catered for nearly 20 years ago, Cosco said. The consulting firm has grown from 200-plus employees with three domestic offices to approximately 1,000 people in 16 offices worldwide.
Cosco declined to disclose budget for the comprehensive campaign, which he said would be ongoing and implemented into the company's "regular marketing mix."
Fleishman began working with AlixPartners as PR AOR two years ago, said Steve Hardwick, the Omnicom agency's New York GM, adding digital and advertising in the last year. Hardwick is also president of Fleishman's Eastern region."If you think about paid, earned, shared, and owned, we've expanded into paid," he said. "We are able to talk across that communications spectrum. Fleishman has done lots of different kinds of advertising, typically issues advertising and some political work through our partner agencies, but this is the first real broad-reaching effort to come out of Fleishman."
Bill Power, senior partner and director of integration for Fleishman, is heading up day-to-day activities for the account.