FleishmanHillard rebrands, emphasizes integration

NEW YORK: FleishmanHillard has rebranded, removing the dash in its name and introducing a new brand platform, logo, and tagline. The agency has also launched an integrated campaign to unveil its brand.

NEW YORK: FleishmanHillard has rebranded, removing the dash in its name and introducing a new brand platform, logo, and tagline. The agency has also launched an integrated campaign to unveil its brand.

The rebranding comes as FleishmanHillard positions itself as a fully integrated communications firm. The new tagline, “The Power of True,” reflects the firm's identity, ethics, insights, and commitment to client service, said president and CEO Dave Senay.

“Our mission is to become the world's most complete communications firm,” he said.

The logo, designed by agency staffers, unites the founders' names and includes a complementary symbol consisting of two vertical lines and three horizontal bars.

FleishmanHillard's creative and production teams developed the rebranding campaign, which will debut in the US May 1 before expanding to international markets. It will include PR, advertising, digital, and social media components. The campaign's strategy is to “be the media, not in the media,” FleishmanHillard CMO Stephanie Marchesi explained.

As part of the effort, the Omnicom Group agency is launching a digital magazine called FleishmanHillard TRUE. The online publication will release a themed issue each quarter and refresh its content each week. Aimed at a C-suite audience, the magazine will publish thought leadership from a mix of FleishmanHillard executives and outside experts. For example, the May 1 issue will include interviews with Chobani CEO Hamdi Ulukaya and Hyatt CMO John Wallis.

The firm hired journalist Pat Wechsler as editor and content strategist of TRUE. Wechsler formerly worked at media outlets such as BusinessWeek, Bloomberg News, Crain's New York Business, New York, and Newsday.

FleishmanHillard filmed a commercial to introduce the new brand, and its media planning team also placed ads in broadcast and digital outlets, trade and mainstream business media, and outdoor displays.

The agency redesigned its corporate website, which will relaunch May 1, as well as its internal intranet. It will also refresh its social channels and update its 24 individual country sites.

FleishmanHillard developed the new brand platform after conducting more than 100 one-on-one interviews with employees, clients, and industry observers.

Despite the refresh, the agency continues to consider itself a PR firm, Senay said.

“PR is still at the heart of who we are,” he said. “We want to start taking market share from other disciplines.”

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