Forbes picks Horn as AOR to promote digital offerings

NEW YORK: Business and financial news publisher Forbes Media has hired Horn as its PR AOR to generate awareness of the company's innovations and conduct traditional media outreach.

NEW YORK: Business and financial news publisher Forbes Media has hired Horn as its PR AOR to generate awareness of the company's innovations and conduct traditional media outreach.

Forbes Media, which operates Forbes.com and Forbes magazine, hired Horn because of the agency's experience helping traditional media companies promote their digital assets, said Ben Billingsley, partner at the agency.

Horn, which rebranded from Horn Group earlier this year, has worked with The New York Times as well as USAToday and parent Gannett Co., he added.

Mia Carbonell, SVP of corporate communications at Forbes, said via email that the company “is operating today like a 95-year-old start-up” and it “has been successful in placing authoritative journalism at the center of the social media experience.”

She added that the agency “has an expertise in digital communications and understands how social media is transforming the publishing industry.” The company also works with Brown Lloyd James in Europe and Catherine Ong in Asia.

The agency will work to highlight Forbes' sustainable contributor platform for journalists, as well as AdVoice, which Billingsley described as a “new approach to integrated editorial content with marketers' content.”

In terms of media outreach, the agency will focus on advertising and publishing trade magazines, he added.

Horn is also working with the company's management to support thought leadership and to promote editorial content with its internal communications team.

With a team of four staffers working from its New York office, Billingsley said Horn is also handling social media for Forbes. 

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