Saatchi & Saatchi S starts PR, social media practice

SAN FRANCISCO: Saatchi & Saatchi S, the agency network's sustainability firm, has launched a PR and social media practice. The agency has hired Jessica Appelgren as VP of communication to lead the unit from its global headquarters in San Francisco.

SAN FRANCISCO: Saatchi & Saatchi S, the agency network's sustainability firm, has launched a PR and social media practice. The agency has hired Jessica Appelgren as VP of communication to lead the unit from its global headquarters in San Francisco.

Previously, the Publicis Groupe-owned firm focused primarily on executive and internal communications for sustainability programs, but the practice will include external communications and campaign-launch capabilities, said CEO Annie Longsworth.

“Communications has to be louder and better in order for sustainability to get to the next level,” she said. “I felt that we were doing ourselves a disservice by not taking it to that level.”

Appelgren joined the agency in May from Blue Practice, a boutique PR agency focused on sustainable and clean technology companies. Longsworth, previously president of Cohn & Wolfe's San Francisco office and founder of the firm's global sustainability practice, was hired as CEO of Saatchi & Saatchi S in January with the goal of expanding its communications function.

Longsworth added that the firm plans to hire more staffers for the practice as it expands.

Saatchi & Saatchi S unveiled a redesigned website on Monday as part of the launch, with the tagline “make sustainability irresistible.” The agency hopes to broaden its work with clients to encompass PR and social media, as well as bring on clients for PR initiatives. The agency's clientele ranges from large corporations such as AT&T and Frito-Lay to small clean tech startups.

“A lot of companies are doing amazing sustainability work, but we were missing opportunities to communicate about what that is,” Appelgren said.

Most recently, Saatchi & Saatchi S worked with cellulosic ethanol producer Edeniq on brand messaging and PR strategy. The firm will help to unveil the company's new logo later this month.

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