Veritas to blend PR, advertising in new model

MDC Partners' Veritas Communications is creating a new business model for the firm through the launch of its Growth & Innovation Lab.

TORONTO: MDC Partners’ Veritas Communications is creating a new business model for the firm through the launch of its Growth & Innovation Lab.

The lab, which will blend ideas and practices from both PR and advertising, will house insights, strategy, creative innovation, digital, influencer and social measurement, events, and publicity at the firm.

Veritas has hired former GolinHarris executive director Nicola Moore to serve as chief strategist of the lab. The firm is planning to make several other hires, including a creative director, digital strategist, analytics team, and events and publicity experts.

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