Omnicom unveils offering One Hundred to aid nonprofits' philanthropic efforts

One Hundred comprises the following agencies from across the DAS portfolio of brands: Changing Our World, Critical Mass, Interbrand, Ketchum, Porter Novelli, and Russ Reid.

NEW YORK: Omnicom Group division DAS Group of Companies has launched One Hundred, an offering designed to enhance nonprofits’ philanthropic efforts.

Led by managing partner Brian Crimmins, One Hundred comprises the following agencies from across the DAS portfolio of brands: Changing Our World, Critical Mass, Interbrand, Ketchum, Porter Novelli, and Russ Reid.

All six agencies have worked together in the past and each has its area of expertise, said Crimmins, who is also CEO of Changing Our World.

Changing Our World will provide clients with nonprofit strategy and capital campaign/major donor fundraising; Critical Mass will provide digital expertise; Interbrand will counsel clients on branding; Ketchum will provide research and analytics; Porter Novelli will offer PR services; and Russ Reid  will aid clients with direct response.

"I saw the philanthropic marketplace grow more savvy and sophisticated in understanding the importance of brand, marketing, comms, and fundraising, and that they all need to be integrated," Crimmins told PRWeek. "So we put an end-to-end solution in one place that has experience working with nonprofits to help the nonprofits see how to integrate these key areas and drive resources for their mission."

As CEO of nonprofit and philanthropic consulting firm Changing Our World, Crimmins said he saw the rising demand for integrated communications in the nonprofit sector as it "came of age."

"This has created a lot of noise in the sector and one of the big challenges is making each nonprofit distinct and unique, providing consumers with the reason why they should give money to them," Crimmins said. "The second big challenge is taking the next step and recognizing the importance of integrating their services. Oftentimes they’re siloed — fundraising, communications, branding, and so on — but they need to work hand-in-hand."

Omnicom agencies have worked with nonprofits in the past, helping to raise billions, according to Crimmins. In 2014 alone, Omnicom agencies worked with more than 1,200 nonprofit organizations.

One Hundred’s launch follows Omnicom Group’s creation in February of a PR umbrella group known as Omnicom Public Relations Group. Former Porter Novelli CEO Karen van Bergen in charge of the unit with its agency CEOs reporting to her. Van Bergen is reporting to DAS Group of Companies chairman and CEO Dale Adams. Longtime Porter veteran Brad MacAfee, previously the firm’s North American president, replaced her as the agency’s CEO.

Omnicom Public Relations Group encompasses 10 primary PR agency brands, including FleishmanHillard, Ketchum, Porter Novelli, Marina Maher Communications, Portland, Cone, and Mercury. The unit sits within DAS, which comprises more than 200 companies, operating in 700 offices across 71 countries.

Last week, it was reported that Omnicom Group’s PR revenue in the first quarter of 2016 was down 0.9% organically to $318.8 million. It was the second straight quarter in which its PR firms reported an organic revenue decrease.

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