The agency is already working with clients BAA Retail, Dell, P&G and Business Link on digital media initiatives and plans to recruit new-media specialists for the service, although it has not disclosed an exact number.
GCI UK chief executive Mark Cater said: ‘Whether managing corporate reputation in the blogosphere or creating online word-of-mouth campaigns for consumer brands, we have the expertise to leverage digital media in a way that engages audiences and builds genuine advocacy for clients.’
The agency is to formally launch its digital service on 1 March at a ‘Digital Media Exploratorium’. The forum will discuss the emerging digital media landscape and what it means for PR and marcoms professionals. Parker, who will have the job title GCI London head of digital media, will co-host the session at the agency’s London offices.
The agency is also planning to launch a ‘Sponsorship & Partnership’ initiative under associate director Ben Padfield.