SAN FRANCISCO: The Horn Group has developed a network of 17 partners that it says will make the firm more competitive by offering a greater breadth of services.
"I hate to use the term 'one-stop shopping,' but this enables us to have a broader offering of services," said agency president and CEO Sabrina Horn. "I think this is something the market would expect of a firm of our stature."
At the same time, Horn admitted that it would have been too expensive to simply develop these services in-house. It would have also diluted The Horn Group's focus on PR, she added.
The partner firms will be able to provide consulting, design, branding, multimedia, and international PR services.
Dubbed HGI.Net, the program allows The Horn Group to direct clients to trusted partners for services - from creating videos to providing PR in China - that The Horn Group doesn't provide.
Horn said she developed the program so that instead of just sending a client to a consultant, her 17 partners can work in tandem with The Horn Group.
Unlike other network-alliance offerings such as Global Fluency, in which the participating PR firms all tout their involvement, HGI.Net is Horn Group-centric.