NEW YORK: Business communications firm Morgen-Walke Associates has
revamped its internal structure from a generalist practice to individual
The 21-year-old agency began the change last quarter, but just last week
announced the first wins for its healthcare group - Odyssey Healthcare
and Alliance Medical. The other three practice groups are
retail/consumer, financial services, and technology.
Bob Jones, Morgen-Walke CEO, said agency strengths such as healthcare -
which represented close to 20% of agency billings - were buried under
the old structure.
"We've tried to change in a way that wasn't disruptive to clients, but
we're much more focused now on specializations within sectors," said
Julie Freeman, president of the International Association of Business
Communicators, said the generalist versus specialist pendulum has swung
since the beginning of agency organization, but that both methods are
"The advantage of practice groups is you can have specialists that bear
down and have specialty in one field," said Freeman, "while the
advantage of generalists is they may be able to bring ideas and
solutions from all kinds of fields, integrate strategies, and help
clients in more than one way."