New plan calls for specialist groups at Morgen-Walke

NEW YORK: Business communications firm Morgen-Walke Associates has

revamped its internal structure from a generalist practice to individual

practice groups.

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."

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