Fleishman retools its DC office, will focus on social marketing

WASHINGTON: Fleishman-Hillard has revamped its Washington, DC office, promoting manager Paul Johnson to head the mid-Atlantic region, and forming a social marketing practice.

WASHINGTON: Fleishman-Hillard has revamped its Washington, DC office, promoting manager Paul Johnson to head the mid-Atlantic region, and forming a social marketing practice.

WASHINGTON: Fleishman-Hillard has revamped its Washington, DC office, promoting manager Paul Johnson to head the mid-Atlantic region, and forming a social marketing practice.

The latter builds on Fleishman's work for the Office of National Drug Control Policy (ONDCP) and will be headed up by Beverly Schwartz.

Since winning the ONDCP business, Fleishman has won contracts with the Department of Education to promote use of technology in education colleges and with the EPA to urge young girls to use sunscreen.

Schwartz said social marketing (SM) was about 'behavioral change for societal good,' but that it frequently gets confused with cause-related marketing or routine public affairs. Some advertising that purports to be SM is really just to raise awareness or change attitudes, not promote behavioral change, a discipline in which Schwartz asserted PR is more effective through more focused and cost-efficient targeting.

'We're trying to unfuzz the definition of SM so the Fleishman brand of social marketing will be associated with promoting behavioral change, what it means and how to go about it,' said Schwartz, who has a Master's degree in behavioral science.

Meanwhile, Johnson, who has been credited with expanding the DC office twofold, will now oversee the DC and Atlanta offices; R. Duffy Wall, the firm's government relations company, and Greer, Margolis, Mitchell, Burns.

Martha Boudreau has replaced him as general manager of DC.



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