NEW YORK: Fleishman-Hillard has launched Communications Consulting Worldwide (CCW), a measurement-based consulting business.
The venture is the result of a two-year investment by Fleishman and input from Paul Argenti, professor of corporate communications at Dartmouth's Tuck School of Business. He will also serve as CCW's chief adviser of strategic consulting services.
Peter Verrengia, Eastern regional president of Fleishman, will also act as CCW's managing partner. It will be powered by Predictiv, a consulting firm specializing in intangibles valuation and performance outcomes.
Argenti said the company's approach would help communications professionals conduct measurement that links the value of their activities to business outcomes like revenue, profit, and customer retention.
"It puts communications in the same realm as advertising," he added. CCW's flagship product will be Communications Copilot, a tool that measures and guides communications tactics and programs.