NEW YORK: Fleishman-Hillard has unveiled a new practice called NGT (Next Great Thing) that will focus on using "new communications strategies" to reach consumers.
The practice, which counts Cingular among its inaugural clients, will combine Fleishman's global expertise in youth and online trends. Alan Rambam, SVP and senior partner, will head the practice.
Rambam discussed the trickling up of new communication trends, such as instant messenger moving from a youth phenomenon to a corporate staple, executives receiving information and e-mail on mobile devices, and single mothers using chatrooms and message boards for advice.
For example, he cited increasing use among children and young adults of mobile devices for watching video content. He predicted that adults will soon become comfortable with the technology as well, making it worthwhile for consumer company to create video content for mobile phones.
"We're studying how youth are communicating worldwide and applying that to other demographics," Rambam said. "Fleishman is a global company, so the idea is to find [and work with] folks in each Fleishman office who are working on NGT solutions, such as a blog, RSS, or new distribution techniques."
Rambam founded the agency's youth marketing practice in 2003. Prior to that, he served as director of the National Youth Campaign for the White House's National Campaign Against Youth Violence (NCAYV).