LOS ANGELES: Fleishman-Hillard has launched a new practice devoted to the lesbian, gay, bi-sexual, and transgender (LGBT) market.
Called FH Out Front, the practice is based dually in Washington, DC, and San Diego, and is headed by SVP Ben Finzel and VP Phillip Sontag.
"Research estimates the buying power of the lesbian, gay, bisexual, and transgender community ... at $450 billion annually," said John Graham, Fleishman's chairman and CEO. "FH Out Front represents a structured, strategic approach to communicating with a large group that has unique needs and interests."
The practice starts out with about 15 members working from several cities. Members were recruited following internal conversations to find employees who were members of the LGBT community or had experience working with it.
Currently, the team is working on projects for Eastman Kodak and handling pro bono work for Parents, Families, and Friends of Lesbians and Gays.
Finzel said the practice had been in development for more than a year and was based purely on economics. "The launch of this practice has nothing to do with politics and everything to do with business," he said.