DALLAS: Responding to an industry atmosphere where personalized service and innovative approaches are increasingly important to clients, Fleishman-Hillard has launched a spin-off boutique agency dubbed BlueCurrent Public Relations.
The 12-person venture is based out of Dallas and headed by Larry Meltzer and Robert Martin, formerly senior partners in Fleishman's Dallas office.
"BlueCurrent will operate as a specialty agency offering clients fresh, creative ways to reach targeted consumers," explained John Graham, Fleishman's chairman. "It's a really exciting thing for us. It's something we have not done before. We think the time is right to do it, particularly with all of the concern about mass advertising not reaching the consumer."
BlueCurrent will begin by sharing Fleishman Dallas clients Hibernia National Bank and Lennox Industries.
The agency will report to Fleishman regional president Janise Murphy.
Murphy said that BlueCurrent will not compete with Fleishman, and "it is legally being created as a separate entity to accommodate potential conflicts. However, we view it as a sibling agency to Fleishman."
Murphy added that she expected BlueCurrent would organize "around specialties as opposed to geography."
"We anticipate and expect that we will have a number of packaged services that don't look like something that would come from a PR firm," she said.
The centerpiece of the BlueCurrent brand is a proprietary, three-part creative process called BlueCurrent Creative Navigator, as well as an idea-generation tool called Splashpoints.