NEW YORK: Omnicom Group recently unveiled a new women-centric consultancy, G23, to provide strategy for clients seeking to create and build on relationships with female consumers, stakeholders, and employees.
Led by Omnicom EVP, Janet Riccio, G23 is supported by Omnicom senior female communications leaders across each marketing discipline, including Marian Salzman, Porter Novelli (PN) CMO; Julie Winskie, PN president and chief officer; and Sharon Love, CEO of consumer marketing and communications at TPN. It has approximately 25 members, who work outside of their respective companies on a project-by-project basis.
“We are not looking to do anything that could be done by current consultancies, like in the realm of PR,” said Winskie. “We really stand for something quite different, but it's meaningful that PR is engaged in it. We are integrated and diverse in our orientation at the very outset of communication with the client.”
G23 sprang from a meeting Riccio took with one of Omnicom's Diversified Agency Services' companies, which was refocusing its brand to become more “women-centric” “as a selling point for clients,” about a year ago.
“There are people that still look at women as a niche,” said Riccio. “We think we'll be able to bring a perspective to our clients that has heretofore not been brought to them.”
The all-female consultancy will also tap into research evaluating the different economic behaviors and beliefs of women around the world, by Pacific Ethnography and Harris Interactive, entitled “The 8 Female Tribes that Power the Global Economy.”