Porter Novelli: Agency Business Report 2008

"We'd really like to see the addition of significant business in CSR going forward, [as well as] take advantage of some of the new talent that's been added to provide key counsel at high levels of integrating the campaigns," says Stockman.

Outlook
"We'd really like to see the addition of significant business in CSR going forward, [as well as] take advantage of some of the new talent that's been added to provide key counsel at high levels of integrating the campaigns," says Stockman.

In 2007, PN sought to increase the clarity and depth of client campaigns and solutions strategies via its proprietary methodology PNPoint Insights, which focuses on how to best target key demographics and continue to engage in conversations. This effort to retool proprietary methodology began in 2006.

"At the end of this quarter, we will have more than 300 people trained in this methodology," Stockman says. "This has had an incredibly positive impact [on both] new business [and] our existing clients." Stockman connects this shift with a return to PN's history of more than 30 years of social marketing and issues expertise, dating back to the agency's inception.

Staff
No headcount was reported. Senior hires included Stig Albinus, EVP, director integrated client solutions; Michael Baroody, EVP for strategic development; Lynne Brum, EVP, Porter Novelli Life Sciences. Twenty-two senior staffers departed the firm, including chairman Alan Hilburg and MD Katherine Day Bremer.

Structural changes
Several senior management changes occurred with the appointments of Helen Ostrowski to agency chairman and Gary Stockman to CEO. Also, Julie Winskie took over as Americas president, while Jean Wyllie was named EMEA president.

Regional performance

PN added to its global network with a new office in Bologna, Italy, and additional network partners in Finland, Denmark, and Sweden. The Silicon Valley office was absorbed into the San Francisco office.

Practice areas
Business is structured within disciplines, specialties, and sectors. Disciplines include marketing, corporate, and public affairs. Specialties include strategic planning and research, influencer
marketing, media relations, SR/sustainability, alliance building, ad/corporate identity, digital interactive, event management, internal communications, and crisis management. Sports management was phased out in 2007.

Accounts
New business includes work from Acciona Energy, Booz Allen Hamilton, Capital One, Cepheid, HGTV, Johnson & Johnson, PowerShares Capital Management, Primo Water Company, Safeco, and Braun, all consolidated, along with British Airways, under a global team based in the UK that also expanded into Mexico. The agency lost parts of HP's PSG program, California Biomedical Foundation, Pay By Touch, and Pew Charitable Trusts.

Financial performance
While PN cited Omnicom policy for not disclosing specifics, the firm reported that it met and exceeded expectations in terms of revenue and growth.

Outlook

"We'd really like to see the addition of significant business in CSR going forward, [as well as] take advantage of some of the new talent that's been added to provide key counsel at high levels of integrating the campaigns," says Stockman.

In 2007, PN sought to increase the clarity and depth of client campaigns and solutions strategies via its proprietary methodology PNPoint Insights, which focuses on how to best target key demographics and continue to engage in conversations. This effort to retool proprietary methodology began in 2006.

"At the end of this quarter, we will have more than 300 people trained in this methodology," Stockman says. "This has had an incredibly positive impact [on both] new business [and] our existing clients." Stockman connects this shift with a return to PN's history of more than 30 years of social marketing and issues expertise, dating back to the agency's inception.

Key facts
Principals: Gary Stockman, partner and CEO; Julie Winskie, president, Americas

Ownership: Diversified Agency Services network, a division of the Omnicom Group

Subsidiaries:
Fischer Health (a subsidiary until January 1, 2008), Porter Novelli Life Sciences

Offices:
Wholly owned - 13 US, 18 global; partially owned - 58 global

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