WS alliance breeds suite of products

NEW YORK: The five-month-old Weber Shandwick-Faith Popcorn's BrainReserve alliance has borne a suite of products called InCulture Communications.

NEW YORK: The five-month-old Weber Shandwick-Faith Popcorn's BrainReserve alliance has borne a suite of products called InCulture Communications.

First up are two modules: InCulture Consumer Connection, a service focusing on improving a company's marketing strategy and messages; and InCulture Innovation Exploration, which is meant to help companies improve their corporate culture and external communications.

"If we can creatively strengthen their corporate messaging platform and figure out how to weave that through to consumers, it's something that's really attractive to clients," said Billee Howard, co-director of the alliance at WS.

Jennifer Risi, co-director of the alliance, added that the products would also be useful for clients interested in "owning" a specific market segment.

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