NEW YORK: PainePR has rebranded and joined with three EDC Communications Group sister agencies in a global alliance known as Citizen Relations.
Paine has changed its name to Citizen Paine, effective immediately. Canadian firm Optimum has rebranded as Citizen Optimum, and UK-based firms Band & Brown and Brando have merged into Citizen Brando.
Daryl McCullough, CEO of Citizen Paine, will lead the organization as chairman.
“We've been working together and sharing multinational client work for years, and we saw the opportunity to be stronger as one global organization,” said McCullough. He added that the creation of the global PR brand will help the firm better serve clients regionally and internationally.
Paine's operations and client list will not change with the new brand, explained McCullough.
“It's a rebranding that formalizes existing partnerships that have been strong over the last several years through our holding company,” he said.
Citizen Relations will be supported by additional strategic partnerships with SPRG in Asia, Jeffrey Group in Latin America, and Creative Crest in India.
“The world of communications has been changing seismically, and this new brand Citizen Relations captures the spirit of that shift,” McCullough added. “It is further supported by the globalization of communications and the client's interests and needs in having representation around the world.”