NEW YORK: Fleishman-Hillard is looking to expand from its role as Perdue Farms' marketing PR and social media AOR into providing consolidated advertising, digital, and social media representation for the company.
Perdue has launched a review process to find a fully integrated agency to handle all its outreach and marketing efforts in order to enhance “consistency in management and better integration of activities,” said Julie DeYoung, spokesperson for Perdue and former VP of corporate communications for the company.
Fleishman, which has been Perdue's AOR for marketing PR and social media for the last five years, is participating in the review, having strongly developed its advertising department in the last year.
Steve Hardwick, president of the agency's Eastern region, said that president and CEO of Fleishman Dave Senay wants the firm “to become the most complete communications company in the world,” which is one of the reasons he was hired 14 months ago.
Over the last year, Hardwick has been working to grow the firm's advertising team by strategically recruiting people from both the creative and business sides, and now the team consists of nearly 40 people, most whom are based in New York.
“Until the last three months, we haven't been talking about it too much because we've been building it and I didn't want to put on smoke and mirrors,” he explained. “I waited until I had the personnel and I brought in a lot of people from my advertising past, and then I waited six or seven months for the team to gel because the inside PR folks had to understand that this was a complement to, not a replacement for [them].”
The agency is currently involved in four account pitches, three of which are consolidations.
“I believe that leadership has to be demonstrated, not declared,” he added. “I want to be able to demonstrate the capability we have—not say we can do it, but show that we did it.”
In May, daily deals website LivingSocial tapped Fleishman as its US AOR, and in July, worldwide health insurer Cigna hired the agency as its global AOR after a highly competitive RFP process involving 13 agencies.