PALO ALTO, CA: Global Fluency has cut six people from its Palo Alto office to reorganize the agency as a multifaceted marketing firm.
The staff members consisted of media relations experts across all experience levels, said Liz Miller, VP of programs and operations at Global Fluency. The employees were notified of the layoffs January 9.
“Our opportunities at Global Fluency are shifting,” Miller said. “Clients aren't looking for single competency agency, they're looking for multi-tiered programs... So we are reorganizing and restructuring the overall competency of Global Fluency.”
Following the cuts, the Palo Alto office employs 24 staff, but there are plans to expand its multichannel marketing operations, including sales generation programs, direct-mail management, and online programs.
“We are certainly not adding as quickly as we would in a robust economy, but we are certainly adding competencies,” Miller noted. “But this is in response in the economy in that we have seen the writing on the wall and PR-only is not what [clients] are looking for.”
She said it has not yet been determined whether Global Fluency's New York office would also conduct layoffs.
“We are not in a position where we have to make cuts to stay afloat,” she said. “It's really just need-based shifts and total organization realignment.”