Olson rebrands PR team

CHICAGO: Olson has rebranded its PR and social media unit as Olson Engage to highlight the firm's integrated work.

CHICAGO: Olson has rebranded its PR and social media unit as Olson Engage to highlight the firm's integrated work.

The agency has more than 450 staffers, 88 of which are part of Olson Engage. The group changed its name because it “didn't feel like PR accurately reflected” what the agency does for clients, said Bryan Specht, president of the revamped PR unit.

Olson's work is about “engagement” and creating content and experiences through a mix of media relations, digital, social, and experiential work, said Specht.

“Traditional PR is still a critical element of what we do,” he added.

The renaming also helped Olson add more structure to its “open, fluid” unit by letting staffers specialize in various divisions, such as creative, multicultural, media relations, emerging media, consumer, corporate, and public affairs.

Olson Engage Chicago

Josh Lohrius, executive creative director at Olson Engage, has developed a creative team within the unit. Lohrius has worked at Olson since it acquired Dig Communications at the end of 2010.  

The agency's other groups include Olson, which handles brand and digital work, and Olson 1 to 1, which focuses on loyalty marketing. Although the three units have distinct identities and pitch for business separately, they all operate under one profit-and-loss statement.  

Earlier this summer, Olson expanded its footprint in the US by opening an office in New York dedicated to its PR and social media unit. Its other locations include Chicago, Minneapolis, San Francisco, and Toronto. The firm posted 5% revenue growth in 2012 to $14.75 million as it brought on AOR accounts from clients Oscar Mayer, Reynolds Consumer Products, and Kraft Foods' corporate account.

The agency has also recently won a number of significant accounts including Cars.com, which will include PR and social media work, as well as MillerCoors brands, Crispin Cider, Jacob Leinenkugel Brewing Company, and Redd's Apple Ale.

Olson also expanded its work with the Belize Tourism Bureau, which previously consisted of advertising and digital assignments, to include PR and social media. The firm won a review for the additional business.

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