NEW YORK: Marina Maher Communications launched the “Creative Catalyst Group” this week, comprised of entertainment, social, and traditional media specialists.
The group reports to Susan Bean, previously a senior partner at Fleishman-Hillard. She led the consumer media, social media, and entertainment group for the AT&T account at Fleishman.
Marina Maher hired Bean last April as EVP of its media connections practice, focusing on traditional and social media and brand experience events for clients. She spent her first year at the firm “revamping [the group] to reflect the changes in media” to meet client needs.
In November, Omnicom Group acquired Marina Maher.
The Creative Catalyst Group, staffed by media creatives who are well-versed in pop culture, is tasked with the creation of branded storytelling, sharable content, experiential events, and targeted influencer engagement for all clients.
“It's important to create a story that can go across all media, whether advertising, online, earned, paid, or elsewhere,” explained Bean.
The group had “about eight people” when Bean was hired, according to Debra Gaynor, Marina Maher's chief business strategist. The group now has 15 members — more than 10% of the agency's staff — a number Bean hopes to grow to “about 20” in a year.
Prior to joining Fleishman, Bean worked as a journalist and senior producer at The CBS Evening News for 28 years.