Cohn & Wolfe launches multicultural practice

NEW YORK: Cohn & Wolfe has revamped its four-year-old multicultural division with an expanded Latino and multicultural practice called Infuse.

NEW YORK: Cohn & Wolfe has revamped its four-year-old multicultural division with an expanded Latino and multicultural practice called Infuse.

The newly branded practice is being led by VP Kerri Allen, who has been working in the agency's Hispanic division for the last year. Allen helped create the concept for Infuse with the idea of integrating “the concept of cross-cultural communications throughout the agency,” she said. 

The main idea of Infuse is to empower all of Cohn & Wolfe's account teams throughout the US with the tools and capabilities to reach Hispanic, African-American, Asian-American, and LGBT communities in an “authentic and effective” way, explained Allen.

“We should all be as conversant as we are in digital communications as we are in cultural communications,” she said. 

Allen will be reporting to the agency's US consumer head Liz Beck, who was recently promoted from the role of EVP and New York consumer practice leader. Infuse will initially be focused in the US and there are currently six staffers, primarily in New York and Los Angeles, working within the practice.

Objectives for Infuse are to “further establish Cohn & Wolfe as a thought leader within the industry, and not just the PR industry, the contemporary communications industry,” and to offer clients “really smart, effective services that they might not even realize were available to them,” said Allen.

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