NEW YORK: APCO Worldwide has hired Howard Pulchin, cofounder of Edelman’s Strategic + Creative Guild, as global director of creative strategy and community.
Pulchin started in the newly created, New York-based role on Monday, reporting to Nelson Fernandez, MD of APCO’s New York office. He will work closely with Evan Kraus, executive director and MD of StudioOnline, the firm’s creative, digital, and social media practice, and Karen Buerkle, senior director of corporate reputation research for APCO Insight. Both Kraus and Buerkle are based in Washington, DC.
Pulchin will collaborate with APCO’s Studio Online group and StrawberryFrog creative agency to counsel clients on business-development strategies, according to a statement from the firm.
Pulchin explained that he does not oversee any staffers because his role is more collaborative with members of the digital and creative teams, as well as account leaders. His goal is to "provide more" to clients by developing ideas that bring value, meaning, and purpose to people’s lives.
"What we can never lose sight of is that we have to help our clients propel their businesses, issues, or causes forward, despite the fact that we are in an always-on, distracted, and fast-moving world," Pulchin said. "There are a lot of lessons that can be learned from the brand side and corporate reputation side, and I see this as a unique place to merge the best of thinking from brands and corporate reputation together."
After 14 years at Edelman, Pulchin left the agency earlier this year. He most recently served as executive strategic director of the Edelman Strategic + Creative Guild, a post he held since 2012. Previously, Pulchin was the firm’s EVP and MD for brand stewardship, and he initially joined Edelman as EVP and MD of consumer marketing, according to his LinkedIn profile.
During his tenure at Edelman, Pulchin helped to develop campaigns for brands such as Microsoft, Starbucks, Unilever, GE, and PepsiCo. He also co-created Edelman’s Show Up Differently global branding campaign, which launched in January and showcased how PR could lead in the marketing mix by challenging the status quo.
Prior to Edelman, Pulchin was director of US communications at the Guinness-Bass Import Company, now known as Diageo, where he led development and programming for Guinness’ Win Your Own Pub in Ireland competition to promote the brand in the US.
APCO’s global revenue dipped 1.2% in 2013. CEO Margery Kraus told PRWeek last month that she attributes this to three international assignments totaling nearly $10 million that ended, including the launch of TV9, an independent news station in the Republic of Georgia.
Stateside, the firm saw a 1.8% uptick in revenue. The New York office, which marks its 10-year anniversary in 2014, was a major contributor, growing about 18% last year.