International PR firm Golin will introduce its brand new identity to Asia at the PRWeek Awards Asia 2014 in Hong Kong later this month (Thu 26 Jun). The awards will be announced at the PR360 conference, which is being organised by sister publication Campaign Asia Pacific in association by PRWeek. Jonathan Hughes, Golin’s President International Asia has revealed this to PRWeek.
"All offices (in Asia) will be receiving new assets soon and the branding exercise will be rolled out and completed by the end of the week of 23 June," he said. Such "assets" include brand new business cards for all staff, new office signage and stationary. Although he did not put a figure on how much this rebranding exercise will cost across the 10 markets in Asia PRWeek estimates it could be several thousands of dollars. Meanwhile www.golin.com has gone live. Hughes told PRWeek that www.golinharris.asia would become www.golin.asia by the end of June.
The rebranding is being done all at one go in Asia and is not being introduced in phases. However, in India where the firm has a 50-50 joint venture with Lintas, this could take a bit longer. There the firm operates as Lin Opinion Golin Harris. Negotiations with the local partner are currently underway and although a rebrand in India is inevitable until an agreement is in place PRWeek is unable to confirm what brand name will the agency take.
GolinHarris rebranded itself as Golin on Thursday (12 Jun) to showcase the firm’s evolution since launching its so-called g4 organisation model in 2011. The name change reflects how the model has transformed the agency by classifying its employees into four groups – strategists, creators, connectors, and catalysts. A six minute video from CEO Fred Cook was sent to all of Golin’s worldwide staff yesterday in advance of the press release going out. It explains the thinking behind the new logo and some key messages that the firm is now expected to drive around the world.
"The challenge is to live up to this lofty rallying cry," said Hughes. "In Asia, where clients are often conservative that can be quite a challenge. But we need to have the courage to bring this new thinking to our clients."