NEW YORK: Six months after exiting his role as president of FleishmanHillard’s US East region, Robert Dowling has reemerged at the helm of newly launched Hudson Cutler & Co.
Dowling is serving as the CEO of New York-based Hudson Cutler, which he described as a technology-driven marketing and communications firm focused on addressing specific business and social challenges.
After working for big agencies such as Fleishman and Weber Shandwick, Dowling said he recognized that although marketing has seen great strides in analytics and measurements, few marketing campaigns leverage the power of technology. This is a problem, he explained, as technology has been a driver of innovation and efficiency across most industries. Dowling added that is new business model will take this head-on.
"We are applying technology, marketing, communications, and business expertise to very specific and identified business challenges in order to create ideas and programs that really make a difference, move the needle, and engage people at a level that other agencies just aren’t able to do using the old fashioned processes and tools they have," Dowling told PRWeek.
The shop has worked with Coca-Cola, Diageo, Pfizer, IBM, American Express, and The Bob Hope Foundation, according to its website. Dowling did not share specific campaigns on which the firm has collaborated.
"We are working with content providers, major networks, sports, music, and original series to make their content much more social and connected to the audiences that they serve," Dowling said. "We have developed a technology as well as a process to help them do that."
He added that the company is forming various franchises under the Hudson Cutler umbrella to provide services to clients. These include a technology to help companies socialize their content, point of sale customization social programs, and e-pay marketing services.
Dowling said the firm’s business model "incentivizes key staff and makes them entrepreneurs and leverages experience and knowledge to be more efficient every single time a task is done."
Hudson Cutler has staffers on-board including former Go! Experience Design EVP John Schwartz, former SponsorHub CEO Bob Johnston, business consultant Mike Jones, former Goldman Sachs analyst Akiko Yamahara, and former Weber brand experience producer Michael Thibodeau.
"These are not PR kids," Dowling said. "They are culturally diverse and senior business thinkers."
Hudson Cutler has partnerships with firms such as Peppercomm on earned media, Praytell Strategy on social, and iconic32 on multicultural and urban marketing.
Andy Pray, founder of Praytell Strategies, said his firm was drawn to partnering with Hudson Cutler due to the caliber of brands he is working with at launch.
"We are not talking about press releases," he said. "These are actual activations that are digitally minded and can drive a ton of earned, owned, and paid visibility in a very exciting way."
Peppercomm cofounder and CEO Steve Cody added that Dowling "has access to vast demographic data – particularly information on Millennials – that he can bring to the plate and up the quality of the thinking and the overall presentation."
In May, Dowling departed his position as president of FleishmanHillard’s US East region and GM of New York.
He joined Fleishman from Weber Shandwick, where he was president of its New York operations, in spring 2012. He previously managed the Interpublic Group firm’s Northern California operations and led its technology practice in North America.