In a Medium post to further explain the agency's new positioning, Imperato said: "As many public relations and marketing/communications agencies struggle with identifying exactly what they are and what they should call themselves, we are very focused on what our clients need."
She also told PRWeek US that BCW had reviewed PR firms' positioning and concluded that most of them contained the same mish-mash of "meaningless phrases" that focused predominantly on the agencies rather than the value they offered to clients.
"Everybody is trying to be everything," she said. "I couldn't tell each agency apart, including Cohn & Wolfe and Burson-Marsteller. The words were almost exactly the same."
As for the term 'integrated communications', she claimed that "everyone's doing it so what does it actually mean?" And regarding 'full service': "It's very inward and doesn't distinguish anyone."
Read more about the BCW's Moving People rollout on PRWeek US