Manning Selvage and Lee has revamped its corporate identity and
launched a new global vision on the theme of ’preference creation’.
It is the latest in a series of moves by leading worldwide agency groups
aimed at gaining a competitive edge in the global PR market.
’Preference creation’ describes the act of influencing choice among
target audiences in favour of clients’ products or services, and aims to
raise clients’ expectations about what PR can achieve against concrete
’Our chosen course is oriented towards big multinational corporations
which have a complex web of constituents,’ said worldwide creative and
business development director Lou Capozzi.
Capozzi and worldwide client service director Monita Buchwald are
touring MS&L’s offices to introduce the strategy to staff. They launched
the vision to the UK team earlier this week.
Buchwald said the agency may turn down business which did not fit with
its new strategy. ’In ten years time we may have reduced the number of
clients we handle by half from 300 to 150,’ said Buchwald.
With most of the large agency groups raising the stakes in the
competition for global business, the ability to attract and retain high
quality staff will be paramount. ’It will be a foot race for talent,’
’We hope our vision acts as a magnet for talent to help us deliver that