NEW YORK—Fleishman-Hillard has created a new global marketing initiative: NGT (Next Great Thing), which will develop strategies to address current and future shifts in culture, communications and demographics, helping clients better understand and embrace the new media paradigm that cuts across the online, offline, and wireless worlds of today’s consumers.
Fleishman-Hillard NGT will introduce new products and services to help clients’ marketing messages maintain a continuous level of activity, integration, and immersion. Additionally, NGT will bring together media relations, channel marketing, peer-to-peer, and non-traditional communications across all message distribution channels.
“This effort marks a step to address major global changes in public relations and marketing,” says Fleishman-Hillard chairman and chief executive officer John Graham. “The formation of this new entity creates a dynamic model for cross-channel integration and consolidation, positioning Fleishman-Hillard as a true industry thought leader for the next generation—and every future generation—of communications.”
Headquartered in New York, Fleishman-Hillard NGT will be led by senior vice president and senior partner Alan Rambam, an expert in youth culture and lifestyle marketing. The effort will bring together experts in youth culture, immersive marketing, interactive marketing, and uncontrolled communications from North America, Europe, Asia, Latin America, Australia, and South Africa.
“NGT is about leading a global communications revolution,” says Rambam. “Looking toward the future, this new entity will use narrowcasting to integrate branded marketing messages into consumer’s daily lives through their communities of interest 24/7 and 1:1. Today’s youth are part of a new global generation that is changing the way we look at traditional communications and marketing models.
“To a great degree, young people’s media habits are driving—and will continue to drive—the way everyone obtains and experiences information. Part think tank and part immersive marketing resource, Fleishman-Hillard NGT is a global endeavor that will ensure that all of our clients are active participants in this trend, as we prepare to take communications where it has never gone before.”