NEW YORK—Gibbs & Soell has introduced I Power, a proprietary process for creating and delivering “insightful, influential and high impact” communications. The firm says I Power helps organizations maximize their return on communications investment by creating concise, credible and audience-relevant messages.
Originating from the agency’s media training program, I Power has quickly evolved into a stand-alone service for developing communications strategy and is currently available to existing clients, as well as other interested parties, on a project basis.
The process takes a cross-organizational view and features frank and challenging discussion. Deliverables include a simple, visual “message map” showing message pairing, priority and proof points, as well as recommendations for maximizing the impact of the selected strategic position.
During its pilot stage, the firm says, the process proved its merit across a wide array of market segments and communications channels, including business-to-business, business-to-consumer and employee communications. Applications have included product, market, brand, business unit, and corporate positioning. In addition, I Power has been used to test sales concepts, evaluate existing communications and develop crisis and issues responses.
According to Cos Mallozzi, president and CEO of Gibbs & Soell, “Organizations and clients ranging from Fortune 500 companies to Blue Chip accounts and emerging companies are crediting I Power with effectively creating, prioritizing and focusing their communications strategy. Many of them also credit the program with building immediate consensus and buy-in among their key decision makers, allowing for rapid adoption and roll out of the resulting positioning.”