CHICAGO—GolinHarris has announced seven new specialty practices and products designed to address emerging trends in the communications industry. The trends, which were identified through six months of research and planning, were published in a booklet that celebrated the firm’s 50th anniversary and are also the subject of a new agency blog. They focus on demographic, technological and cultural shifts that will have major impact on corporations, consumers and society.
The new specialty offering include:
• Engage, which is focused on activist issues management. In response to the growing influence of NGOs, GolinHarris has formalized its approach to leverage and deflect the influence of activists on issues ranging from the environment to animal welfare.
• Longevity, which will address issues and opportunities related to an aging society, and brings together team of experts on public policy, healthcare and marketing to advise clients on issues related to retirement, well being and consumer education.
• Integration, which seeks to mainstream multicultural communications, analyzing the societal shifts resulting from immigration and multiculturalism, and designing programs to involve emerging ethnic groups in mainstream marketing campaigns.
• Anthrographics, which will offer consumer segmentation research and counsel to help clients zero in on the right consumer with a message that motivates.
• Dialogue, an integrated media engine that will aggregate the most effective communications vehicles—including interactive, print, broadcast, social and experiential—to ensure maximum impact.
• Gadget, which addresses consumer connectivity, capitalizing on revolutionary developments in personal communication, promoting new digital technologies and also leveraging the latest devices to deliver client messages.
• Brandgauge, a strategic analysis and planning methodology for measuring three important components of a corporate brand—trust, leadership and preference—against a relevant peer group of competitors.
These new practices will be part of a larger group of specialty services that already includes Insidedge, the agency’s fastest-growing internal communications practice, and Change, which specializes in corporate social responsibility.
“We are redesigning our business to address the specific high-impact issues that our clients are going to face in the coming decades,” says chief executive Fred Cook. “We will continue to refine our strategy as new trends emerge.”