NEW YORK—Hill & Knowlton has re-launched its digital practice, H&K Digital, under the leadership of senior vice president Julie Atherton, who joins H&K from Cylo, a digital interactive consultancy she founded in 1998, which focused on emerging interactive technologies and on-demand advertising model formats and solutions.
The new offering builds on the success of the company’s interactive practice, one of the first when it launched in 1994, but has been redefined to meet the challenges of a changing marketing environment, which sees clients increasingly adopting “pull” or permission based marketing techniques to replace more traditional “push” marketing.
H&K Digital will focus focuses on current trends in the digital ecosystem beyond the current blogging phenomenon. “As the digital world becomes more complex, companies need to focus on the consumer and how he or she interacts with new communications channels” says Julie Atherton.”Our areas of expertise, whether social media, mobile marketing, gaming or rich content, enable the consumer to connect seamlessly with brands, information, entertainment, their peers, friends and families.
“Of all the marketing disciplines, PR has the best understanding of conversation and community - we just have to adapt our creative thinking to use digital tools in this increasingly dynamic environment.”
Prior to founding Cylo, Atherton was CEO of The Atherton Group, a broadcast commercial production company with offices in New York, Los Angeles and London.