ST. LOUIS—Fleishman-Hillard International Communications has launched a global practice group focused on marketing to a consumer segment responsible for 85 percent of all household purchasing decisions: mothers. The new FH Moms practice will coordinate across the firm's global network of 80 offices to provide strategic counsel on communicating with moms through an integrated range of touch points that includes both traditional and online media, as well as influencer and word-of-mouth marketing.
Fleishman-Hillard recently partnered with The Harrison Group, a strategic marketing and research consulting firm, to develop a proprietary study, Women, Power and Money: A Shift to the New Female-Driven Economy, which found a clear vision of the mom as chief household officer and reported that in “millions of American households, moms set the purchasing agenda for everything from traditional packaged goods to financial and home improvement services.”
The FH Moms group will bring together specialists from the firm’s diverse practice areas, including marketing communications, healthcare, technology, travel and tourism, FH Hispania, and financial communications. FH Moms will be co-chaired by Liz Hawks, Heidi Hovland and Kris Caputo Hurley from the firm’s Kansas City, New York and Sacramento offices respectively.
“We know moms. Many of us are moms. And we know that, overwhelmingly, moms don’t think major brands are relating to them and their unique needs,” says Hawks. “FH Moms will leverage deep knowledge and agency expertise to help clients bridge the gap between their organizational goals and moms’ needs as consumers.”