Pierach Quits Shandwick, Takes Coca-Cola Biz
Charting the future of public relations
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Pierach Quits Shandwick, Takes Coca-Cola Biz

Jorg Pierach, a 12-year veteran of Weber Shandwick Worldwide and most recently executive vice president and director of the firm’s national consumer practice, is launching Fast Horse.

Paul Holmes

MINNEAPOLIS, December 7—For some enterprising entrepreneurs, at least, the recession appears to be a time of opportunity. The last few months have seen several senior executives departing the big agencies to start their own ventures, many of them promising greater value for money, more access to senior counseling, and better client service.
 
The latest to join the entrepreneurial trend is Jorg Pierach, a 12-year veteran of Weber Shandwick Worldwide and most recently executive vice president and director of the firm’s national consumer practice. Pierach is launching Fast Horse, which will specialize in consumer marketing public relations. It launches with three full-time and two part-time staff.
 
“Public relations can be one of the most powerful ways in which a marketer can build a brand,” says Pierach. “What’s been lacking in the public relations industry, however, is a disciplined approach to bringing the voice of the consumer into the development of campaigns.  The result is a lot of ‘cookie-cutter’ and less-than-strategic approaches. We intend to change that by taking a lead from our cousins on the advertising side and making qualitative research a more formal part of how we devise strategy on behalf
of our clients.”
 
One of the firm’s first clients will be Coca-Cola International. Peirach has also worked for major national brands including Best Buy, Hallmark, Miller Brewing Company and Jim Beam.
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