Porter Novelli Unveils Restructuring, New Brand Position
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Porter Novelli Unveils Restructuring, New Brand Position

Porter Novelli has launched a new global branding campaign and revealed details of an organizational restructure.

Paul Holmes

NEW YORK—Porter Novelli has launched a new global branding campaign and revealed details of an organizational restructure.

The agency has undergone a global restructuring exercise and is now organized according to three stakeholder communications disciplines: marketing, corporate communications, and public affairs. Julie Winskie, partner and managing director of the New York office, leads the marketing discipline; Peter Hirsch, partner, has been named corporate communications discipline leader; and Carolyn Tieger, partner, leads the public affairs discipline. 

The agency has also appointed leaders in the three core industry groups of technology, healthcare and consumer. Rhonda Shantz, partner and managing director, Bay Area, assumes the role of technology industry leader; Greg Baird, partner and New York healthcare leader, heads up that industry group; and Winskie assumes the consumer industry leadership position. 

Finally, to strengthen its ability to provide holistic communications programs, the firm has also organized around 11 specialty areas, including strategic planning and research, advertising, interactive and multicultural. Rob Gould, partner and managing director of the Washington, D.C. office, will oversee the specialties.

In other appointments, Gary Stockman, previously CEO, Americas, has assumed the newly created position of president. Laura Ruthenbeck, partner, has been named director, knowledge development and learning. Porter Novelli has also formed a global executive committee that is responsible for advising on key global policy issues such as client account standards and service innovations.

“This new structure enables us to leverage our full range of discipline, industry and specialty expertise so that our public relations programs deliver not only on a client’s communications measures but also tangibly and significantly against their business goals,” says Stockman.

The new “Many Minds. Singular Results” branding campaign is designed to communicate the agency’s range of expertise, and the way individual perspectives and abilities combine around a client’s business challenges to deliver meaningful results. The campaign was created by a cross-specialty, in-house team drawn from the agency’s global offices. 

“Changing demographics, technology and a more complex business environment are impacting dramatically what clients are looking for in public relations programs that measurably make a difference in their business,” says Helen Ostrowski, CEO. “They are demanding an unbiased examination of their total communications landscape and a partner who can take a 360-degree view of their business challenges to architect solutions that are not dependent on any one discipline, tool, technique or medium.”

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