BOSTON—Technology public relations specialist Greenough has restructured to create a new organizational model and made several hires to support its changes.
The new model is designed to emphasize depth of experience and knowledge in specialized areas. Teams are organized under two umbrellas: account services and creative services. The former “owns” the client strategy, day-to-day account activity and client satisfaction, including metrics. The latter group comprises a dedicated media relations team, a specialized content team and a team of social marketing and social CRM experts.
“The marketing landscape has changed dramatically, so we changed our approach to how we help clients take advantage of a whole new range of opportunities,” says Phil Greenough, president. “We’ve orchestrated an orderly transition to a new model that not only ensures client continuity but enables us to tell richer brand stories across multiple channels, from traditional media to social marketing and social CRM.”
As a result of the changes, 11-year Greenough veteran Stacey Mann has been promoted to executive vice president in charge of account services. Scott Bauman, now in his seventh year at Greenough, has also been promoted to executive vice president and oversees creative services while serving as the architect of Greenough’s social marketing and social CRM methodology and strategies.
Barbara Call, a former PC Week editor and contributor to publications ranging from Cook’s Illustrated to The Boston Globe Magazine, has joined Greenough as director of content, responsible for content strategy and development of content ranging from white papers and brochures to press releases, tweets, blogs and website copy.
Andrea LePain, former managing editor with New England Cable News, has joined as director of media relations, responsible for spearheading clients’ media strategies and developing deeper relationships with local, industry, business and broadcast media.