Sharp minds and the love of a good challenge convinced me to join the launch of FleishmanHillard's in-house creative team. Pushing their conservative reputation aside, the PR giant was on a mission to change the way the industry works. We began by putting a mirror to ourselves.
Our first assignment was a complete rebranding of the agency, including print and digital advertising. Along with the first national TV spots for a PR firm.
Print ads designed to look like a magazine of its own appeared on the back page covers of PR Week. All stories and other "True" content featured within it was available to readers online.
By redefining PR, the new direction became the lead story in The NY Times advertising section. FH went on to earn many of the industry's highest honors, including Large PR Agency of the Year and Global PR Agency of the Year.
Of course, no campaign is complete without a heartfelt manifesto. I had the honor of both writing and voicing the narration when our CMO contracted an incurable case of scratch track fever.
