Chapter 20: Agencies: Making a Global Communications Firm
As we live in a world with no boundaries, a global communications firm also needs a no-boundaries approach. Major changes that are discussed are changes in media infrastructure, changes in internal communications, and changes in PR measurement. What has not changed is the power of the creative idea. The case study of the “Häagen-Dazs Loves Honey Bees” campaign underscores environmental issues. A second case study deal with activating agency multicenter engagement for clients. Both the firm and the clients must operate with the highest standards of ethics, transparency and social responsibility.
Ray Kotcher Biography