At The Wilbert Group, we understand the public relations industry shifts and evolves daily, making it imperative that we adapt and change with it. It has been six months since we announced our firm’s official rebrand, unveiled a new logo and formally redefined how The Wilbert Group “does PR.”
Two months after our announcement, global PR, advertising and marketing giant Ogilvy announced its official rebrandafter 70 years of business. Two years in the making, the news was accompanied with a new visual identity, logo and organizational structure.
I was curious if the reasons for the rebrands were similar and if any interesting parallels could be drawn. Three connections I found:
- An overarching umbrella of expertise: PR has transcended traditional media relations. Today, public relations means providing engaging content, comprehensive digital strategy, dynamic video and much more. To successfully meet the wants and needs of present and future clients, we must leverage every communication channel available to us, from traditional news coverage to social media to email, in an integrated program. This changing landscape inspired both the rebrands at Wilbert and Olgivy.
“When we started thinking about re-branding Wilbert, we wondered whether we had become more than a PR firm or perhaps were just redefining PR. We decided the latter. Our new brand represents how Wilbert “does PR” in 2018.” --Caroline Wilbert, president at The Wilbert Group
“We needed to greatly simplify the organization around what I call an integrated enterprise agenda, not a holding company of all these different piece-parts.” --John Siefert, CEO at Olgivy
- Women in the workplace: With firm president Caroline Wilbert leading the charge, The Wilbert Group has a history of fearless women leaders. In addition to VP Liana Moran, Wilbert has added VP Sarah Weston and Charlotte-based VP Connie Breedlove in the past year. At Ogilvy, John Siefert is dedicated to a vision of growing the representation of women in partner roles to 50 percent over the next 24 months - a 14 percent increase. #GirlPower
- Defining verbiage and values: To take rebranding a step beyond a new logo and vibrant color palette, Wilbert defined itself with powerful verbs: create, capture, curate, engage, deploy, connect and amplify. (We will add a few more soon including activate and influence. Stay tuned!) At Olgivy, newly established brand pillars include statements such as divine discontent, relentless curiosity, adaptive connection, pervasive creativity and eternal craft. In public relations, these are more than just words - they are the embodiment of what we are constantly doing for our clients to tell their stories and drive their businesses forward.
Six months after our rebrand, we feel more strongly than ever that we are on the right path and that our style of PR is just what the market wants and needs in 2018.