By Greg Hazley
GolinHarris CEO Fred Cook unveiled this week a firm-wide revamp the Interpublic unit has dubbed G4. GH said the reorganization, among other changes, will see titles like account executive and supervisor give way to “strategist” and “catalyst.”
“There’s a word in the urban dictionary, ‘prevolve,’” said president and CEO Fred Cook. “It starts with PR and it means intentional change. We’re prevolving, we’re changing intentionally to stay ahead of the game.”
The G4 plan focuses on four areas the firm’s brass see as critical to communications. They are strategists, creators, connectors (channel experts), and catalysts, the “change agents” who tie it all together and make sure it’s delivered.
GH, which works for McDonald’s and Dow Chemical among its largest clients, previewed the changes in the New York Times ad column June 15. Cook told the Times that the firm is reorganizing around areas important to cilents that are not perceived as strengths in PR, including strategy, creativity, technology and analytics.