Brownstein unveils a brand refresh, which is based on what the agency calls the Brand Longevity Model. The agency says the model will map the brand ecosystem, as well as the cause-and-effect relationships of change across brand elements through time, resulting in an accurate picture of how marketing decisions send ripples across brands. The goal is for brands to achieve social relevance and ongoing consumer engagement over a sustained period of time, and across consumer lifecycles. In designing the refreshed identity, Brownstein’s creative team looked to sharpen the edges of key elements from across the agency’s history. The refresh also includes a new tagline: “We Build Unstoppable Brands.” According to agency president and CEO Marc Brownstein, “an unstoppable brand is one that can withstand cultural shifts and economic shocks. It’s a brand that knows how to manage the tension between its heritage and its future, and accelerate through change.”
Paris-based communications agency JIN and New York-based Thunder11 forge partnership aimed at offering clients digitally-focused strategic and thought leadership capabilities. The relationship will be overseen by Eliott Maidenberg, a JIN partner and managing director of the firm’s US operations, and Thunder11 managing partner Dan Perry, who will work out of Tel Aviv. While the firms will initially leverage the collaboration to best serve existing clients, they plan to ultimately target new global business, scaling together with specializations ranging from public affairs to health care, sustainability and tech innovation. “We found in Thunder11 a partner who shares our values, digital-first mindset and aspiration to be a positive influence on society,” said JIN CEO and co-founder Edouard Fillias. “Clients are increasingly realizing that global PR needs can best be served by the bespoke and nimble approach embodied by boutique firms like ours,” said Thunder11 senior partner Marco Greenberg.
160over90 is working with USAA on its third annual #HonorThroughAction challenge, which encourages Americans to show their support for military veterans. To participate in the challenge, each participant can draw the ‘V’ symbol (for veterans), along with a specific veteran’s initials, on the palm of his or her hand, snap a photo, and then share it through social media using the #HonorThroughAction hashtag. USAA is also encouraging people to support organizations such as The Mission Continues, which helps veterans adjusting to life at home find new missions and promotes volunteering efforts for both veterans and citizens. USAA is a provider of insurance, banking and investment and retirement solutions that was founded by a group of military officers in 1922. 160over90 is USAA's sponsorship agency of record, which includes marketing, public relations and influencer staffing related to support of the brand’s sponsorships and military holidays.