Purpose Worldwide, an “accountable marketing and communications consultancy,” has officially set up shop. Originally slated to launch at SXSW 2020, the firm, founded by former Blast PR principal Lana McGilvray, Xcelero chief marketing officer Julie Ginches and Blast account supervisor Cassady Nordeen, now plans to launch on Feb. 16. The agency says it is aimed at helping clients connect their purpose to their growth. In the year since its intended launch, Purpose has signed over 20 clients, including USAFacts (former Microsoft CEO Steve Ballmer’s data-driven not-for-profit) and Hugo, a Slack- and Google-backed future-of-work company.
LLYC’s thought leadership center, LLYC IDEAS, releases a new report that says emotional issues will play an increasing role in consumer decisions this year. “The current crisis has revealed not only how fast we can become infected by a virus, but also how vulnerable we are to emotional contagion,” its 2021 Consumer Trends Report says. That has resulted in what it calls the “pandemic-born consumer,” who will place a premium on such issues as accessibility, safety, creativity and keeping things simple. To reach this new consumer, “brand empathy will be almost compulsory.” LLYC director of consumer engagement in Mexico Hugo Valdez says that “consumers will demand extra effort from brands in their commitments to people, closer relations, and making a real difference in their lives, whether that comes through empathy and emotional connection or through more rational aspects, such as proximity and immediacy when responding to their needs.” To see the full report, click here.
WORKSHOP Washington, a public affairs and communications services initiative, is started up by Winston Agency managing director Bess Winston and Metro Strategies principal Maurice Daniel. The venture is designed to support organizations with small or inexperienced in-house teams, provide clients with quick access to senior counsel, or help clients with limited resources who are unable to enter into long-term commitments with traditional agencies. WORKSHOP’s sessions match clients with up to three senior specialists with the relevant functional expertise and issue or industry background. The firm says that those specialists include former award-winning journalists, executive alumni from top communications agencies, senior policy staff and strategists from Capitol Hill and the Executive Branch “Through our streamlined approach, clients receive the same level and quality of communications advice relied on by the largest players in Washington without all of the accompanying overhead costs,” Daniel said.