New Holistic Agency Model Integrates Multicultural PR

Golin Harris’ new g4 model offers “holistic engagement,” deeper digital expertise and new services

GolinHarris (GH) announced today a major agency redesign to address the increasing influence of digital and social media, and the challenges of engaging audiences in a complex, constantly connected environment.

The agency’s new model, called g4, is built around four global teams of dedicated specialists, in contrast to the traditional agency structure of communications generalists in a seniority-based hierarchy.

According to Zandra Zuno, SVP of Multicultural Marketing, the entire agency, including the Hispanic/multicultural team, will be organized within this structure.

“The new structure allows GolinHarris to further develop multicultural team members in specific areas of specialties, including a greater emphasis on Hispanic digital and social media capabilities. The model also better positions us to offer our clients with more opportunities for not just ethnic or multicultural PR offerings, but also total market/cross cultural offerings as our multicultural experts will be integrated into these new four communities,” says Zuno. “We know that our clients are looking for a more comprehensive approach to addressing the multicultural market(s) and the total market, and this new structure offers it.”
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