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Posts Tagged ‘Fishtank Brand Advertising’

The Case for Blending PR and Advertising

On February 15, we reported on APCO Worldwide‘s purchase of ad agency StrawberryFrog. On Friday, we had news that Bailey Gardiner, a PR and integrated marketing agency, and Fishtank Brand Advertising had come together to create i.d.e.a., a “full-service creative group.”

All across PR, advertising, and marketing, there’s been much talk about the “blurring” of marketing disciplines. Fleishman-Hillard‘s chief exec has talked with us about how their work is cutting across a variety of marketing areas. And firm leaders Richard Edelman (Edelman), Fred Cook (GolinHarris), and Rob Flaherty (Ketchum) all spoke at the last PRWeek NEXT conference about the competition between advertising and PR, and the client’s new openness for “big ideas” that come from the PR agency.

Increasingly, PR firms are tackling their work with this sort of boundary-free approach that opens doors for more business as well as greater integration. Indra Gardiner, founder and chief influence officer at i.d.e.a., says the relationship between BG and Fishtank started with eight months of joint pitching and business wins. Eventually, blending the two together “started making more and more sense.”

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Roll Call: i.d.e.a., Edelman China, G4, and More

Bailey Gardiner and Fishtank Brand Advertising have joined forces to create i.d.e.a., a San Diego-based “full-service creative group” that blends advertising, branding, social media, PR, and other marketing disciplines. BG founders¬†Jonathan Bailey and Indra¬†Gardiner and Fishtank’s founder Ryan Berman will lead the new firm. Clients from both firms will continue with i.d.e.a. Current and past clients include Puma, UNICEF, and Tiffany & Co.

Cindy Tian has been named vice chair of Edelman’s Asia-Pacific region, effective March 15. This is a newly-created position where Tian will be based in Beijing, leading operations for the Edelman China public affairs practice. She’ll work with practice leaders across offices and groups in the public affairs and government relations space. Tian was previously executive chairwoman of Burson-Marsteller China.

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