FleishmanHillard PH to create new roles

Rapid changes are happening at FleishmanHillard Philippines to showcase "the power of true," the PR giant's new identity as it turns more into an integrated marketing communications agency.In addition to the new office signage, business cards and stationaries, general manager Cosette Romero (pictured center left) said the global rebrand announced last week will lead to the creation of new roles within the office.While details are tight under wraps, Romero told Marketing that they will be hiring more non-PR talent in the coming months to help it grow more muscle in other marketing disciplines."We are looking at expanding our capabilities and services beyond traditional PR roles.""While PR remains the true core of our business at FleishmanHillard, we need to address the changing needs of the business and our clients.  In sum, we aim to be the most complete communications firm in the world."So far, the agency has hired four former marketing practitioners to date. Most recent was Ferdinand Bondoy last January, who will spearhead digital, brand marketing and consumer PR as account director and digital strategist.Romero said they are currently strengthening digital, creatives, social media and research/analytics units within FleishmanHillard Philippines to become a full-service provider. Efforts to develop in-house talent include the Digital Academy and eLearning courses that help employees update skills to keep up with trends.While Richard Edelman, president and CEO of Edelman, said the "bold vision" will turn FleishmanHillard as much an ad agency as a PR firm, Cosette explained that they will never abandon its roots."PR is the true core of our business at FleishmanHillard Manila and around our global network.  We are simply redefining the boundaries of traditional PR  in order to solve our clients' business problems by expanding into other media channels  and working across paid, earned, shared and owned media channels.""Our company has long been recognized around the world for excellence in public relations, public affairs, and digital and social media communications and with this timely rebrand, we hope to continue to be so."