This paper on “Horizontal Inﬂuence” is critically important.As I spend time with our clients, I hear over-and-over whatclients are demanding of us. They simply want innovativeand continuously relevant solutions to their marketing andcommunications issues based upon a deep level of insightinto their consumers’ behaviour. Not always so simple,though. They want the big idea – thinking that’s outside thebox. If we could just get rid of that box. They say they wantsomething so uniquely different from us.Our role: to arrive at the core idea that’s grounded ininsight – an understanding so compelling that the ideaand the brand are inseparable. We discover the DNAof the brand. We express the idea through avenues thatare relevant and that create a desire to use and re-use thebrand. That is a desire to invest in the corporation.Public Relations has the innate ability to prepare a brandfor the market while preparing the market for the brand.It can recommend relevant avenues for idea expression toits clients that create the most appropriate marketing mixbecause it is not overly invested in any one avenue butintellectually vested in them all.PR tends to be innovative by nature, by harnessing word-of-mouth, horizontal-inﬂuence strategies early to supportclients and their brands. Because of this, and becauseintegration is core to its business, Porter Novelli isat a perfect point-of-power in the new model which ourclients demand.
Tom HarrisonChairman & CEODiversiﬁed Agency Services