For GolinHarris’ 50th anniversary, CEO Fred Cook hit the lecture circuit. But rather than focus on past accomplishments, he discussed how GolinHarris was going to approach the many challenges the public relations industry and its clients would face in the next 50 years by discussing the firm’s projections of business, social and marketing trends. Based on the success of the speech, GolinHarris decided to create a thought-leadership brochure outlining these ideas.
Solution:
We used the CEO’s speech text as the main content, and juxtaposed the content with supporting graphics that highlighted key points. The cover flap played off the die-cut circular logo, and also allowed the CEO’s mission statement to always be viewed when open. Circles were used throughout to reinforce the GolinHarris brand identity, and strong color signals divide the sub-topics into distinct sections. Two covers were created: one with a lighter-weight paper so it could be bound into PRWeek Magazine, and a heavier weight cover to be sent directly to special stakeholders and potential clients.
Results:
The result, The Next 50 Years, garnered GolinHarris a SABRE award for research in 2007. GolinHarris also credits the brochure as being instrumental in winning several multi-million dollar contracts with new clients who were impressed with the firm’s bold strategic thinking.
