Maja Pawinska Sims 04 Feb 2022 // 10:09AM GMT
LONDON — FleishmanHillard has launched a culture unit within its brand marketing practice, dedicated to analysing global onsumer behavioural trends and insights.
The new unit will also forge partnerships with third-party organisations to help clients engage key audiences and communities. Its first partnership is with the Unstereotype Alliance, convened by UN Women, which seeks to end stereotypes in communications and advertising.
FleishmanHillard’s global managing director of consumer culture Lauren Winter (pictured) will lead the culture unit, which will work across the agency’s top 200 clients to offer cultural and behavioural insights to inform campaigns and brand positioning.
Winter said: “For a long time, agencies have been versed in mitigating risk for clients through the typical lens of product and retail issues, or employee and customer engagement. We’re in an era of people power where the normal expectations of businesses and brands are so much more than they’ve ever been.
“The Culture Unit has been created to not only help clients mitigate risks in the cultural sphere, but to actually say and do something brave to build reputation. Partnerships such as the Unstereotype Alliance allow us to do this authentically. Creating an inclusive experience starts with the language we use, and this partnership will arm our employees with the tools and education to progress this positive force for change.”
The Unstereotype Alliance partnership will also feed into FleishmanHillard’s training programme, with UN-accredited training modules for employees and access to research, global resources and experts.
UN Women’s UK executive director Claire Barnett said: “We’re delighted to welcome FleishmanHillard into the UK Chapter of the Unstereotype Alliance. They join a growing coalition of allies and businesses committed to diverse and inclusive advertising and marketing communications to create a more equal world. We have big plans for 2022 and welcome FleishmanHillard’s expertise in public relations and marketing to help us make industry-wide change.”
Other members of the Unstereotype Alliance UK chapter – which was set up in 2020 – include Diageo, Facebook, Google, GSK, Havas, IPG, Kantar, Kellogg’s, LinkedIn UK, Lloyds Banking Group, Mars, Mondelēz International, Sainsbury’s, Sky, Tesco, Co-op, Unilever, Vodafone, WPP. Allies include Creative Equals, WARC and Women in Advertising and Communications London.