CHICAGO — GolinHarris is rebranding itself by dropping the “Harris”and adopting a new tagline “Go All In,” pointing to the launch of its G4 model in 2011 as the catalyst for the change. 

The G4 model did away from the traditional PR agency roles and split the IPG firm’s talent into strategists, catalysts, creators and connectors.

“Our G4 model has changed the way we think and work,” said Golin CEO Fred Cook. “We’re not the same company we were three years ago. And we’re certainly not the same company we were 58 years ago. It’s time for our brand to reflect who we are and for our vision to represent who we want to be.”

Many of the firms recent hires  — including G4 lead Caroline Dettman, talent lead Pamela Culpepper, analytics driver Chuck Hemann and digital expert Neil Kleiner —  are part of Golin’s “Go All In” strategy rolling out over the next 12 months.

Along with the new branding, Golin is launching research on “Brand Relevance” at the Cannes Lions Festival on June 15 with celebrity David Hasselhoff.