NEW YORK — Hunter has rolled out a new brand identity that reflects the agency’s expansion beyond the traditional PR shop it was founded as 30 years ago.

The new brand is centered around the agency, which has been operating as Hunter Public Relations, shortening its name to just Hunter. CEO Grace Leong, however, said the move is more than just a name change; it reflects Hunter’s transformation from the traditional consumer PR agency the firm has built its reputation on with longstanding clients like the global pepper sauce brand Tabasco.

It also reflects a shift in the type of work the firm is taking on. For instance, last year Hunter became lead strategic and creative agency for four of its bigger clients: Tabasco, Pompeian, Cans Get You Cooking (a program of the Can Manufacturers Institute) and the University of Delaware. 

Hunter has established itself as one of the industry's largest food and beverage players and has, since 2014, been owned by MDC Partners. In 2018, the firm grew 7% to just over $24m. In January, Heddy Parker DeMaria, who had been with Pinnacle Foods, joined the agency as its first chief insights officer.

“It implies possibilities,” Leong said of the new branding. “We are in the communications world and it is our duty to evolve.”

The firm's offerings include consumer insights and brand planning, social and digital strategy, content creation, packaging design, multicultural marketing and experiential.