As much as I love the summer, every year I look forward to fall. Maybe it’s because as children and even up until our early 20s, fall meant new beginnings with the start of the school year and opportunities seemed endless.
Here at PAN, we approach fall with determination and purpose. Well rested from the warm days of summer, we are poised to take on new challenges and shape our futures. After having a successful second quarter, one that was marked with continued agency momentum, an expanded client portfolio, current client successes and agency awards, my staff and I are ready to take what’s next and grow PAN even further.
One of the many areas of focus for the remainder of 2014 is our consumer portfolio. When many people think of PAN and our clients, they will likely mention one of our technology or healthcare clients. They are often surprised to learn that companies such as Travelers, Tiffany & Co., Hood, Random House Digital, Brazilian Shoes and Harvard Business Publishing are part of our consumer portfolio, a focus of the agency since its founding 20 years ago. PAN has a legacy of working with national and regional consumer brands including companies such as Cole Haan, Nantucket Nectars, Rand McNally, Boston Acoustics and David Yurman.
As we all know, the consumer industry went through a rough patch however we are seeing more and more that consumer confidence is once again rising. For our clients, this is an opportunity for them to engage, educate and build trust in their brand. Media will always be vital to their campaign, but so is the empowered customer. Consumers are looking to converse and engage with brands and our goal here at PAN has always been to help our clients create and execute campaigns that will resonate with their target demographic.
Looking ahead at our consumer division, our goals are aggressive. We want to evolve our portfolio to include a mix of clients ranging from Apparel to Food & Beverage and from Consumer Packaged Goods to Consumer Electronics. For some time now, we’ve been searching for the right person to propel us even further into the world of consumer.
I am pleased to announce that Mark Malinowski has recently joined the PAN team as our new Vice President and Group Director of the consumer portfolio. With 25 years of experience managing agency groups in Boston, NYC and Los Angeles, Mark is considered to be among the very best in the business. He has had extensive experience managing integrated brand communications for major global consumer brands such as Yoplait, Levi Strauss, Ben & Jerry’s, Green Mountain Coffee, Puma, Timberland, Estee Lauder, L’Oreal, IKEA, Callaway Golf, Dyson, Weight Watchers and The Body Shop – just to name a few.
Outside of his impressive client rooster, Mark is an exceptionally creative, passionate, talented and proven PR practitioner. He spent the majority of his career at Ketchum where he created and launched the agency’s entertainment marketing unit. Within two years, Ketchum Entertainment Marketing (KEM) became a successful stand-alone agency unit. Following the launch of KEM, Mark was asked to grow and build the Consumer Practice in the Ketchum NY office, which he successfully expanded and lead teams to create and executed award-winning work.
When I look at consumer PR today versus 20 years ago when PAN first started, things have changed dramatically. Today, our clients are looking for more than media results and placements. They want initiative ideas and innovative campaigns coupled with teams that are stocked with thinkers and highly creative minds. Here at PAN, our teams have already started to integrate tactics like press tours, blogger events, digital campaigns and thought leadership programs into their clients programs. With Mark at the head of the table, I’m confident that we will only continue to exceed our client’s needs and expectations.