Carlson settles into new-found confidence

We found the article “Is the name all in the game?” (MW September 29) timely and interesting. The comment made by David Reed that Carlson Marketing Group was still clarifying its identity was perhaps a fair one. After all, at the time the piece was written, our name change to Carlson Marketing had not been announced.

But the reasons for an “industry stalwart” changing its name may be less clear. As a company, we’ve been building a solid base of marketing capabilities through acquisition for a number of years. Unlike many agencies that change identity simply to stay fresh and in vogue, we have not changed for change’s sake. On the contrary, we have spent a great deal of time and energy ensuring we have created an agency and network that works as a truly effective global partner for the good of our clients.

Jim Schroer, a former Carlson Marketing client and our newly appointed president and CEO, has just unveiled a global focus and growth strategy based on direct feedback from clients. This is a customer- centric approach designed to reflect their needs and to deliver the best in strategic thinking and execution whether at a local or global level. It is a move that sees us operating as one global agency across our lines of business and marketing disciplines.

As with all businesses that have been on the acquisition trail, things have taken time to settle. Meanwhile, the industry and consumers continued to change at lightning speed. Clients demanded an agency that was smart but simple to do business with, and that is what the new, realigned and refocused Carlson Marketing is now providing.

José Ferrão

President

Europe, Middle East and Africa

Carlson Marketing

London SW15

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