GolinHarris 'Prevolves', Gets Rid Of 'Account Executives'
PR agency GolinHarris is reorganizing its 700 employees into new specialist groups where “account executives” no longer exist, replaced by titles like “catalyst” and “strategist.”
In addition to those two titles, other specialties will include “creators”—people who craft messages and tell brand stores, and “connectors”—the social media experts.
The agency is spending $10 million on technology and training related to the reorg.
Why?
“I’m motivated partly by opportunity,” GolinHarris president Fred Cook told the New York Times, “and partly by fear.”
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