Cone Seeks Diversity

Unveils Identity Update as Cause Efforts Rise
BOSTON-Seeking to position itself as a brand consultancy, public relations shop Cone has dropped “Communications” from its name.
Executives at the Boston-based agency said the previous moniker was too limiting and did not reflect its growing capabilities in cause-related marketing, interactive, media relations and strategic consulting.
Despite efforts to better diversify itself, however, clients appear drawn to Cone for its ability to link companies with causes. The agency this month will unveil a major initiative from The Gillette Co.