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Grey chief creative officer Joel Babbit, who added sister public relations shop GCI Group to his responsibilities earlier this month, sees the move as another sign of the PR industry’s shift toward more idea-based initiatives.
“I believe what you’re seeing with this position is the tip of the iceberg,” Babbit said. “In 10 years there will be a large percentage of [ad] people—definitely creatives—moving into PR. They’ve got to hire creative people experienced to offer clients the stuff they’re asking for these days,” such as in-store campaigns.
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