Cohn & Wolfe takes a page from Hollywood to make a bold break
1 September, 2010
New website engages visitors with infotainment, fresh tone and personality
— In a move designed to illustrate its broad range communications offerings beyond traditional PR, Cohn & Wolfe today launched a new website featuring Hollywood-style stop-action animation video; sharp, ad-style copy; and a singular tone of voice to articulate its unconventional communications strategies, bold programming and “respectfully irreverent” style.
Nearly two years in the making, the site (www.cohnwolfe.com
) was inspired following the agency’s review of more than 50 PR, advertising and digital agency websites.
“We found that most agencies and their websites look and sound identical, ours included. We thought, how can clients possibly make smart choices?” said CEO Donna Imperato. “So our challenge became to demonstrate what makes Cohn & Wolfe different, and why that difference matters to clients.”
The new site gives clients an inside look at Cohn & Wolfe’s vibrant culture, which combines digital geeks, creative catalysts and brand warriors. “That’s what I love about our culture: it’s a disruptive and deeply curious mindset that enables us to deliver winning ideas,” explains Imperato.
The site was designed in collaboration with award-winning UK developer, Sennep. Visitors to the site will discover:
- seven cheeky stop-action animation videos;
- some playful mocking of the “sameness” of communications agencies;
- ”split personality” executive headshots revealing two sides of the agency’s culture;
- how the agency’s creativity and branding expertise delivers business results for major global brands, as demonstrated in “Our Work;”
- global perspectives from C&W experts around the globe on a wide range of topics, captured in the Wolfe tracking blog and Insights pages.
“What’s the point of saying you’re different if everything looks the same?” explains Cohn & Wolfe’s Chief Creative Catalyst, Jeremy Baka. “We’re out there telling clients we can help them differentiate their brands, so we better damn well be able to differentiate ours.”
The new website builds on Cohn & Wolfe’s vision: To be the boldest, most original communications agency in the world. The agency has a range of initiatives designed to deliver on that vision, including a Creative Catalyst Network of 50 “super-creators” around the world; the Charlie Farley Awards – honoring bold thinking throughout the network; creative directors in all major offices; Emergenetics training to show how people think and to create more effective teams; a “Creative Pledge” taken by all new hires; and a great heritage of award-winning programming.About Cohn & Wolfe
Founded in 1970, Cohn & Wolfe is a global communications agency driven by a culture of innovation. We build brands and corporate reputations through an uncompromising commitment to creativity. And our strategic approach unearths fresh, relevant insights leading to communications solutions that deliver measurable business success. Cohn & Wolfe’s award-winning brand marketing work and world-class digital media campaigns have attracted top brands around the world—clients who crave a deeper, more dynamic connection with their customers and stakeholders. The agency has more than 1,000 employees in 55 offices across North America, EMEA, and Asia. Cohn & Wolfe is part of WPP (Nasdaq: WPPGY), one of the world's largest communications services group. Contact
Cohn & Wolfe