New York (June 4, 2014) – Howard Pulchin, co-founder of Edelman’s Strategic +
Creative Guild joined APCO Worldwide today in a new role as global director,
creative strategy and community, announced Nelson Fernandez, APCO’s managing
director for New York. Based in APCO’s New York office, Pulchin will counsel APCO’s clients
in collaboration with APCO’s Studio Online group and StrawberryFrog agency to
develop creative strategies that propel their businesses forward.
“Today, we can all be authors, filmmakers and content creators,” said
Fernandez. “It’s precisely this shift in control from channel to user/creators
that makes Howard such a powerful hire for APCO. Howard’s track record in
helping some of the world’s most powerful brands tell stories that connect and
inspire – coupled with APCO’s strengths in corporate communications and public
affairs – is a winning combination for our clients today and those who will join
us in the future.”
Pulchin, who left Edelman earlier this year, is a 14-year veteran of the firm
and served in a variety of roles including executive strategic director and
co-founder of the Strategic + Creative Guild and managing director of the New
York consumer marketing practice. He has worked with some of the world's top
brands and companies, including Microsoft, Starbucks, Unilever, GE, Adobe,
Gensler, PepsiCo, HP, Church + Dwight and Kraft (now Mondelez). He led teams to
introduce Xbox and Axe to U.S. audiences; worked in an integrated agency
capacity to develop Dove's Campaign for Real Beauty; and co-developed Trojan's
sexual health platform. Prior to his tenure at Edelman, Pulchin served as the
director for U.S. communications at the Guinness-Bass Import Company, now
Diageo, and played a lead role in the development and programming for Guinness’
famous “Win Your Own Pub in Ireland” competition to help further Guinness’ brand
in the United States.
"It’s exciting to join APCO at this time and begin working with APCO’s staff
at a moment of considerable change for communicators and marketers,” said
Pulchin. “Today, clients rightly want a single communication partner who can
help them advance their brand across all dimensions in this always-on, highly
connected and increasingly distracted world. Meanwhile, the public has
increasingly sophisticated expectations of the companies and brands that play
such large roles in their lives. It is incumbent upon us to bring to life ideas
that meet and exceed these expectations, and I’m confident that APCO will do
this with its unique Champion Brand approach.”
APCO’s Champion Brand model is a comprehensive framework to
evaluate and guide corporate brand strategy, helping companies build stronger
corporate brands that empower them to become true leaders in their industries
and in society – a Champion Brand. The model measures corporate brands along
four dimensions known as the Four As – Alignment, Authenticity, Attachment and
Advocacy.
“It’s great to have Howard on board to help APCO’s clients develop new and
exciting creative strategies that can truly cross borders while being tailored
to meet specific market needs,” said Neal Cohen, COO and president at APCO. “I
can’t wait to see his outstanding work.”