Wise Public Relations is rebranding as Wise Collective to reflect its evolution from a traditional PR shop to a broader marketing services agency.
“Clients and brands were requesting and inquiring about other marketing services to amplify the work we were doing on the earned side and seeking to further reengage target audiences,” says Harrison Wise, president, Wise Collective.
This makeover was slow, at first, but has accelerated over the past few years, especially around content strategy/creation as well as social strategy and various social media offerings: influencer marketing, virtual events, the emergence of Instagram and TikTok.
To that end, Wise initially expanded internally and gradually focused more on external hires, mergers, and in some cases, partnerships, explains Robert Zimmerman, the agency’s global managing director/chief of staff.
“It was a tougher sled to gain clients if PR was not part of the plan,” Zimmerman added, “whereas it seems historically ad agencies have easily added in a PR department and that was completely acceptable.”
“Now, Wise has grown into an integrated marketing agency, about two-thirds of our revenue is generated by providing those services, versus PR services,” says Wise.