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Established Marketing Firm Pioneers ‘Engagement Agency’ Concept
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NEW YORK – March 17, 2011 – EGR International, a 41-year-old integrated marketing firm, has formally positioned itself as a Full-Service Engagement Agency, and hopes that many more qualified agencies will join them in embracing this new approach to marketing and management.
Since its founding in 1970, EGR has helped Fortune 500 companies maximize their marketing and organizational performance by enhancing relationships with the people most critical to their business. With a focus on customers, distribution partners, sales forces and other employees, the concept of “engagement” has proven to better define what is central to a company’s success.
The Evolution
The idea for branding EGR as a Full-Service Engagement Agency came in large part from its involvement in the formation of the Enterprise Engagement Alliance (EEA), an organization which conducts outreach, research and curriculum development in the emerging field of Enterprise Engagement. The rebranding also makes sense as a response to client requests for help in identifying the best way to build winning relationships with key constituencies that may or may not include traditional marketing tools.
“When someone asks what we do, responding that we’re a marketing, promotion, incentive or meetings management company doesn’t really say it all, but Engagement Agency does,” says EGR President Jeff Grisamore. “We help our clients engage the people most critical to their organization --resulting in a way of doing business that makes more sense in today’s customer-focused economy.”
Clients Need Bottom-Line Solutions
An Engagement Agency functions much like an advertising agency by first identifying the client’s vision and key brand attributes, then getting every part of the organization engaged through leadership, communications, learning, community and measurement. This approach requires the ability to master or marshal a number of ever-changing tactical approaches to all of an organization’s issues.
“What became clear was the essential link between external and internal branding and engagement, Grisamore continued. “I now see more and more executives with ‘Engagement’ in their title, and more and more companies conducting engagement assessments of customers and employees. Now they need the actionable, measurable solutions that a company like ours can provide.”
Originally launched as a full service incentive and meetings management agency, EGR gradually increased its services to include the full spectrum of below-the-line marketing activities, including multi-media communications, face-to-face events, incentive and recognition programs, meetings management and consumer promotions. EGR clients on board with cutting edge “engagement” services include companies in the life sciences, pharmaceuticals, automotive, consumer electronics, building supply and diversified services sectors.
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