GolinHarris Rebrands As Next Step In Its Ongoing Transformation


GolinHarris is evolving yet again. As of Thursday, they became Golin. The name change comes exactly three years after launching its g4 model, which transformed the agency structure from a hierarchy of generalists to communities of specialists to address the dramatic changes in the communications industry.


Fred Cook

“Our g4 model has changed the way we think and work,” said Fred Cook, CEO of Golin. “We’re not the same company we were three years ago. And we’re certainly not the same company we were 58 years ago. It’s time for our brand to reflect who we are and for our vision to represent who we want to be.”

To reinforce the brand’s DNA, Golin is adopting a new rallying cry: “Go All In.” “We’re doubling down on bravery,” added Cook. “For us, ‘Go All In’ means we are totally committed to giving our clients the deepest insights and boldest ideas and our people the best opportunities.”

In its first public commitment to “Go All In,” Golin is debuting its latest research on “Brand Relevance” at the Cannes Lions Festival of Creativity on the main stage at the Palais this Sunday, June 15 – with international celebrity David Hasselhoff. This milestone is the first for a public relations agency. 

“One of the main attributes of successful companies that stand the test of time is a willingness to adapt to change,” said Al Golin, the agency’s Founder and Chairman. “To stay relevant, we must embrace new technologies and push creative boundaries to help ourselves and our clients adapt and win in a constantly changing world.”

In the past few months, Golin has hired Caroline Dettman to lead its g4 communities; Pamela Culpepper to develop its people; Chuck Hemann to evolve its analytics; and Neil Kleiner  to drive its digital expertise. These key additions are part of Golin’s “Go All In” strategy rolling out over the next 12 months. 

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