Help wanted, but only if you’re data savvy

Excerpt from Chris Daniels’  PR , November 3, 2017 article


A number of new titles are popping up all over PR agencies as shops move from polishing their content creation chops to focusing on data . . .

For example, some firms are moving towards titles such as project manager, director, senior director, and executive director, instead of the more common assistant account executive, account executive, vice president, and so on, whether to reduce complexity for clients or suggest broader capabilities.

Peppercomm has added several director roles over the past 18 months, including directors of analytics, marketing services, technology, and customer experience.

“It is time to meet client demand for more integrated marketing and communications solutions,” says agency partner and president Ted Birkhahn. He adds that the firm decided years ago to follow the director route with its titles, but notes that PR agencies usually use the account-executive-to-VP model.

“But ‘director’ has actually worked quite well for us, because candidates [outside PR agencies] are more familiar with that naming convention,” says Birkhahn, adding that the new titles are helping his agency attract entrepreneurial candidates. “They like that they get to be involved in the actual creation and development of these new roles and these departments.”

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