Environics Communications is raising its digital profile with the launch of Agnostic, a new digital marketing agency. It will be co-led by senior VP, digital services Steve Acken and Andrew Kinnear, VP, digital strategy. Both executives will retain their roles at Environics.
“We’ve been building up our digital capabilities for some time and now we decided it was appropriate to put a unique brand on that part of our operation,” said Bruce MacLellan, president and CEO of Environics Communications. “Doing so will create a stronger image and recognition in the marketplace that we’re offering these [digital] services to help clients.”
Agnostic’s services are categorized under three core tenets: “thinking” (digital audits, brand planning and developing, and digital ecosystem planning); “doing” (content marketing, concept creation, web/mobile development, influence marketing, video and animation); and “guiding” (analytics, social media monitoring and community management).
The aim is to deliver digital programs that help foster long-term customer relationships, with a focus first on consumer behaviour. “It’s not about force-fitting a digital strategy into a client program, it’s about really understanding how consumers use digital in their everyday life,” said Kinnear.
Agnostic will serve Environics Communications clients, but is also seeking to attract its own clients. “Our Agnostic digital work is already part of many integrated communications programs,” said Acken. “But without a doubt, as our name gets out there and our work speaks for itself, we are looking for digital-first clients and have a few already.” So far, clients include Blacks and BodyRock.tv.
There are currently 13 staff members on the Agnostic team, including researchers, strategists, analytics experts and content producers. Stephen Creet, creative director at Environics, will also serve as creative director at Agnostic.
“[Agnostic] is all part of the evolution of Environics to a more modern, integrated agency with strong creative and digital services that meld nicely with our core traditional public relations expertise,” said MacLellan. “We’re finding that’s the blend that’s working really well for clients in earned, owned and paid work, which is more and more of our focus.”
