Hill+Knowlton Strategies has launched H+K SJR, a new service in Canada that combines the public relations services of H+K with the digital content and digital publishing experience of Group SJR.
Hill+Knowlton Strategies’ acquired Group SJR in 2013. Launched a decade earlier, Group SJR had grown to 50 employees with offices in New York and Los Angeles by the time it sold to H+K.
“As the traditional PR model continues to evolve, branded content is becoming an integral part of the communication mix,” Goldy Hyder, president and CEO, H+K Canada, said in a statement. “Group SJR is leading growth in the U.S. and we’ve already seen its potential at work for our clients here in Canada.”
Joseph Peters, senior vice-president and national practice leader, digital, social and content strategies at H+K Canada, will also serve as national lead for H+K SJR in Canada.
“The world of content lives on a continuum from lightweight tweets to heavyweight white papers and television ads. The H+K SJR sweet spot is middleweight content,” Peters said in a statement.
H+K noted brands are increasingly being required to behave like top-tier publishers in order to connect with consumers and its new service will provide such services as digital storytelling supported by visuals.
The combination of H+K and Group SJR is “bringing public relations and publishing together, with storytelling and creative at its core,” added Alexander Jutkowitz, vice chairman, chief global strategist and managing partner of Group SJR.