BRANDING PRACTICE BLOOMS AT ORGANIC
By Adnews Staff
Internet professional services firm Organic Inc. has created a global brand management practice to be run out of its Toronto's office. Will Novosedlik, former founding partner and vice president of branding for Russell Inc., has been tapped to head up the new practice. He will lead and train branding consultants throughout Organic's international offices in Asia, Europe and Latin America. The San-Francisco-based firm is constantly monitoring industry changes and adjusting services to serve clients best, co-founder and CEO, Jonathan Nelson said. "Recently we've seen the traditional science of branding challenged by the Internet. Audiences are no longer stable. Companies must determine how to best build a brand and have a relationship with their customers across a wide array of media," he said in a statement. Organic counts Tommy Hilfiger, DaimlerChrysler, Blockbuster and Federated Department Stores among its client roster. In Canada, public relations for Organic is handled by Environics Communications of Toronto.