To succeed in these times, you need people who understand your business and the issues of the day. You need business partners that can provide the analysis and insights you need to make smart decisions. In this section, you will find published work, white papers, opinions and other examinations that underpin the programs we develop for our clients. Our thought leadership offers a fresh and informed perspective on the communications challenges and opportunities that most affect your world.

  • What Kind of Research Should Be Done Before the Launch of a New Product?

    In this PRWeek Master Class from October 2009, Lynn Fisher, Director of Brand Planning & Evaluation, details how research enables the purpose-driven creativity to effectively launch a new product.

  • Build the Right Internal Team to Manage Digital

    In a PRWeek Op-Ed, Rachelle Spero, EVP of Cohn & Wolfe Digital Media, encourages companies to establish a cross-functional digital council to centralize the ongoing management and deployment of its strategy, policies, standards and ongoing digital training.

  • The 2009 Green Brands Survey

    The Green Brands study explores consumer attitudes and perceptions towards green issues. The 2009 study surveyed nearly 6,000 people in seven countries and ranks 335 brands.

  • Restoring Trust in Financial Services

    In this PRWeek op-ed, Matt Wolfrom says the financial services industry should consider adopting the same political campaign tactics that got their new bosses elected.

  • Diagnosing Digital

    The role of digital and social media in healthcare marketing and communications is rapidly evolving. In this white paper, Rachelle Spero provides a framework for managing the transformation.

  • Big bill for a green revolution

    In this byline article for PRWeek (UK), Geoff Beattie, head of Cohn & Wolfe's Global Energy practice discusses how the deepening recession illuminates an essential truth about renewable energy.

  • Bread with Less Bread

    In recessionary times, purveyors of food need to deeply understand their consumer’s revised set of values and how they want to be communicated to instruct efficient, effective brand communications.

  • The Playbook for Restoring Trust

    Investors feel betrayed by the precipitous drop in the nation’s markets. Restoring faith among key audiences keeps a company alive to play again. Losing means that the season is over.

  • Join the Battle for Carbon Capture

    The blunt truth is that politicians will only start taking Carbon Capture and Storage (CCS) seriously if they believe there is widespread support for it. And at present, the opposite is true.

  • Get on the Green Bandwagon

    Cohn & Wolfe’s Geoff Beattie looks at three “blue chips” that have enhanced their reputation through the right combination of genuine substance and clever PR.

  • Making a Name for Yourself

    How did Eon, a UK utility, get to be in the top ten greenest brands? The lesson from Eon’s brand campaign is that simplicity pays dividends.

  • The Challenge of Happy Customers

    In the course of our work, we came across a type of customer who is taken for granted far too often: The Happy Customer. Unfortunately, their "thank you's" are more often than not ignored.

  • Crisis Management and The Half Second News Cycle

    Digital media has changed the rules of crisis management, and companies that ignore the new rules are risking their hard-won reputations.