The challenge of any organization is to build for the long-term by adapting to market dynamics while staying true to your core value proposition.

We did this last year with the merger of Access Communications and Emanate, two powerhouse boutiques, to create a mid-size agency with the talent and resources to strategically support our clients’ needs in a rapidly changing communications landscape.

Today, we take this one step further by changing our name to Access Brand Communications. It’s more than a name change, it’s the next chapter of what defines and differentiates us.

Since the day we started twenty-five years ago, our mission has been to provide companies with access points to new audiences by making the complicated uncomplicated. This started with working with emerging internet companies to introduce new technologies to corporate and consumer audiences.  Two decades later, we help our tech and consumer clients more meaningfully connect with their target customers via social media and new digital influencers.

Our core value proposition is even more essential today when dealing with a complex, noisy, multi-screen marketing world where there has been a shift of power from brands to consumers.

Our new name is reflective of our roots and how brands of all types are looking for less costly and more effective integrated communications. It’s about the transition from clip counts to engagement, from messaging to influencing, from a broad reach based on circulation numbers to targeted relevance through multi-dimensional touch points.

We’ve streamlined the complexities and costs of “integrated” communications with a non-siloed structure that blends earned media, digital and experiential teams. Through this seamless approach we are giving brands like Facebook, Capital One, Nivea, Blue Diamond and Dr. Pepper and a growing roster of B2C and B2B brands access to audiences that count.

We also believe every relationship is earned. Grounded in the discipline of earned media, Access earns every relationship – with clients, influencers, media and audiences of all kinds – with authentic story-telling and smart campaigns that drive impact.

As part of the new Access, I’m thrilled to be bringing on board a new General Manager for our New York office – Bob Osmond, whose blend of B2B and consumer brand-building experience mirrors the history of Access. He will be an important part of the agency’s growth goals.

It’s an exciting and rapidly changing time in communications. We operate in an increasingly cluttered and noisy world. At Access, we believe connecting the dots between PR, digital and experiential channels doesn’t have to be overwhelming; instead it can just be a great opportunity for brands and the audiences they serve.