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Communications Group Embarks on Next Quarter Century with Rebranding Campaign

“You have to be willing to re-envision your story in order to be successful in marketing today.” So said, Dan Cowling, president/CEO of The Communications Group, at the company’s kickoff of a rebranding campaign, restructuring and new interactive website. With the coining of the word “ReEnvision,” Cowling, who along with his brother Dane Cowling is one of the founders of the firm, is leading the regional agency into the next quarter century, having successfully navigated the changing landscape that has been the marketing and advertising world in the previous 25 years. 

The Communications Group first opened its offices in 1987 in the downtown Little Rock high rise at Broadway and Capitol that was then home to the First Commercial Bank corporate headquarters. The agency still has the original office space on the 13th floor, but the building is now the Regions Bank Center. Over the last 25 years it has undergone three expansions as its business and staff grew to accommodate the addition of state, regional, national and international clients.

|RESTRUCTURING| “Vision is not enough. The most important thing in today’s environment is change. You have to be constantly changing and adapting – re-envisioning – to stay competitive,” said Cowling. This philosophy provided the foundation for the agency’s restructuring to represent the company’s areas of specialized marketing practice. The agency has rezoned its traditional departments into seven highly specialized areas of service including B2B [business-to-business], outreach and education, professional and retail, research and strategy, public relations, creative and digital. Each group has the agency’s top specialist as the leader for that area of service.

|NEW BRAND PROMISE| Following a series of staff retreats and MessageMapping™ sessions, Cowling said the agency’s brand promise of “only specialists” was easily articulated. “Walk through our front doors and you will see that brand promise of “only specialists” on the wall in our lobby, along with each of the seven newly minted specialty group icons,” said Cowling. As part of the 6-month rebranding campaign, each of the specialty groups will have a one-week guerrilla takeover of the agency’s new website ComGroup.com, along with a host of digital, social and traditional elements. The agency’s new website features videos, music, Spotify® playlists from each staffer and a unique new blog feature titled, Your Branded Life

|NEW BLOG| The new Your Branded Life blog focuses on the concept of personal branding. Cowling says, “The blog allows professionals to reflect on how their personal brand is affecting their personal success and happiness.” Cowling, who has served as an adjunct professor at the University of Arkansas, offers workshops and classes based on Your Branded Life. The blog can be accessed at ComGroup.com or by going to YourBrandedLife.com. “Re-envisioning is a strategy for marketing and a way of life,” says Cowling. What’s the agency’s business vision for the next quarter century? “Change,” Cowling says. “Twenty five years ago our industry was about big ads. Now it’s about big ideas that keep pace with change.”

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The Communications Group is a marketing, advertising and public relations firm headquartered in Central Arkansas with clients throughout the country. Principals: Dan Cowling, president and founding partner; Dane Cowling, founding partner; Lisa Bondurant, principal, executive vice president.

LITTLE KNOWN COMMUNICATIONS GROUP FACTS:

  • The agency opened its doors on Friday the 13th
  • The agency’s offices are on the 13th floor of the Regions Bank Building
  • The agency’s longest client relationship is 26 years: Innovation Industries [B2B client]
  • Technically the agency is 26 ½ years old
  • The agency once had a garage door in its lobby {when representing Windsor Door} and a gold a/c motor [courtesy of current client Baldor Electric]

New Specialty Group Icons [click below]:

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