In 2010 we announced Arment Dietrich was no longer a PR firm.

It was pretty amazing to see what happened, almost overnight. Clients and prospects, alike, stopped asking us to do only publicity and instead began to bring us in on integrated marketing communication programs.

Even though we were constantly demonstrating our capabilities, we weren’t seen as an integrated firm until we drew a line in the sand.

I didn’t even realize I was doing something trendy, or what the startup world calls “pivot,” I was simply responding to client needs and to the big shift the web was creating for the marketing and communication industries. (more…)