“Haven’t you heard, there’s a recession?”

That question was posed to me by a colleague at a large, multi-national PR firm when I shared with him my plans to launch Crosswind.

What better time to bring new thinking to the media world and a new approach to client services than during these tumultuous times? Businesses in every sector are struggling to meet their business goals. Smart communications counsel is in demand to help these business leaders navigate. I am convinced the traditional agency model is changing dramatically and the smart firms are those who can adapt quickly to the changing environment. Our firm is built on the ability to help clients navigate this dramatically changing climate.

Here’s why we will thrive.

Crosswinds will provide experienced counsel, high-touch service and a national reach through which our clients can count on senior strategy expertise in the diverse practice disciplines and specialties that matter most to their business. Our structure also allows for a unique partnership alliance that ensures our client’s communications objectives are aligned with our bottomline.

We will operate as small agile teams of senior strategists, with a campaign mentality and a Performance Based billing structure. I truly believe that through this approach, Crosswind elevates the client-agency relationship to a true partnership.

In this day of gotcha media and government heavy-handedness,  business leaders are turning to experienced counselors who are willing to get in the trenches with them and join in the fight to distinguish themselves in a crowded market.  New ideas are needed, and we will bring them to the forefront of the public dialogue and make a difference.