David LaBar

David LaBar

Head of Strategic Communications at PMG
New York, United States

About me

Tech savvy and creative communications and brand marketing executive with nearly 20 years' track record in corporate communications, PR and marketing: both in-house and agency sides. I'm passionate about combining content, creativity and digital to build brand equity through integrated marcom programs. Worked alongside C-Suite executives at global, publicly-traded digital services firms leading strategic B2B comms focused on diverse stakeholders: press, social influencers, analysts, shareholders, Fortune 1000 clients and talent.

Built and shaped brand image of some of the world’s top digital ad agencies & consulting firms -- strategically repositioning them from market challengers to market leaders -- and navigating heavy contraction and expansion in the digital services space. Strong industry contacts in Advertising, Design, Digital and Technology sectors.

EXPERTISE - Integrated Marketing Communications: corporate communications, media relations, public relations, content marketing, thought leadership, crisis communications, investor relations, digital marketing strategy, social media, branding

Positions

Public Relations Consultant
New York, United States
October 2020 - Present (3 years 6 months)
Support the agency promotional needs of FCB/SIX, the creative data agency of FCB (named Adweek's 2020 Global Ad Agency of the Year).

• Work with leadership team on a variety of executive visibility efforts, such as press profiles, speaking engagements, thought leadership and submissions for the annual Agency of the Year competitions.
• Helped roll out the next chapter of the #MeToo movement: Act Too. Crafted PR strategy, press release, messaging and pitched reporters in advertising & creative trades worldwide for this FCB pro-bono client. Supported #metoo founder Tarana Burke on press interviews. Media blitz resulted in 135 articles, landing Ad Age's Pick of the Week and Impact magazine cover.
Global Media Relations Lead
New York, United States
2015 - 2020 (5 years)
Global PR lead for Accenture Interactive, the $10 billion digital experience agency of Accenture (NYSE: ACN), recently elevated to one of Accenture's four main business groups. Heavy focus on brand positioning and messaging as the legacy tech consultant repositions itself as a disruptive player in the marketing/advertising space, with a focus on CMO buyers.

• Helped reposition the business as a disruptive Experience Agency and propelled it into first place for media SOV among competitor set, ahead of IBM iX and Deloitte Digital. My award-winning team generated 2,750+ unique press articles in 2020.
• Secured company features and executive profiles in WSJ, NYT, Adweek, Creativity, Fast Company and WIRED, including magazine covers.
• Led Corp Comms around more than a dozen agency acquisitions, including managing all press coverage of Accenture's acquisition of creative shop Droga5. Fast Company hailed it “the biggest news in advertising in recent years" and the NYT placed it on Page 1.
• Support our brand presence at industry events and award shows, from SXSW to Cannes.
• Named Largest & Fastest-Growing Digital Agency network by Ad Age 4x and top-rated Experience Design provider by Forrester, managing company submissions.

Also spearhead global media relations to raise awareness and brand perception of Fjord -- the world's largest design firm with 33 studios -- as part of Accenture Interactive. Notable accomplishment includes generating publicity for Fjord's annual Trends report, having secured 240 articles last year, including a 2-page exclusive in Co.Design. Editorial and publisher tweets were #1 driver of traffic to our microsite with 1.5m views.

** My team was named Finalist for "Best In-House Agency Corp Comm & Marketing Team" at the 2020 Campaign US Agency of the Year awards in NYC. **
Content Director
New York, United States
2013 - 2014 (1 year)
Pioneered first Content discipline for SapientNitro, one of the leading digital agencies in the world. As part of a 30-person marketing team, I developed content audits and strategies, social media seeding, media buys and editorial standards, while reimagining the agency’s marketing and sales assets globally. Partner to creatives to reinvent copy, design and format of marketing vehicles -- from digital displays and case study videos, to Insights and new editorial e-zine – pushing the boundaries of innovation to increase engagement and enable sales.

• Defined vision, standards, services and skills needed to build content practice.
• Social media, paid media & SEO efforts yielded av 128% total lift in campaign engagement.
• Implemented analytics tools to prioritize and optimize budget spend by 15%.
• Key leader in relaunching corporate brand internally and externally in 2013. Devised content production strategy in line with new positioning around storytelling.
• Refreshed collateral system and debuted on new Jive-based KM platform.
• Co-authored with CCO book proposal on storyscaping. Publication: April 2014, Wiley.
• Currently consulting on new Insights report.
Global Communications Director
New York, United States
2009 - 2013 (4 years)
Headed up corporate communications for Sapient (NASD: SAPE), a $3.5B digital marketing and technology services firm, during 108% growth. I took a modern, integrated approach to public relations and crafted innovative programs to raise corporate profile and inject appeal to Sapient's image across three divisions in 35 markets. Heavy focus on media relations, digital/social media strategy, brand positioning and thought leadership. Chief brand steward and spokesman. Report to CMO.

• Architected brand and PR strategy that spun out Sapient’s consulting from agency businesses.
• Launched SapientNitro brand in 2010, repositioning it from dark horse to #1 digital agency (Ad Age, Forrester) by 2012.
-- Shifted perception from IT consultancy to agency through strategic editorial placement.
-- Achieved recognition as OMMA Silver Agency of the Year and Ad Age’s A-List.
• Consolidated 30+ social media channels into a few best-in-class properties governed by new policies.
-- Increased Facebook Likes by 13K and Twitter followers by 20K.
-- Boosted employee engagement 4x using employee advocate software.
• Concepted campaign for Cannes Lions’ first Pinterest channel, attracting 4,100 followers over 7 days.
• Launched ambitious thought leadership & influencer program -- including blog and 180-page Insights forecast -- fostering community conversation around emerging technology trends.
• Secured features and executive visibility in business media including CNBC, NY Times, WSJ.
• Led earnings messaging and strategic announcements, including three acquisitions.
• Forged strong relationships -- from designers to CEO -- and facilitated team collaboration between five global PR leads, six PR agencies and extended marketing team.
Marketing, Associate Director
New York, United States
2000 - 2009 (9 years)
Marketing, Associate Director 2004 – 2009

I managed a marketing team and created award-winning programs to raise awareness of Razorfish, build the brand and facilitate sales for third largest digital agency. Resurrected tarnished Razorfish name post dot-com into one of the most recognized and beloved digital agency brands in the world, culminating in 2008 sale to Microsoft (its largest acquisition to date). Programs included digital marketing, website, brand identity & positioning, PR, thought leadership, internal communications (2,000 employees), events and lead generation -- incorporating social media into every effort. Part of U.S. leadership team reporting to Global CEO Bob Lord.

• Garnered Webby Award for Razorfish.com’s pioneering use of Flash video webcams across 21 offices -- leading team of 12 creatives and technologists.
-- Traffic up 64%, sales leads up 63%, job applications up 75% one month post-launch.
• Crafted brand positioning, style guide and rollout strategy for firm post-Microsoft acquisition.
• Launched award-winning Wiki to handle change management around office integration.
• Placed 2-page profile in NY Times; CEO interview on CNBC; cover of CommArts; and TED talk.
• Supervised awards, resulting in 35 creative accolades in 2008, including D&AD Yellow Pencil.
• Launched outbound email campaigns, yielding 20% open rates.
• Generated new business at Staples and The Economist.


Corporate Communications & Investor Relations, Senior Manager 2000 – 2004
Oversaw firm’s media and industry analyst relations and served as company spokesman. I drafted press releases, messaging, and advised executives on industry trends. Extensive crisis communications experience during market downturn included CEO departure, 40% staff reduction, class action lawsuit, divestitures and two acquisitions.

• Developed strategic B2B communications plan to re-align PR to sales goals.
• Restructured communications team and improved teamwork globally via new intranet.
• Conceived, rolled out new brand identity following two acquisitions.
• Launched first Industry Analyst Days in NYC, Amsterdam & London and press launch in Tokyo.

From 2001-02, I also led the Investor Relations team and handled financial disclosures during economic downturn, regulatory changes, restructuring and ultimate sale to Microsoft. Report to CFO.

• Monitored trading and perception of RAZF stock among investors and analysts.
• Responded to 100% of shareholder inquiries.
• Responsible for earnings scripts, annual report, proxies and shareholder meetings.
• Developed Q&As related to one-time events, including IPO, reverse stock split, shelf registration, private placements, divestitures and NASDAQ notification.

Education

MS Marketing Communications

PRSSA [Integrated Marketing Master's Program: PR, marketing & advertising] Internship at Magnet Communications (EuroRSCG)

BA in English Literature (cum laude)

Other activities: Film & Music Critic, college newspaper

Other professional activities

PHNX 2022

Awards Jury Member

Similar Talent

Romy Abdelnour
Head of Communications
TBWA\RAAD
Alexandra Velasco
Head of PR & Communications
Droga5
Rachel O’Rourke
Head of PR & Brand Communications
Oliver
Lizzie Dewhurst
Head of PR and Communications
Publicis Groupe EMEA
Marie Euler
Head of Corporate Communications
Havas Germany
David Broad
Head of Communications Strategy
McCann New York
Ian Barber
Global Head of Corporate Communications
Dentsu Aegis Network
Faye Raincock
Global Head of Communications
TBWA\Worldwide

Create a free Talent profile and become a member of AdForum

Get Started