News: 0007


Raleigh Strategic Communications And Advertising Firm Unveils New Brand With Focus on Brand Reputation Management

RALEIGH, N.C., Oct. 12, 2017 – As the culmination of an organizational shift that began four years ago, MMI has officially rebranded as BAERING. Founded in 2004 as a public relations agency serving the Research Triangle Region (RTR) of North Carolina, the company began to undergo drastic change in 2013 under the leadership of newly appointed industry veteran Alfred Leach as president and chief strategy officer. Through expansion of its strategy-led communications service offerings, the firm has continually evolved to best support its middle-market and Fortune 500 clients in a market experiencing exponential growth.

“BAERING is a new breed of agency. We sit at the intersection of a brand’s reputation and its business growth strategy to help CEOs navigate issues that are increasingly complex,” said Leach. “With accountability center stage, C-suite leaders require trusted advisors who understand the unique challenges they face. This is our currency and what BAERING is built to deliver.”

As a full-service firm, BAERING provides advisory, strategic communications and creative services across a variety of industries. The name BAERING embraces the concept of “finding a safe course through uncertainty.” It is a hybrid of “Faering,” an early ship used in Viking sea exploration, and the directional term “bearing.” The firm’s new name reflects its continued ability to provide clients with counsel and direction through uncharted challenges and opportunities.

“With broad industry and business expertise, as well as a deep bench of experts, our firm is well equipped to guide and support brands looking to grow into and disrupt the market,” said Ann Whitehurst, vice president of brand. “BAERING remains entrenched in the Research Triangle Region. It combines those deep local ties with a fresh perspective and a bold approach to bring a custom-built solution to every engagement.”

In addition to a new name and visual identity, the firm’s metamorphosis is marked by a geographical move from Cary, North Carolina to Raleigh. In July 2017, the doors opened to a new office on Raleigh’s Wade Park Boulevard. On a national and global level, RTR is acclaimed for its history of advancing thinking and innovation. With an ever-increasing number of businesses that are either new to the Triangle or expanding their existing footprint here, BAERING is physically and organizationally positioned to help these businesses accelerate their growth and talent recruitment interests.

Several construction and design organizations played an instrumental role in bringing BAERING’s new office to life, including Cushman & Wakefield, Tina Barnard Design, Edge Office and Brookwood Construction. Featuring an open and organic floor plan, each department has its own dedicated space while still maintaining a physical connection to the rest of the office. As a whole, the move represents an advancement in the team’s ability to collaborate with clients and each other.

“As a local, independent agency, we have an innate ability to ensure the needs of our people and clients are never lost,” said Michelle Fowler, executive vice president. “Each individual aspect of our rebrand, from our new name to our open, collaborative office space, is a testament to our consistent efforts to not only embrace change, but to seek it out as a united team.”

BAERING remains deeply entrenched in Raleigh’s economic development and well equipped to provide services to businesses relocating and expanding here — the firm has been proud to call the Research Triangle Region home since the beginning and continues its commitment to supporting the city’s continuous economic growth.