Sig Huitt, Adam Bernstein, Amanda DeWeese, Seth Kingdon, Louise Dixon and Anna Woods (not pictured) work in our Charlotte office.
In 1983, about the time I was collecting an undergraduate degree in journalism from UNC Chapel Hill, three veteran communications professionals — Sig Huitt, Dick Stark and Bill Ballenger — were launching a new public relations firm in Charlotte, NC. Stringing together last names or some acronym thereof would have been the traditional approach to naming a professional services firm. But the group chose a practical if not technical title, Carolina Public Relations / Marketing, Inc., reasoning that they needed an understandable and accessible brand in a market with nascent demand for public relations and marketing communications services.
As with their PR counsel, the group’s collective branding instinct proved to be dead on. The name shortened to Carolina PR over the ensuing 34+ years, as both Charlotte and competition for marketing communications services grew dramatically. Yet the firm’s reputation remained rock solid, so much so that after merging with Chernoff Newman in 2014, we adopted a hybridized name on an interim basis to build off of strong brand equity.
That phase is now over as we officially retire the name Carolina PR from the Charlotte brand becoming Chernoff Newman. Dating back to its founding in 1971, Chernoff Newman has a rich and successful history in its own right as one of the Southeast’s leading advertising and marketing communications firms.
The Carolina PR logo resembled an eye, a lens, or a sextant: symbols of vision and direction. It symbolized the clarity, perspective and creative ideas about communications “to help those we counsel set course to successfully arrive,” as we used to say.
An iconic name may be gone, but its underlying principles endure as part of Chernoff Newman. That will become clear as you get to know our agency, its people and work. While you’re here, take a spin around the website and let us know what you think.