By: Joel Primack
Al Golin started Golin 58 years ago, when he cold-called Ray Kroc, who was starting McDonald’s. McDonald’s remains a client of Golin, one of their largest, building their reputation around being innovative and introducing new corporate and consumer communication strategies.
Golin, headquartered in Chicago, is an international communication firm that provides their clients the most relevant insights and creative ideas to engage their audience across the most mediums. They have 50 offices across the Americas, Europe, the Middle East, Asia and Australia, with more than 25 partners. The global reach of Golin strengthens their commitment to clients.
Golin, in February 2016, bought The Brooklyn Brothers, a creative firm with offices in New York, London and Brazil, adding additional elements and resources to clients, including a Hollywood writing room. The Brooklyn Brothers and Golin share the mission of being the agency of relevance and creativity. Golin drives relevance through their insights and measurement tools, while The Brooklyn Brothers bring their storytelling capabilities to the table. This creates a strong firm that can drive engagement with stories and measure those results for their clients.
Explorers, creators, connectors and catalysts are the communities within Golin, because they got rid of a hierarchical model for the agency, creating the g4 model. Members from each community collaborate on projects for clients, building a creative, relevant communication plan to reach the audience. This model has produced specialists from generalists. Golin is committed to their employees and clients, showing with the a slogan of “Go All In.” It can be applied to anything and everything, because Golin wants their employees to “Go All In” inside and outside of the office, creating more meaningful lives.