NEW YORK: Weber Shandwick(万博宣伟) has rebranded with a new logo, tagline, and business model to showcase the agency's transformation in the last decade. The “Engaging, Always” slogan highlights how “a lot has changed in the world of PR and in the world of Weber Shandwick,” said Gail Heimann, global vice chair at the agency. She said a decade ago, the firm was focused on traditional PR, but now it's working in multiple channels and across many disciplines, like social media, digital, and content creation. For the rebrand, which it introduced internally in recent weeks, Weber created a logo made up of a comingled “W” and “S” forming a square frame. “We do have a new look, a new feel, and a new expression, but for us, it goes much deeper than that,” added Heimann. “It is an operating system, and it's the way all of us not only think about the business but live the business every single day.” To allow more collaboration internally, the agency created a searchable employee database called “MyWeberShandwick.” Similar to Facebook, it helps employees around the globe engage one another on a regular basis and share ideas, she said. Andy Polansky, president of Weber Shandwick, said unlike many rebrands and anniversary celebrations that focus on the past, the Engaging, Always initiative highlights what the agency is doing now. “It is really more about what we've become and where the business is headed, and that's the spirit of what ‘Engaging, Always' is all about,” he explained. “It's not an aspirational platform; it's really what we've become.” The agency's client services will remain the same despite the rebrand, said Heimann, but Weber plans on making some “new transformational hires” in the future with people from “different walks of life,” such as digital specialists, strategists, and planners. She added that the firm's goal is “engaging the right communities at the right times and doing that in a world that is largely 24/7 and always global.”