Today, there are countless platforms to reach consumers, but utilizing too many outlets can also fragment a brand's image. Our guest on this episode specializes in strategic brand exposure, providing clients with guidance to target consumers, and maintain a united market presence. We're sitting down with Anton Nicholas, Managing Partner at ICR. Anton just celebrated his 12th anniversary at ICR, and he runs the corporate PR team for all of Consumer, from retail to apparel to food to restaurants to CPG. It's a big practice within ICR, but we've also added a new brand: Blue Engine, an ICR offshoot creative consumer communications agency, and Anton is also taking care of that. We'll dive into Anton's career and his work with Blue Engine, but not before settling an important debate about snack foods... Highlights: Tom and Anton break the ice (2:51)Anton's work background and path to ICR and Blue Engine (4:34)Anton describes the work he oversees at ICR (5:30)How the ICR Lifestyle Lab transitioned into Blue Engine (6:52)Anton explains what distinguishes Blue Engine's work from the Lifestyle Lab (7:52)The acquisition that led to Blue Engine (8:52)Size and scale of the business (10:04) Where ICR and Blue Engine connect, and differ in their approach (11:52)Where the name 'Blue Engine' came from (14:21)The industries and clients Blue Engine is best suited for (15:28)Anton walks through potential hurdles as the business grows (17:47)An example of Blue Engine's offerings through their work with a specific client, and how they handle crises for clients (19:09)Anton answers a burning question from Tom (22:14)Links: Anton Nicholas on LinkedIn ICR LinkedIn ICR Twitter ICR Website Feedback: If you have questions about the show, or have a topic in mind you'd like discussed in future episodes, email our producer, [email protected].