Melanie is a master networker who eclipsed sales quotas during her tenure at the wire service.  In her new role — which we created for Melanie — she will focus on attracting major B2B and consumer brands to SHIFT’s New York and Boston PR offices.

In this gloomy economic climate, where do we get off “creating new roles” for people?  The answer is not dissimilar to the one I gave those skeptics who questioned our opening of the SHIFT-NYC office last month: we are investing in the downturn, positioning ourselves — via everything from “geography” to “talent” — so that SHIFT is among the first agencies to take advantage of the rising tide that’s sure to come.

As Jim Collins noted in his seminal business book, “Good to Great,” first you want to get the right people on the bus, and then figure out where to seat them.  We are confident that with Melanie Collins on the SHIFT bus, we’ve mapped out a surefire route.

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