ICF Next to bring its traditional advertising offerings to a close

In a story reported by Ewan Larkin of PR Week, Fairfax, VA-based ICF Next will be winding down sectors that have less client demand such as traditional advertising and platform-development offerings. According to Kris Tremaine, senior managing partner at ICF Next, the agency will focus on its core services in integrated communications, business transformation and loyalty for commercial clients, but will also prioritize rapidly developing industries such as health, lifestyle and consumer goods and travel and hospitality.

Tremaine stressed that the agency will continue its creative work, but with an earned-first approach that could include storytelling via content shared across platforms, including paid media, as well as experiences.

ICF Next won Best of Show at the 2022 AAFDC American Advertising Awards for their work for The National Heart, Lung, and Blood Institute (NHLBI) titled: “Closing the Race Gap in Science”

There are no planned office closures but there are some jobs that will be effected. More here from the PR WEEK article.