{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Welcome to the Arena from ICR – Conversations with Today's Innovators & Business Leaders","title":"Anton Nicholas, Managing Partner, ICR  – Revving up Consumer Relationships: How Blue Engine Merges Creativity and Strategy in PR Communications","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/57009c94\"></iframe>","width":"100%","height":180,"duration":1471,"description":"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.\nWe'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.\nWe'll dive into Anton's career and his work with Blue Engine, but not before settling an important debate about snack foods...\nHighlights:\nTom and Anton break the ice (2:51)\nAnton's work background and path to ICR and Blue Engine (4:34)\nAnton describes the work he oversees at ICR (5:30)\nHow the ICR Lifestyle Lab transitioned into Blue Engine (6:52)\nAnton explains what distinguishes Blue Engine's work from the Lifestyle Lab (7:52)\nThe acquisition that led to Blue Engine (8:52)\nSize and scale of the business (10:04) \nWhere ICR and Blue Engine connect, and differ in their approach (11:52)\nWhere the name 'Blue Engine' came from (14:21)\nThe industries and clients Blue Engine is best suited for (15:28)\nAnton walks through potential hurdles as the business grows (17:47)\nAn example of Blue Engine's offerings through their work with a specific client, and how they handle crises for clients (19:09)\nAnton answers a burning question from Tom (22:14)\nLinks:\nAnton Nicholas on LinkedIn\nICR LinkedIn\nICR Twitter\nICR Website\nFeedback:\nIf you have questions about the show, or have a topic in mind you'd like discussed in future episodes, email our producer, marion@lowerstreet.co.","thumbnail_url":"https://img.transistorcdn.com/VPbFZOgoHk78hrWlplrfMSrQROUNxI8jcZ2Gv-hyKm4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mYmFh/NWFlNGJjY2Y0NGFk/YmM2NWJiMTI4NmVh/OWQ4Yi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}