20 years after its founding, The Holmes Report is rebranding as PRovoke — building on the success of the Global Public Relations Summit, which adopted the PRovoke brand three years ago.

“When I launched The Holmes Report in January of 2000, it was a one-man brand in terms of content production,” says founder and chair Paul Holmes. “It made sense to put my name on it, because it was a publication that reflected exclusively my beliefs, my priorities, and my news values.”

Over the past decade, however, the Holmes Report has added a number of singular voices to its content team, starting with CEO/editor-in-chief Arun Sudhaman and including chief product officer/executive editor Aarti Shah; associate editor Maja Pawinska-Sims, and senior reporter Diana Marszalek.

“The reality is we now have an editorial team that spans London and New York and Hong Kong and San Francisco, supplemented by contributors in other markets, all of whom bring their own strong viewpoints, their own distinctive voices, their own knowledge and experience to our coverage of the industry,” said Holmes. “The company has not been about one person’s perspective for quite some time, and we needed a brand that reflected the change.

The PRovoke brand was an obvious choice. We started using it for the Global Public Relations Summit because people told us that it was so much more provocative than other conferences of its kind. We try to bring that kind of provocation to everything we do, producing content that challenges the conventional wisdom, that urges people to think deeper or differently about the issues facing our profession, that incites behavioural change, and that challenges our own people to ask the tough questions.”

Going forward, the PRovoke brand will be used for all of the company’s content, including the website and all of its conferences around the world (the former IN2Summits), including annual events in North America, EMEA, Latin America, the Middle East, Africa, India, and the Asia-Pacific region.

PRovoke MENA, which takes place in Dubai on February 5, and PRovoke North America, in Chicago on February 12, will be the first events under the new brand.

The SABRE (Superior Achievement in Branding, Reputation & Engagement) brand will continue to be used for the company’s awards, which now include separate competitions in North America, Latin America, EMEA, Africa, South Asia, and the Asia-Pacific.

“It’s incredible to look back to the origins of the company, as a newsletter covering the public relations business in the United States produced from an apartment in Manhattan, and to see how it has grown to become truly global in scope, and adapted to a changing media environment to encompass a wide range of digital and social content, and some of the largest content-driven events in the PR business—as well as the largest global public relations awards program,” said Holmes.

To mark the company’s 20th anniversary, meanwhile, PRovoke has unveiled Next20, a content plan that bring our formidable editorial approach to bear on analysing the state of the PR industry across the world, with a particular focus on emerging markets in the Americas, EMEA and Asia-Pacific. The future-facing initiative, which will analyze the challenges and opportunities facing the public relations industry during the next 20 years, has already secured numerous partners that will result in Next20 events and features in the USA, UK, China, India and Korea. To learn more about this initiative, please contact us.

“The most gratifying aspect of our growth over the past decade has been the relationships we have built across all corners of the globe —underpinning the expansion of our event footprint to no fewer than 15 cities around the world last year,” said PRovoke CEO/editor-in-chief Arun Sudhaman. “Those relationships help us deliver the kind of thought-provoking editorial to which we aspire, and provide us with considerable optimism about the next decade of our journey.”

All relevant properties are in the process of rebranding, including our podcast, and our social media channels — Twitter, Instagram, Facebook, LinkedIn and YouTube