By: Jasmine West
Detroit-based communications agency 98Forward is expanding its work beyond traditional public relations with the launch of 98Tech, a new division focused on digital strategy, creative services and technology-based business solutions.
The agency has also named Diop Shumake executive director of integrated strategy and client growth. Shumake will lead client strategy, business development and account operations while helping shape the services offered through 98Tech.
The expansion comes as organizations increasingly seek communications firms that can manage public relations, marketing, digital platforms, creative content and technology under one strategy. Through 98Tech, the agency plans to offer support in areas including website consulting, digital experiences, technology integration, content development and the use of artificial intelligence in communications.
“The launch of 98Tech reflects where our industry is headed and where our clients are asking us to go,” said Marilyn Horn, president and CEO of 98Forward. “Diop’s multidisciplinary leadership experience will help us continue delivering innovative, forward-thinking solutions while maintaining the personalized service that has defined our agency for nearly three decades.”
Shumake will work with the agency’s leadership team to improve internal systems, build new partnerships and identify opportunities to expand services for current and prospective clients.
His role will also involve connecting the agency’s communications work with broader business needs, including operational planning and long-term growth.
“Our work is measured by results, and 98Tech will deliver the creative systems and technical capabilities that bring our strategic vision to life,” Shumake said. “I look forward to building on 98Forward’s incredible foundation and integrating solutions that drive long-term growth for both the agency and our clients.”
The new division will operate alongside 98Forward’s existing services, which include public relations, crisis communications, marketing, stakeholder engagement, executive positioning and event strategy.
Agency leaders said 98Tech will allow teams to provide clients with a more coordinated approach, particularly as digital platforms and emerging technology continue to reshape how institutions communicate with the public.
The agency works with clients in government, education, health care, nonprofit, corporate and community sectors. Those organizations often need to reach several audiences at once while responding to fast-moving public conversations, managing their online presence and protecting public trust.
Antonice Strickland, vice president of 98Forward, said the expansion is intended to help the agency respond to those changing demands without moving away from its foundation in strategic communications.
“Our goal has always been to help organizations navigate complexity, build trust and create meaningful impact,” Strickland said. “As our clients’ needs continue to evolve, so must we. 98Tech allows us to deliver more integrated solutions while remaining rooted in the strategic communications expertise that has always defined 98Forward.”
Founded in Detroit, 98Forward has operated for nearly three decades. The agency has built its work around communications strategy, public engagement and helping organizations explain their work to the communities they serve.
With 98Tech, the company is positioning itself to take on a larger role in how clients develop digital content, manage technology and connect communications goals with overall business strategy.
