When 98Forward Public Relations first embarked on its journey 25 years ago, the echoes of its inception reverberated through the pages of the Michigan Chronicle. Penned by publisher-emeritus Sam Logan, the article unveiled the exciting news that marked the beginning of a transformative era. Little did the city know that this moment would evolve into a quarter-century saga of resilience, innovation, and community impact.
Fast forward to today. 98Forward stands as a pillar, continuing its dedicated service to the community while uniquely shaping narratives in the city and beyond. The evolution of 98Forward is nothing short of extraordinary, boasting a footprint that now extends over 200 clients while proudly being led by Black women. The agency’s versatility is shown in its client list, which ranges from automotive to public policy, non-profit, and infrastructure. The transformation is not just noteworthy; it’s a testament to the agency’s commitment to progress and inclusivity.
A Glimpse into the Past: Berg Muirhead & Associates
Rewinding its inception in 1998 as Berg Muirhead & Associates, the agency was founded on the principles of propelling the city forward and fostering partnerships with businesses that shared this vision. Georgella Muirhead and Bob Berg, the founding partners, brought a unique blend of public and private sector experience, laying the foundation for a diverse and forward-thinking firm. However, Muirhead notes that the company’s initial aspirations were not as crystallized and expansive as the impactful movement it has become today.
“We didn’t have this great business plan,” said Muirhead. “When Bob and I started this firm, we had one key objective. Pay our bills.”
Initially an escape from working in the government industry, the two long-time business partners set out to create a small firm with a large Detroit community focus. Under their leadership, the agency flourished, becoming deeply ingrained in the community. Muirhead, with over five decades of communication experience, is an award-winning PR practitioner whose expertise and professional insight are the soul of the firm.
During their 18-year tenure, Berg Muirhead & Associates evolved into a force to be reckoned with, successfully navigating high-profile projects and shaping the narrative of Detroit’s ever-changing landscape.
Now, they were doing much more than paying the bills. 98Forward was now paving the way.
Leadership and Legacy
In 2016, Marilyn Horn, President and CFO, took the reins, steering the agency into a new chapter. Rebranded as Van Dyke Horn, the agency experienced exponential growth under Horn’s leadership. She not only preserved the principles set by the founding partners but also expanded the agency’s reach, quadrupling annual revenues and diversifying the client portfolio.
Horn’s journey of success with the agency traces back to the year 2000 when she initially joined as a contractor. Undoubtedly, her 30-year financial background and extensive experience within the agency positioned her well in a leadership role. However, it was Bob Berg who convinced her to formalize the transition. The unwavering faith, trust, and strategic insight from both Berg and Muirhead once again paved the way for the agency to embark on a new transformation with even further reach and promise.
“When Bob tells you listen,” Horn laughed. “I told him he had to go on this journey with me and he was. I learned so much from him because I respected him so much. Even though I had the financial background I didn’t have the PR side and because of him I gathered the PR side.”
The year 2019 witnessed a poignant moment with the passing of Bob Berg, yet the agency persevered and thrived. The steadfast commitment remained centered on nurturing positive narratives and community impact, aligning seamlessly with Berg’s vision. Initiatives like the Berg Muirhead Scholarship for Public Relations, accessible to Wayne State students, serve as a living tribute to Berg’s legacy while upholding the agency’s impactful nature. His substantial contributions to the agency endure, with the now 98Forward team ensuring the pivotal role he played in setting their solid foundation is always acknowledged.
“Our commitment is to continue helping young practitioners understand the profession, grow in the profession, and become leaders in the profession.” said Muirhead.
25 Years 25 Acts of Kindness
In celebrating its 25th year, 98Forward opted for a non-traditional approach. Instead of extravagant festivities, the agency pledged to carry out 25 acts of kindness throughout the year. A goal the agency proudly surpassed. This commitment to giving back reflects not only the agency’s ethos but also its deep roots in the Detroit community.
“One of the things Bob and I always wanted to do was be part of the city of Detroit,” said Muirhead. “We didn’t want to just have offices in the city. Everybody doesn’t have that philosophy, but we do. 25 acts of kindness just reinforce that initial commitment to be a part of the city and be a part of things that make a difference. Large and small.”
Throughout this year, 98Forward has undertaken various initiatives to celebrate a quarter century of service, ranging from feeding homeless veterans to hosting a clothing drive and donating backpacks and toys. The agency’s commitment extends beyond monetary donations, with team members actively contributing their time and aligning with the advocacy, philanthropy, and community service that form the core of the agency’s purpose.
“We adopted a family this year. It was a mother with 5 children,” said Strickland. “Although there are so many different things going on and it’s the holidays and everyone is giving back, but it was awesome to know that we impacted a family in a very powerful way.” Beyond toys, the agency also provided necessities such as clothes, underwear, and socks.
A New Girl in Pearls
In August 2023, as part of Black Business Month, 98Forward announced the promotion of Antonice Strickland to Vice President of Public Relations and Business Development. Strickland’s journey from Senior Director of Business Development to this role signifies a commitment to nurturing internal talent and driving business growth.
With a career spanning over 12 years, Strickland has been a driving force behind revenue growth, increased clientele, and elevated brand awareness. Her expertise extends across national campaigns, personal brand elevation, and securing coverage in prominent media outlets. Strickland’s leadership is poised to play a key role in shaping 98Forward’s future.
Sitting up straight, dressed in black, and adorned in pearls, much like the women who have led before her, Strickland has no doubts that she wants to leave a legacy at 98Forward.
“Their commitment is really what I saw in my beginnings of being part of 98Forward,” said Strickland. “Their passion and fire are the things that really drew me to wanting to work here. I want to continue building and growing this legacy that was started 25 years ago.”
98Forward is committed to maintaining Black women’s leadership, and with good reason. Given that the ethnic breakdown of the PR industry is less than 10 percent Black, these women recognize the crucial importance of not only amplifying Black voices and perspectives but also valuing the input and experiences of women.
“A feature I would love to have, is for the agency to remain woman owned and woman led,” said Horn. “A lot of times we don’t get enough room at the table. We want to make these new pathways so we can have a voice and a seat at the table.”
Looking Forward to a Bright Future
As 98Forward stands at the intersection of its storied past and promising future, the agency’s commitment to diversity, equity, and inclusion remains unwavering. The strategic alliance, acts of kindness initiative, and longevity collectively symbolize a forward-thinking agency that continues to evolve, inspire, and make a tangible difference.
The 98Forward team is composed of associates and PR practitioners who deliver a fresh yet calculated and experienced full-service product to their clients. With a blend of diverse experiences and approaches, these team members share a common commitment to being results-driven and achieving the collective goal of community impact through powerful storytelling.
In celebrating 25 years, 98Forward is excited about what the next 25 years will bring. As they continue to redefine narratives, craft legacies, and inspire change, 98Forward serves as an embodiment of what can be achieved through dedication, inclusivity, and a forward-thinking approach. Here’s to 25 years of excellence and the countless narratives yet to be written and amplified by this pioneering agency.
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