2012 Americas Agency Report Card

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The Holmes Report's 2012 Americas PR Agency Report Card, which analyses 200 leading firms in the US, Canada and Latin America.

The Holmes Report's 2012 Americas PR Agency Report Card, which analyses 200 leading firms in the US, Canada and Latin America.

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  • 1. PR AGENCYREPORT CARD2012News and Intelligence for Public Relations Professionals
  • 2. s t i r c re a t i v i t y
  • 3. Two simple wordsremind us that great ideasshatter expectations.Two simple wordsset Ketchum apart.break through www.ketchum.com
  • 4. Agency Report Card 2012 the HOLMES REPORT PR AGENCY REPORT CARD Paul A. Holmes CEO Arun Sudhaman Partner and Managing Editor Greg Drury Partner and President - U.S. Operations Annabel Davis Chief Internet Officer Amanda Busby UK Administrative Manager Celeste Picco Chief Administrative Officer Anthony S. Picco Layout & Print Production The Holmes Report, PR Agency Report Card 2012 (ISBN 978-0-9831883-7-7) is published once a year by The Holmes Group, Address: 271 West 47 Street, Suite 23-A, New York, NY 10036, USA Tel: (212) 333-2300; Fax: (212) 333-2624 Second class postage is pending at New York, NY, and additional offices. POSTMASTER: Send all address changes to The Holmes Report 271 West 47th Street, Suite 23-A, New York, NY 10036, USA Individual copies of The Holmes Report PR Agency Report Card 2012 are priced at $69.95.2 www.holmesreport.com
  • 5. THE FREEDOM TO SEE.THE POWER TO DO. ®Chandler Chicco Agency is a global team of healthcare communicationsspecialists dedicated to helping clients tackle the most complex challenges.Bringing together an unmatched breadth of resources, CCA is valued as anatural extension of its clients’ organizations. As part of Chandler ChiccoCompanies and inVentiv Health, we are able to deliver integrated counsel andexpert insight from a variety of strategic perspectives. www.chandlerchiccocompanies.com
  • 6. Agency Report Card 2012 The competitive landscape this year’s Report Card now offer a wide range of digital for American public relations and social media strategies in addition to their historic firms has never been tougher. expertise in mainstream media relations. Some offer experiential communications, a range of content creation The past few years have services--including digital, video, print and more--and are seen dramatic changes in the even creating advertising campaigns. way companies communicate with their key stakeholders, a The growth of the PR industry in 2012—we estimate blurring of the lines between that the North American business as a whole grew consumer and corporate communications, an increase by close to 10 percent—indicates that despite what in the number of channels, and a shift in the balance continues to be a tough economy, public relations between paid, owned, and earned media channels. As a agencies are benefiting more from the opportunities of result, more and more agencies are competing for clients’ this new age, rather than suffering as a result of new communications dollars: advertising agencies, digital challenges. But there is no doubt that agency leaders will specialists and even management consulting firms are need to remain attuned to shifts in the media landscape beginning to offer services that would traditionally have and changing client expectations if they are to continue been considered part of the PR agency’s responsibility. to thrive in the new communications environment. At the same time, of course, those changes are creating new opportunities for public relations firms to Paul A. Holmes expand their own offerings. Most of the firms profiled in Paul Holmes, Editor EDITORIAL.............................................................................................................................................................. 04CONTENTS WHAT IS A PUBLIC RELATIONS AGENCY?................................................................................... 06 FREQUENTLY ASKED QUESTIONS (FAQ)...................................................................................... 12 AGENCIES OF THE YEAR........................................................................................................................... 14 ALPHABETICAL INDEX................................................................................................................................. 18 GEOGRAPHICAL INDEX.............................................................................................................................. 20 SPECIALTY INDEX............................................................................................................................................ 22 NATIONAL MULTI-OFFICE, MULTI-SPECIALTY FIRMS............................................................. 24 SPECIALIST, BOUTIQUES, SMALL AND MID-SIZED FIRMS............................................... 78 4 www.holmesreport.com
  • 7.   “Public relations can’t be learned except by experience.”     ‐ Harry S. Truman  KEKST AND COMPANY For more than four decades, Kekst has been dedicated to providing extraordinary  communications counsel and service to publicly traded companies and private  institutions around the world. Among our areas of expertise:    Corporate Positioning     Investor Relations  Crisis Communications  Corporate Governance     Litigation Support    Mergers & Acquisitions     Restructurings/Reorganizations  Alternative Investments   Media Strategies  Public Affairs                      New  York     San  Francisco  437 Madison Avenue  One Market Plaza  19th Floor  Spear Tower, Suite 1710  New York, NY  10022  San Francisco, CA  94105  Tel:   (212)  521‐4800  Tel:  (415)  852‐3900       WWW.KEKST.COM 
  • 8. Agency Report Card 2012 WHAT IS A PUBLIC RELATIONS AGENCY? Having allowed itself WHAT IS A PUBLIC RELATIONS AGENCY? to be defined in terms Clients not intimately involved with the public relations industry may be surprised to learn that of media relations and there is no consensus answer to that question, even among those who own and manage firms that publicity, the public call themselves public relations agencies. relations industry is Indeed, while many of the firms participating in this report consider themselves part of the public relations industry—they enter PR awards, are listed in PR league tables and rankings, coming to realize that belong to PR associations—they often call themselves by another name, preferring terms such as the digital and social Communications (which has also become a popular synonym for public relations on the client side media age requires a of the business). broader skill set. Even those firms that continue to self-identify with the industry by making the term Public Relations part of their name will occasionally assure prospective clients that “we are not just a public Paul Holmes argues relations agency” or that “what we do goes beyond traditional public relations.”that the industry needs Yet the truth is that little or nothing about what they do—even those who are now active in digital to go back to its roots, and social media, as most are—would strike the pioneers of the public relations profession as to embrace the surprising or non-traditional or beyond the confines of the discipline they helped to define. Indeed, early practitioners like Edward L. Bernays or Arthur W. Page would more likely to be shocked multiple tools and to find PR people describing themselves as mere communicators; they would have considered multiple channels communications to be only one aspect of the far broader role true public relations people can and that can help client should embrace. organizations manage the relationships LOSING TOUCH WITH THE INDUSTRY’S ROOTS with their key Bernays and Page and the others who created the foundation upon which the public relations stakeholders. business was built would have been even more disappointed in the trajectory the industry has taken in recent years, and at the negative perceptions surrounding the term “public relations” that resulted, prompting so many practitioners to seek alternate descriptions. Bernays defined public relations as a form social science. Page was insistent that “public perception of an organization is determined 90 percent by what it does and 10 percent by what it says”—a clear challenge to those who see PR as synonymous with communication. Yet somehow, the modern public relations business—including the vast majority of PR agencies— has allowed itself to be defined by the use of a single tool. Somehow, public relations has become synonymous with publicity or media relations or earned media. And this has led to the proliferation of an even less flattering term: “spin”—a term that implies that a company’s public relations activities are not only completely divorced from its behavior but often completely contradictory to it. Defining public relations so narrowly, in terms of a single tool or channel rather than in terms of the process of (as the name implies) managing relationships, has never been particularly helpful to 6 www.holmesreport.com
  • 9. Specialized Thinking I N T E G R AT E D CO M M U N I C AT I O N S 1 6 E a s t 3 4 TH S t re e t , N ew Yo r k , N Y 1 0 0 1 6 212.508.9600 / w w w . m a k o v s k y . c o mFinance / Health / Tech / Energy / Branding / Digital / Change Management
  • 10. Agency Report Card 2012those who practice public relations in its truest form. But it has reduced internal newsletters and magazines; written executive speeches;barriers to entry, so that the profession became open to—and arguably, created and managed events; handled product placement in televisiondominated by—those whose only real skill was the ability to generate programming; and even created advertising—usually corporate orpublicity or secure positive media coverage for their clients. issues-oriented advertising rather than product. Until relatively recently, that was a Faustian bargain the majority of This ability to create content in a myriad forms has come to the forepractitioners seemed ready to accept. There was plenty of money to be in the digital and social media age, which has seen increased demandmade in managing earned media coverage for clients, and by focusing for all of these forms of content and more: corporate blogs, digitalon that aspect of public relations, the industry was able to differentiate press offices, Facebook pages and social media hubs, podcasts anditself from related disciplines (most notably advertising) and to grow into webcasts, YouTube videos, mobile apps and widgets, even games andwhat is today close to a $10 billion global business. in some cases television formats and original programming. But over the past few years, that narrow definition of public relations Once again, a firm that defines its purpose in terms of securinghas begun to look far less attractive to many practitioners, largely as earned media coverage or publicity for its clients will find the transitiona result of the opportunities presented by the growing importance of to managing relationships or developing multichannel content difficult;digital and social media. a firm that defines its purpose in terms of public relations in the historic sense will embrace new forums for conversation and new forms ofTHE SOCIAL MEDIA AGE CHANGES content for what they are: wonderful and effective news tools that enhance and facilitate the process of building deeper, more enduring,EVERYTHING and mutually beneficial relationships between organizations and their Because the rise of digital and social media has encouraged stakeholders.companies to embrace two trends that are integral to public relationsin its original Bernaysian sense, but alien to it—or at least beyond its REDEFINING PUBLIC RELATIONScapabilities—in the narrower form much of the industry has adopted. The first of those trends involved the realization that organizations It should be clear that while the digital and social media revolutionneed to engage their stakeholders (consumers, employees, presents the public relations industry with an opportunity, it is not toshareholders, communities and others) in honest and authentic “move beyond” traditional public relations, but rather to rediscoverconversation in order to develop real relationships with them. public relations in its traditional sense, and to abandon the modern, Until relatively recently, it was still possible for a company to believe restricted model with its focus on earned media or publicity.that their brand was defined was defined by all the things it said about All of which is not to say that earned media is unimportant. Quiteitself: by its logo, its advertising, its sponsorships, its press releases. the opposite: as consumers are bombarded with multiple messagesToday, that seems like a hopelessly old-fashioned view of how the across multiple channels, the need for credibility—the major benefitworld works. Today, brands are defined by all of things consumers of earned over paid messaging—will only increase. Firms interesting(and other stakeholders) say about the company, its products and in managing the relationships between an organization and itsservices, in conversations that take place online and off—often without stakeholders will need to be adept at earning the confidence andthe input or even the awareness of the company itself. the endorsement of credible third-parties. But those third-parties will Companies cannot control those conversations or, by extension, include not only traditional media, but also new media (bloggers arethe perception of their brands. But they can influence them: first by the most obvious example) and other opinion leaders (a group thatensuring that their communications are authentic and honest (which includes not only traditional authorities such as politicians, educatorsin reality means ensuring that their products and services deliver on and scientific experts, but ordinary members of the public, friends andthe promises they make and—just as important—that their corporate family members, identified by much modern research as the mostpolicies and behaviors reflect the values they espouse in public); and credible sources of information in an environment in which institutionalsecond by participating in those conversations in a respectful and trust has been horrible eroded).responsive manner, devoting at least as much energy to listening as But true public relations firms will also need to recognize that publicthey do to talking. relationships are impacted by many other forms of communication. In other words, they need to focus on developing relationships rather Rather than positioning their discipline as a (cheaper, or more cost-than delivering messages. They need to focus on their public relations. effective, or more credible) alternative to advertising, for example, they If conversation is important in the digital and social media age, will need to recognize that advertising is just another (often immenselycontent is almost equally so. Digital and social channels provide powerful) tool for building public relationships—as are sponsorships,organizations with an opportunity to create content in a wide variety of websites, events, and all other forms of content. That doesn’t mean PRformats, content designed to engage, entertain and educate consumers firms need to be involved in the production of all of these elements, butand draw them into the conversation about companies and their brands. it does mean that PR firms need to understand when they are the most Public relations firms have always been content creators, of course, effective tools for a particular task, and be prepared to recommendbut historically the focus has been on developing content that appealed them as part of an overall public relations solution.to a single audience: the media. That meant press releases (or, for Most important, however, is that public relations firms—and thetelevision, video news releases), but it also meant photographs, fact clients that employ them—will need to recognize that all of thesesheets, surveys, white papers, and in more recent years infographics or communications activities, including the various forms of contentwebsite content. discussed here, and the conversations taking place online and off Public relations firms that define the scope of their operations in terms between organizations and their publics, are secondary to the way anof earned media or publicity might stop there, but many of the best firms organization acts.have always gone further: many PR firms have long produced annual We have entered a true Age of Transparency, an environmentfinancial and corporate responsibility reports for their clients; produced of heightened scrutiny, in which every employee, every consumer, 8 www.holmesreport.com
  • 11. Editorial Featureevery neighbor has access to channels that can deliver and amplify relations in its truest sense.their experience with the organization to a mass audience. In that It’s a mistake because clients need to be able to identify the firmsenvironment, any inconsistency between a company’s messaging— with whom they do business as part of an industry. There’s little value inwhether the medium is earned, paid or owned—and an individual’s being the world’s only “perception management” firm (to take one termsexperience can be extremely damaging. adopted and swiftly abandoned by a leading public relations agency And so public relations has to involve actions as well as words, and a decade or so ago) because relatively few clients are going to say topublic relations firms have to be prepared to advice companies on policy themselves: “We don’t need a brand consultancy or a PR firm, we needand behavior, not just communications. Substituting just two words a perception management agency.”in Page’s dictum, they need to remember that “the relationships of an And finally, it’s a mistake because it sells the people in our industryorganization are determined 90 percent by what it does and 10 percent short. If we are truly skilled at managing the relationships betweenby what it says.” organizations and their stakeholders, at changing perceptions, at Some will argue—indeed, some of the firms in this report have positioning brands and managing reputations, then the challenge ofargued—that embracing this agenda for their firms means abandoning changing the relationship between the PR industry and its clients shouldthe term “public relations,” that the term has become so corrupted, so not be beyond us.misunderstood, so narrowly defined that clients are reluctant to accept Today, many clients respond to a PR firm that brings them a bigthat a public relations firm can do all of the things required to managing branding idea, or a reputation management solution that requiresan organization’s relationships with its publics in the social media age. significant changes in corporate policy, or a communicationsAnd so some will embrace other descriptors, or invent new terms to campaign involving events, website development, advertising, anddifferentiate themselves from the mass of firms describing themselves as more, and says: “I didn’t expect all that; you guys are more than justPR agencies and viewing themselves as part of the PR industry. a PR agency.” We believe that’s a mistake. We need to get to a place where clients respond to a PR firm that It’s a mistake first because there is really no better description than brings them an earned media strategy and says: “Is that all? I thoughtpublic relations for what this new age requires. This is an age in which you guys were public relations people, not publicists.”organizations need to focus on building strong, authentic, mutually As an industry, we can do that by accepting that we need to adoptbeneficial relations between themselves and the public. a public relations strategy in the true, traditional sense of the term: It’s a mistake because all the other descriptions—particularly, as we we need to change our collective behavior and then we need tohave seen, “communications,”—imply something narrower than public communicate that change and what it means to our stakeholders. Be Relevant, Stay Relevant When something is truly relevant, the company, brand or cause becomes part of us. Building relevance for our clients is at the core of our mission. Discover Relevance at www.brodeur.com and download our Relevance white paper. 33 Offices Globally. Boston | New York | Phoenix | Portsmouth, NH | Washington, DC www.holmesreport.com 9
  • 12. Agency Report Card 2012 FREQUENTLYASKED QUESTIONS HOW WERE FIRMS SELECTED HOW DID YOU SELECT YOUR FOR INCLUSION IN THEAGENCY AGENCIES OF THE YEAR? REPORT CARD? There are several criteria for inclusion. We met with many of the firms included in One is size. We made every effort to include this Report Card personally, sitting through the largest agencies as well as the leaders in credentials presentations and discussions major geographic markets. about philosophy, culture, values, and Awards were another indicator of quality, strategy. In addition to those meetings we and we included many firms that had won spoke with more than 100 clients and industry awards on a national or regional level. experts. In almost every case, we asked the Finally, word of mouth was important. As we individuals which firms they most respected. talked to participating firms, we asked them We also took into consideration growth and who among their competitors they respected. industry recognition such as awards, which As we talked to clients of participating firms, provide us with a unique insight into the way we asked for their recommendations, and our participating agencies think. Best Agencies to Work For survey identified Both historic positioning in a market— firms that employees around the industry consistent leadership over time—and more admired. recent accomplishments and performance Of course, we were dependent on the were taken into consideration. participation of the firms themselves. We contacted more than 250 firms to invite them HOW CAN MY FIRM PARTICIPATE to submit the detailed information we needed IN NEXT YEAR’SAGENCY in order to create a thorough and accurate REPORT CARD? profile. Many of them failed to respond and several declined to participate for their own Simply contact our editor, Paul Holmes at reasons. pholmes@holmesreport.com. Be prepared to answer questions about your firm ranging DO YOU EVER WRITE NEGATIVE from the general (what makes your firm REVIEWS OF THE FIRMS YOU different from its competitors) to the specific INCLUDE? (recent new business successes, awards and recognition earned) and to include client Not usually. Firms are included because we references or testimonials. We will start pulling believe they are good enough to recommend together information for the 2013 Report Card to our client-side readers. If we don’t think beginning in November of this year. a firm is good enough to be included, we exclude it, rather than wasting our valuable IS THERE ANY COST FOR space and our readers’ valuable time with a INCLUSION? negative review. Absolutely not. Because the Report Card reaches an extensive client-side readership— both in the U.S. and globally—several participating firms have chosen to advertise, but firms are included on merit, not because they have bought ads, and we would never exclude a firm that didn’t advertise. 12 www.holmesreport.com
  • 13. NEW RULES PR has changed. Have you? Social monitoring Visual storytelling Newsoptimization Get your guide to today’s PR here lewispr.com/HolmesNA Digital communications from 24 offices globally
  • 14. Agency Report Card 2012 LARGE AGENCY information.” And it clearly resonates with clients. Says OF THE YEAR: Bryan McCleary, director of external relations at P&G’s AGENCIESOF THE YEAR baby care division: “At P&G, we are trying to move away EDELMAN from thinking about people as consumers, to start to think EDELMAN last won our Large Agency of the Year award about them as citizens and human beings, and the name in 2005, which looks like an extraordinary oversight. In really speaks to that need.” the intervening years, no firm has enjoyed better overall HONORABLE MENTION: growth or made such an impressive contribution to the DKC, EuroRSCG Worldwide, Taylor, WCG positioning and thought leadership of the industry. It’s no exaggeration to say that Edelman could justifiably have won the award in any (perhaps even all) of the years SMALL AGENCY OF THE YEAR: since then, and so this year’s Large Agency of the Year MITCHELL COMMUNICATIONS GROUP award is long overdue. ELISE Mitchell founded her Arkansas-based public relations It is also well-deserved not only on the basis of the firm in 1995 and for a decade ran it as a sole proprietor- firm’s accomplishments over the past seven years, ship, barely registering on the national radar. In 2005, but on the basis of a stellar 2011. At a time when however, she began a transformative effort to create a the public publicly-held PR agencies that make up national, full-service agency—an effort that has paid spec- Edelman’s peer group were growing on average in the tacular dividends. Six years later, Mitchell Communications mid-single digits, the only truly global independent saw fee income growth in the region of more than twice Group ended 2011 with fee income in excess of $11 million that level, ending the year with US revenue in excess of (up by about 75 percent) and a team of 60 serving some WCG102_07W_Ho $380 million, with a team of 2,200 serving clients such major blue-chip brands including Wal-Mart and Sam’s Club, as adobe, eBay, GE, Heinz, Merck, Microsoft, Shell, Hilton, Tyson, Procter & Gamble, Southwestern Energy, Starbucks, and Unilever. New business in 2011 came and JB Hunt that would be the envy of most New York from AstraZeneca, GE, Johnson & Johnson, Microsoft, agencies.. But Mitchell’s success is about more than just Novartis, and many more. growth: it’s about committing to an approach that puts And no firm has made more of a contribution to business counseling first; building an agency culture that the soaring standing of the public relations industry. emphasizes both performance and values; and developing Edelman was a pioneer in the digital and social a broad array of creative services—from digital to research media realm, and remains an industry leader; its Trust to training—that impact client success on many fronts. Barometer, now a decade old, has become the most HONORABLE MENTION: quoted piece of intellectual property in the industry; French/West/Vaughan, Kaplow, Padilla Speer it has produced groundbreaking research on cause- Beardsley, RF Binder related marketing and developed new planning and measurement tools; and established itself as one of the industry’s employers of choice. BOUTIQUE AGENCY OF THE YEAR: HONORABLE MENTION: GolinHarris, Ketchum, Ogilvy Public Relations, CATALYST Weber Shandwick FOUNDED in 2005, when it spun out of Taylor to focus on its core sports and active lifestyles business (an entertain- MIDSIZE AGENCY ment practice was quickly added), Catalyst was our New OF THE YEAR: Consultancy of the Year in 2009, and has certainly justified the predictions we made at the time. Last year saw growth CITIZEN RELATIONS of close to 20 percent, so that the firm ended 2011 with CITIZEN Paine—the former PainePR, which rebranded fees of almost $6 million and a client list that includes in mid-2011—has been producing a dazzling array of some of the biggest names in sports and entertainment: creative work for a couple of decades now, so its seven Consumer Reports, ESPN, Glaceau Vitamin Water, NAS- nominations for North American SABRE Awards (more CAR, Powerade, Purina, Subway, Timex, Under Armour than any other midsize firm) were no great surprise. and Xbox 360 (which along with Dick’s Sporting Goods, Those campaigns included work in the US for Procter Geico, and Skyy Spirits was new in 2011). The firm also & Gamble (the Future Friendly and Give Education CSR strengthened its digital team with the addition of Shripal efforts, digital work for Old Spice, social media outreach Shah (formerly with the Washington Redskins), opened an for Pampers), Aflac (crisis management) and Duracell office in Washington, DC; and produced award-winning (cause marketing), as well as a Canadian project by work for Dick’s (a cause marketing effort focused on Citizen Optimum for Future Shop. But the firm’s 2011 athlete concussions) and Purina Dog Chow’s partnership repositioning deserves at least as much attention. with the movie Tintin. Chief executive Daryl McCullough says the new brand “reflects the democratization of communication and the HONORABLE MENTION: changing landscape of how people receive and share Borders & Gratehouse, Lane PR, Revive, Spectrum 14 www.holmesreport.com
  • 15. Agencies of the Year NEW AGENCY OF THE YEAR: ton, Montreal, Ottawa, Quebec City, Regina, Toronto, Vancouver and Victoria, plus affiliates in four other markets) were thriving, not only in FINN PARTNERS terms of size and growth but in terms of the kind of strategic public af- RUDER Finn has already given birth to one hugely impressive midsize fairs and corporate communications work the agency built its reputation independent, RF Binder, and in May of last year announced the forma- on. Now that Hill+Knowlton Strategies (thanks to the merger of H&K and tion of another, with co-chief executive Peter Finn leaving to launch his Public Strategies) is again a significant player in that business globally, own firm, Finn Partners (all three remain part of the Ruder Finn Group). it’s no surprise that the Canadian business is even more bullish on the Finn Partners launched with an impressive footprint (160 people in New future. Longtime president Michael Coates has built an operation with York, Chicago, Washington, DC, Los Angeles and San Francisco); a strengths in some of Canada’s key sectors—healthcare, energy and strong client roster (the Jamaican Tourist Board, IEEE, Liz Claiborne, financial—and the firm’s work in the past 12 months ranges from launch- Logitech, The North Face, Rosetta Stone, StubHub, Vonage, Hyundai); ing Sun Life Financial’s Inspire the Nation fitness movement to assisting a formidable leadership team (Richard Funess, Howard Solomon, Alicia Cliffs Natural Resources with the controversial acquisition of iron mines Young, Gail Moaney, and Noah Finn; and strength in technology, travel, in Quebec to crisis preparedness for low cost carrier WestJet to a high- consumer and corporate affairs, and digital. The firm debuted just out- profile presence for Dolby at the Toronto International Film Festival. side the top 10 US independents, with fees of $23 million, and quickly HONORABLE MENTION: picked up new business (CTIA–The Wireless Association, NetZero and Citizen Optimum, Edelman, High Road Communications, National Vonage) and awards (for its CSR work with Hyundai). But Finn believes PR that in the long-term the firm’s key differentiator will be its culture and its focus on people: a “true partnership” model. LATIN AMERICAN AGENCY HONORABLE MENTION: OF THE YEAR:olmesReport_HalfPageAd_M01.pdf 1 9/13/12 2:53 PM Story Partners, the10company FSB CANADIAN AGENCY OF THE YEAR: THERE’S plenty of interest in Latin America among big multinational agencies, with Burson-Marsteller and Hill+Knowlton Strategies well- HILL+KNOWLTON STRATEGIES established in key markets, Edelman and Weber Shandwick making EVEN when Hill & Knowlton’s US operations were in the doldrums, the acquisitions, Ketchum launching a sports practice in Brazil, and leading agency’s offices north of the border (wholly-owned in Calgary, Edmon- Spanish firms Inforpress and Llorente & Cuenca both expanding aggres-
  • 16. Agency Report Card 2012sively in the region. But our first Latin American Agency of the Year award CREATIVE AGENCY OF THE YEAR:goes to one of a handful of local firms that have emerged as marketleaders in recent years. FSB was founded in 1980 by Francisco Soares M BOOTHBrandao and today has revenues of $55 million, employing almost 400 NO practice within the public relations discipline has changed more as apeople across four offices in Brazil, and serving a client roster than in- result of the digital and social media revolution than consumer marketing,cludes the Ministry of Health, the Ministry of Sports, the Brazilian National and M Booth has changed right along with it, adding new capabilities,Agency of Oil and Gas, and the Ministry of Tourism, and private sector new clients, and in 2011 a new positioning. It’s not just that M Booth hasgiants Exxon Mobil, Ultra/Ipiranga, GSK, Oi, Microsoft, Pirelli and Roche. built an impressive social capability (though it has, with its own FirstWordIncreasingly global in focus, its social media work for Rio de Janeiro state digital practice and the shared resources of its parent company Next Fif-government won a Cannes Silver Lion last year. teen doing strong work for brands ranging from American Express to TheHONORABLE MENTION: Macallan), but that it has developed a new approach, “creative science,” which places a heavier emphasis on research and insight alongside theBurson-Marsteller, Jeffrey Group, Llorente & Cuenca, S2 Publicom firm’s well-established ability to develop breakthrough creative ideas. All of that helped M Booth to approximately 20 percent growth in 2011, withCONSUMER AGENCY OF THE YEAR: revenues of slightly more than $14 million and new business from brandsOLSON like Allianz, Banfi Vinters, Disney Consumer Products, Foursquare, General Electric and longtime client Unilever.CHICAGO-BASED Dig Communications, founded by Peter Marino in2004, was already well on its way to being one of the hottest young PR HONORABLE MENTION:firms in the country when it was acquired by Twin Cities ad agency Olson Carmichael Lynch Spong, Coyne PR, Fast Horse, Zeno Groupin December of 2010. That deal helped fuel an impressive 40 percentincrease in PR fee income for the firm, now operating under the Olson CRISIS AGENCY OF THE YEAR:banner, ending the year at close to $11 million. That growth was drivenin part by new business from Mars, Reynolds and Dremel and in part by SLOANE & COMPANYexpanded assignments from the firm’s longstanding clients: MillerCoors, ELIOT Sloane’s 10-year-old public relations agency works across threeWrigley and PepsiCo (which added brands such as Tropicana and Propel sectors: about a third of its business involves financial communications,Zero to Brisk, Lipton Natural Iced Tea, Naked and others). Olson is best a third is public affairs, and a third is crisis—but across all three sectorsknown for its creative consumer work, from an opportunistic effort on Sloane & Company earns its fees by delivering candid and courageousbehalf of the Skittles brand after Seattle Seahawks running back Mar- counsel directly to the C-suite at times of great stress. The past yearshawn Lynch celebrated a touchdown with a handful of the candy to the was a good one for the firm, which saw revenues increase by 10launch of Dunder Mifflin branded paper for Staples subsidiary Quill.com. percent to around $11 million (though the bottom line has always beenBut what catches the eye is the way the firm blends traditional consumer more of a priority than the top) and a host of high-profile assignments.work with more corporate notions of CSR and community outreach Sloane was brought in by Philips Electronics to communicate withthrough its proprietary Brand Anthropology approach. the global investment community a fundamental shift in its business;HONORABLE MENTION: worked with Green Mountain Coffee Roasters to address a prominent activist investor; helped Walgreens through a very public dispute withCone, DeVries PR, Lippe Taylor, Zeno Group Express Script; and added Chesapeake Energy and the American Gas Association to its clients in the issues-rich energy sector (where it hasCORPORATE AGENCY OF THE YEAR: picked up awards for its efforts on behalf of T Boone Pickens). PoundFTI CONSULTING for pound—Sloane has a staff of about 20—few firms are doing as much contentious, high-profile business.WHEN FTI Consulting acquired what was then Financial Dynamics in2009, it was a watershed moment not only for FD but for the PR industry HONORABLE MENTION:as a whole: the first time a top tier firm had been sold to a management Levick Strategic Communications, Singer Associatesconsulting firm rather than an ad agency or marketing company. The firstthree years of the marriage between the two disciplines suggest a strong DIGITAL/SOCIAL AGENCYdegree of compatibility. FD—renamed FTI in 2011—has continued to OF THE YEAR:thrive, with revenues up by a healthy 7 percent last year, and to benefitfrom synergies in areas such as change communication and litigation SHIFT COMMUNICATIONSand regulatory support. In the US, the firm picked up new business from SHIFT’S investment in an integrated offering that blends paid, ownedNovartis while continuing its high-profile work for Transocean (one of the and earned media reaped rich dividends in 2011, spurring growth ofcompanies at the center of the BP oil spill), Allstate, Comcast, The Dow around 15 percent. The firm’s digital capabilities encompass typicalChemical Company, and Independent Petroleum Association; added tal- social media solutions, along with ecommerce, design/build and a con-ent, most notably Robert Knott, who previously led the GE ecomagination tent marketing facility that has proved a true differentiating factor. Shiftwork at Edelman; added new capabilities in digital and social media; and leveraged this offering to land some impressive new business, includingproduced some impressive thought leadership, including a paper calling assignments from McDonald’s, AOL, Salesforce.com and H&R Block.for CEOs to take on a more statesmanlike role. All of that took place in And there was plenty of eye-catching digital work, for Overstock.com,a year that saw Ed Reilly named global chief executive and Mark McCall Zeo, Everbank and, perhaps most notably, a crisis brief for Applebee’spromoted to head of strategic communication for the Americas region. that offers a model for crisis communications in the social media era.HONORABLE MENTION: HONORABLE MENTION:Abernathy MacGregor, Brunswick, Glover Park, Kekst + Company Edelman, Ogilvy PR, Weber Shandwick, Zocalo Group 16 www.holmesreport.com
  • 17. Agencies of the YearFINANCIAL AGENCY OF THE YEAR: est levels of that country’s government. And, Ogilvy probably deserves some measure of credit for extricating itself from California’s ill-fatedJOELE FRANK WILKINSON BRIMMER KATCHER high-speed rail project.—ASLAST year was another strong one for Joele Frank, Wilkinson Brim- HONORABLE MENTION:mer Katcher, most obviously in terms of the mergers and acquisitions APCO, Capstrat, Davies, Jones Public Affairsarena: it was number one in mergermarket’s ranking by value ofdeals working (handling 87 deals worth a combined $170 billion) and TECHNOLOGY AGENCYclimbed to number two in terms of volume (it actually ranked numberone in Corporate control Alert’s similar league table), helping to keep OF THE YEAR:companies such as Airgas, Clorox, Family Dollar, Lionsgate, Potash SPARKPRand Tenet independent. But M&A now accounts for less than a third SPARKPR’S growth story became a particularly compelling one inof the firm’s overall work, with the largest part of its revenues coming 2011, as it surfed the startup wave to deliver a topline improvementfrom ongoing investor relations and corporate communications work of 20 percent, and an expanded footprint that included new officesand the rest split between proxy contests (the firm handled shareholder in New York and Los Angeles. The Bay Area firm lives and breathesactivism issues for Canadian Pacific, Family Dollar, Oshkosh and more) startup culture, but has increasingly proved able to transfer thatand crisis work including bankruptcies and restructurings and litigation sensibility to more well-established clients, handling high-profileand regulatory action.—PH assignments such as Specific Media’s acquisition of MySpace, andHONORABLE MENTION: NBC Today Show’s online presence at SXSW. Revenues of more than $10m are generated by just 36 full-time staffers, thanks to a uniqueAbernathy MacGregor, CJP, Kekst + Company, Sard Verbinnen business model that warrants commendation. And there was plenty of new business, from such companies as SocialVibe, the BleacherHEALTHCARE AGENCY OF THE YEAR: Report, Vevo, MSNBC, HootSuite, Crowd Factory, Greylock PartnersMARINA MAHER COMMUNICATIONS and Sugar CRM.—ASLAST year was a big year for Marina Maher Communications, which HONORABLE MENTION:picked up a global SABRE Award, expanded its digital and creative Airfoil, Atomic PR, Horn Group, Outcastcapabilities, and was acquired by Omnicom. Amid all that activity, itwould be easy to miss the fact that MMC, one known exclusively forits prowess in the consumer realm, has become a major player inthe healthcare arena. A health and wellness practice that began lifefocused very much on the wellness side of that equation (a naturalextension of its unparalleled expertise in marketing to women) has Creative Business Communications.become a robust player in the pharmaceutical business too, drawingon the experience of practice leader Diana Littman Paige (formerly ofCohn & Wolfe) and others. The firm’s major clients include Merck, NovoNordisk, and Pfizer, with new business from Genentech and Fibrocellcontributing to 40 percent growth in the practice last year. Says Noreen CooperKatz combines theVerbrugge, executive director of global communications at Merck:“MMC has keen insight about what is on women’s minds, how to reach professionalism, strategic thinkingthem and what are the upcoming trends.”—PH and experience of a large globalHONORABLE MENTION: agency, with the nimbleness andBiosector 2, ChandlerChicco, CooneyWaters Group, GCI Health hands‐on client focus of a smallPUBLIC AFFAIRS AGENCY firm. Connect with us to get theOF THE YEAR: conversation going.OGILVYOGILVY may not seem an intuitive choice for the public affairs honor,but a summary of its 2011 record reveals a depth of performance thatputs specialist and network rivals to shame. Ogilvy Government Rela-tions racked up $20m in lobbying fees, making it the highest-rankedPR firm on the list, thanks to big-budget retainers from such clients asBlackstone Group, Chevron and Highstar Capital. The lobbying arm PUBLIC CREATIVEwas in fine fettle, but it was Ogilvy’s broader public affairs offering that RELATIONS DIGITAL SERVICEScaught the eye. The firm consolidated its reputation as a go-to-playerfor high-profile government work, reeling in major new assignments for Creating corporate, Leveraging digital and Producing multi-media marketing and public social media channels creative elements,California’s new health insurance exchange; the Centers for Disease affairs campaigns meetings and eventsControl and Prevention; and the Essential Health Benefits Coalition.The firm’s work for Mexico, overseeing efforts to reinvigorate the 205 Lexington Avenue, 5th Floor, New York, NY 10016 | 917.595.3030country’s global reputation and tourism appeal, took place at the high- www.cooperkatz.com www.holmesreport.com 17
  • 18. Agency Report Card 2012ALPHABETICAL INDEXNORTH AMERICA Exposure................................................... 102 Landis Communications............................ 125 FTI Consulting............................................. 40 Lane PR.................................................... 125The Abernathy MacGregor Group................ 78 Fahlgren Mortine........................................ 102 LaunchSquad............................................ 125Access Communications............................. 78 Fineman PR............................................... 103 LaVoie Group............................................. 126Advocom Group.......................................... 79 Finn Partners............................................. 104 Hanna Lee Communications...................... 126Affect........................................................... 79 Fleishman-Hillard......................................... 44 Levick Strategic Communications.............. 127Airfoil Public Relations.................................. 79 Formula PR............................................... 104 Lewis PR................................................... 127Allison and Partners..................................... 80 Joele Frank, Wilkinson Brimmer Katcher..... 105 Lippe Taylor Brand Communications......... 128APCO Worldwide........................................ 24 French/West/Vaughan............................... 106 MCS.......................................................... 128Arment Dietrich............................................ 82 GCI Health................................................. 106 MM2.......................................................... 128Articulate Communications.......................... 82 Gable PR................................................... 108 MSLGroup................................................... 58Atomic......................................................... 82 Gagen MacDonald.................................... 108 MWW Group............................................... 62Beckerman.................................................. 83 Gibbs & Soell............................................. 109 Marina Maher Communications................. 130Biosector2................................................... 84 Gibraltar Associates................................... 110 Makovsky + Company............................... 130Bite Communications.................................. 84 Glover Park Group..................................... 110 March PR.................................................. 131Blaze PR..................................................... 85 GolinHarris................................................... 48 Matter Communications............................ 131BlissPR........................................................ 86M Booth & Associates................................. 86 Goodman Media International.................... 110 McNeely Pigott & Fox Public Relations...... 132Borders + Gratehouse................................. 86 Graham & Associates................................ 111 Mitchell Communications Group................ 132Brodeur Partners......................................... 87 Greenough................................................ 111 National Public Relations........................... 133Brunswick Group......................................... 88 The Grossman Group................................ 112 Ogilvy PR Worldwide................................... 64Burson-Marsteller........................................ 28 GroundFloor Media.................................... 112 Olson......................................................... 133CJP Communications.................................. 88 Group Gordon........................................... 113 O’Malley Hansen Communications............ 134CRT/tanaka................................................. 89 H3O Communications............................... 114 The OutCast Agency................................. 134Capstrat...................................................... 90 Haberman................................................. 114 PMK*BNC................................................. 136Catapult PR-IR............................................ 90 Lou Hammond & Associates..................... 114 Padilla Speer Beardsley............................. 136Carmichael Lynch Spong............................. 90 Hennes Paynter Communications.............. 115 PAN Communications ............................... 137Catalyst....................................................... 91 High Road Communications...................... 115 Peppercom............................................... 137Chamberlain Healthcare PR......................... 92 Hill & Knowlton............................................ 52 Pollack PR Marketing Group...................... 137Chandler Chicco Agency............................. 92 The Hoffman Agency................................. 116 Porter Novelli............................................... 66Citizen Relations.......................................... 92 Horn Group............................................... 116 Public Communications, Inc...................... 138Cohn & Wolfe.............................................. 32 Hunter PR................................................. 117 Qorvis Communications............................ 138Cone........................................................... 93 Imre........................................................... 117 rbb Public Relations................................... 139Cooney/Waters Group................................. 94 Intermarket Communications..................... 117 RF|Binder.................................................. 139CooperKatz & Company.............................. 94 JSH&A Public Relations............................. 118 RLF Communications................................ 140Coyne Public Relations................................ 95 Jackson Spalding...................................... 118 Rasky Baerlein Strategic Communications.. 140DGC............................................................ 96 JeffreyGroup.............................................. 119 Revive....................................................... 142DKC............................................................ 96 Jones Public Affairs................................... 119 Ruder Finn................................................... 70DVL Public Relations................................... 97 Kaplow...................................................... 120 Saatchi & Saatchi s.................................... 142Davies Public Affairs.................................... 98 Kearns & West........................................... 120 Sard Verbinnen & Co................................. 143DeVries Public Relations.............................. 98 Kekst and Company.................................. 122 Schneider & Associates............................. 143Dix & Eaton................................................. 99 Ketchum...................................................... 56 Shift Communications............................... 143Edelman...................................................... 36 Kglobal...................................................... 122 Singer Associates...................................... 144Englander Knabe & Allen........................... 100 Kohnstamm Communications................... 123 Sitrick & Company..................................... 144Euro RSCG Worldwide PR......................... 100 kwittken + company worldwide................. 124 Sloane & Company.................................... 145Exponent................................................... 101 LVM Group................................................ 124 Smith & Harroff.......................................... 148 18 www.holmesreport.com
  • 19. Alphabetical Index The Holmes Report, 2/3 Page Size, 2009Southard Communications........................ 146Sparkpr..................................................... 146Spectrum.................................................. 147The Standing Partnership.......................... 147Stanton Communications.......................... 148Story Partners........................................... 148Stuntman.................................................. 149Sunwest Communications......................... 149Taylor ........................................................ 149the 10 company........................................ 150Text 100.................................................... 150360 Public Relations.................................. 151Tonic ........................................................ 151Travers Collins & Company........................ 151Trevelino Keller Communications Group..... 152Trylon SMR................................................ 152Utopia Communications............................ 152WCG......................................................... 153Waggener Edstrom...................................... 72Walek & Associates................................... 153 Sitrick And Company Corporate, Financial, Transactional and Crisis CommunicationsWalt & Company........................................ 154Warschawski............................................. 154 1-800-288-8809Weber Shandwick....................................... 76Widmeyer Communications....................... 155 Los Angeles • New York • San Francisco • Denver Los Angeles New York San Francisco MiamiYecies Associates...................................... 155 Baltimore • Washington, D.C.Zapwater................................................... 155 www.sitrick.com www.sitrick.comZeno Group............................................... 156Zing........................................................... 156Zocalo Group............................................ 157LATIN AMERICAFSB........................................................... 158Imagem Corporativa.................................. 158Llorente & Cuenca..................................... 160S2Publicom............................................... 160 www.holmesreport.com 19
  • 20. Agency Report Card 2012GEOGRAPHICAL INDEXALABAMA Landis Communications................... 125 ILLINOIS NEW JERSEY LaunchSquad................................... 125birmingham Lewis PR.......................................... 127 chicago eatontownStory Partners.................................. 148 The OutCast Agency........................ 134 Arment Dietrich................................... 82 Utopia Communications................... 152 Peppercom...................................... 137 BlissPR............................................... 86 hackensackARKANSAS Carmichael Lynch Spong.................... 90 Beckerman......................................... 83 Saatchi & Saatchi s........................... 142little rock Sard Verbinnen & Co........................ 143 DKC................................................... 96 parsippanyMitchell Communications Group....... 132 Shift Communications...................... 143 Euro RSCG Worldwide PR................ 100 Coyne Public Relations....................... 95 Singer Associates............................. 144 Finn Partners.................................... 104 summitARIZONA Gagen MacDonald........................... 108 MCS................................................. 128 Sparkpr............................................ 146phoenix Text 100........................................... 150 Gibbs & Soell.................................... 109 The Grossman Group....................... 112 NEW YORKAllison and Partners............................ 80 WCG................................................ 153Brodeur Partners................................ 87 silicon valley JSH&A Public Relations.................... 118 albany Airfoil Public Relations......................... 79 Olson................................................ 133 DKC................................................... 96CALIFORNIA O’Malley Hansen buffalo The Hoffman Agency........................ 116irvine Walt & Company............................... 154 Communications.......................... 134 Travers Collins & Company............... 151Citizen Relations................................. 92 Public Communications, Inc............. 138 new yorklos angeles COLORADO Sard Verbinnen & Co........................ 143 The Abernathy MacGregor Group....... 78The Abernathy MacGregor Group....... 78 Taylor ............................................... 149 Access Communications.................... 78 boulderAllison and Partners............................ 80 WCG................................................ 153 Affect.................................................. 79 Catapult PR-IR................................... 90Atomic................................................ 82 Zapwater.......................................... 155 Allison and Partners............................ 80 Glover Park Group............................ 110Blaze PR............................................ 85 Zeno Group...................................... 156 Arment Dietrich................................... 82 GroundFloor Media........................... 112CRT/tanaka........................................ 89 Zocalo Group................................... 157 Atomic................................................ 82 denverCatalyst.............................................. 91 Beckerman......................................... 83 Carmichael Lynch Spong.................... 90 LOUISIANAChandler Chicco Agency.................... 92 Biosector2.......................................... 84 Fahlgren Mortine............................... 102Citizen Relations................................. 92 new orleans Bite Communications......................... 84 Kearns & West.................................. 120DGC................................................... 96 Story Partners.................................. 148 BlissPR............................................... 86DKC................................................... 96 CONNECTICUT M Booth & Associates........................ 86Davies Public Affairs........................... 98 MARYLAND Brodeur Partners................................ 87 stamford Brunswick Group................................ 88Englander Knabe & Allen.................. 100 Beckerman......................................... 83 baltimoreFinn Partners.................................... 104 Imre.................................................. 117 CJP Communications......................... 88 CJP Communications......................... 88 Carmichael Lynch Spong.................... 90Formula PR...................................... 104 Warschawski.................................... 154French/West/Vaughan...................... 106 DISTRICT OF COLUMBIA Catalyst.............................................. 91GCI Health........................................ 106 MASSACHUSETTS Chamberlain Healthcare PR................ 92Gibraltar Associates.......................... 110 washington Chandler Chicco Agency.................... 92 Advocom Group................................. 79 bostonGlover Park Group............................ 110 Brodeur Partners................................ 87 Cooney/Waters Group........................ 94Goodman Media International........... 110 Allison and Partners............................ 80 CooperKatz & Company..................... 94 Beckerman......................................... 83 Cone.................................................. 93Imre.................................................. 117 GCI Health........................................ 106 Coyne Public Relations....................... 95Lewis PR.......................................... 127 Brodeur Partners................................ 87 DGC................................................... 96 Brunswick Group................................ 88 Greenough....................................... 111PMK*BNC........................................ 136 Jones Public Affairs.......................... 119 DKC................................................... 96Pollack PR Marketing Group............. 137 CRT/tanaka........................................ 89 DeVries Public Relations..................... 98 Chandler Chicco Agency.................... 92 LaVoie Group.................................... 126Revive.............................................. 142 Lewis PR.......................................... 127 Euro RSCG Worldwide PR................ 100Sard Verbinnen & Co........................ 143 DKC................................................... 96 Exposure.......................................... 102 Finn Partners.................................... 104 March PR......................................... 131Sitrick & Company............................ 144 Matter Communications................... 131 Finn Partners.................................... 104Southard Communications............... 146 Gibraltar Associates.......................... 110 Formula PR...................................... 104 Glover Park Group............................ 110 PAN Communications ...................... 137Taylor ............................................... 149 RF|Binder......................................... 139 Joele Frank, Wilkinson BrimmerText 100........................................... 150 Jones Public Affairs.......................... 119 Katcher........................................ 105 Kearns & West.................................. 120 Rasky Baerlein StrategicZeno Group...................................... 156 Communications.......................... 140 French/West/Vaughan...................... 106Zing.................................................. 156 Kglobal............................................. 122 GCI Health........................................ 106 Levick Strategic Communications..... 127 Schneider & Associates.................... 143orange county Shift Communications...................... 143 Gibbs & Soell.................................... 109Atomic................................................ 82 Lewis PR.......................................... 127 Glover Park Group............................ 110 Qorvis Communications................... 138 Stanton Communications................. 148sacremento Goodman Media International........... 110 Spectrum......................................... 147 Text 100........................................... 150Kearns & West.................................. 120 Group Gordon.................................. 113 Stanton Communications................. 148 360 Public Relations......................... 151san diego Lou Hammond & Associates............ 114Allison and Partners............................ 80 Story Partners.................................. 148 MICHIGAN Horn Group...................................... 116Formula PR...................................... 104 WCG................................................ 153 Hunter PR........................................ 117 Widmeyer Communications.............. 155 detroit Intermarket Communications............ 117Gable PR.......................................... 108 Zeno Group...................................... 156 Airfoil Public Relations......................... 79 JeffreyGroup..................................... 119san joseLewis PR.......................................... 127 FLORIDA MINNESOTA Kaplow............................................. 120san francisco Kekst and Company......................... 122The Abernathy MacGregor Group....... 78 ft lauderdale minneapolis Kglobal............................................. 122Access Communications.................... 78 Fahlgren Mortine............................... 102 Carmichael Lynch Spong.................... 90 kwittken + company worldwide........ 124Allison and Partners............................ 80 miami Exponent.......................................... 101 LVM Group....................................... 124Atomic................................................ 82 JeffreyGroup..................................... 119 Haberman........................................ 114 Lane PR........................................... 125Beckerman......................................... 83 rbb Public Relations.......................... 139 Kohnstamm Communications.......... 123 LaunchSquad................................... 125Bite Communications......................... 84 tampa Olson................................................ 133 LaunchSquad................................... 125Borders + Gratehouse........................ 86 French/West/Vaughan...................... 106 Padilla Speer Beardsley.................... 136 Hanna Lee Communications............. 126Brunswick Group................................ 88 MISSOURI Levick Strategic Communications..... 127 GEORGIACarmichael Lynch Spong.................... 90 Lewis PR.......................................... 127Fineman PR...................................... 103 atlanta st. louis Lippe Taylor Brand Communications.128Finn Partners.................................... 104 Allison and Partners............................ 80 Kglobal............................................. 122 Marina Maher Communications........ 130GCI Health........................................ 106 Fahlgren Mortine............................... 102 O’Malley Hansen Makovsky + Company...................... 130Graham & Associates....................... 111 GCI Health........................................ 106 Communications.......................... 134 Matter Communications................... 131H3O Communications...................... 114 Jackson Spalding............................. 118 The Standing Partnership................. 147 National Public Relations.................. 133High Road Communications............. 115 Kglobal............................................. 122 The OutCast Agency........................ 134 NEW HAMPSHIREHorn Group...................................... 116 Trevelino Keller PMK*BNC........................................ 136Kearns & West.................................. 120 Communications Group............... 152 portsmouth Padilla Speer Beardsley.................... 136Kekst and Company......................... 122 Brodeur Partners................................ 87 Peppercom...................................... 137Kglobal............................................. 122 Pollack PR Marketing Group............. 137 20 www.holmesreport.com
  • 21. Geographical Index rbb Public Relations.......................... 139 TEXAS BRAZIL ECUADOR RF|Binder......................................... 139 Sard Verbinnen & Co........................ 143 austin FSB.................................................. 158 Llorente & Cuenca............................ 160 Shift Communications...................... 143 WCG................................................ 153 Imagem Corporativa......................... 158 dallas Llorente & Cuenca............................ 160 MEXICO Sitrick & Company............................ 144 Sloane & Company........................... 145 Brunswick Group................................ 88 S2Publicom...................................... 160 Llorente & Cuenca............................ 160 Southard Communications............... 146 Jackson Spalding............................. 118 são paulo mexico city Spectrum......................................... 147 MM2................................................. 128 JeffreyGroup..................................... 119 JeffreyGroup..................................... 119 Stanton Communications................. 148 Sunwest Communications................ 149 houston CANADA PANAMA Stuntman......................................... 149 Taylor ............................................... 149 The Abernathy MacGregor Group....... 78 calgary Llorente & Cuenca............................ 160 the 10 company............................... 150 National Public Relations.................. 133 VIRGINIA PERU Text 100........................................... 150 montreal 360 Public Relations......................... 151 alexandria High Road Communications............. 115 Llorente & Cuenca............................ 160 Trylon SMR....................................... 152 Smith & Harroff................................. 148 National Public Relations.................. 133 WCG................................................ 153 norfolk ottawa UK Walek & Associates.......................... 153 CRT/tanaka........................................ 89 High Road Communications............. 115 london Widmeyer Communications.............. 155 richmond toronto Peppercom...................................... 137 Yecies Associates............................. 155 CRT/tanaka........................................ 89 Bite Communications......................... 84 Zeno Group...................................... 156 Citizen Relations................................. 92 INTERNATIONAL WASHINGTON GCI Health........................................ 106 Zing.................................................. 156 Brodeur Partners................................ 87 rochester seattle High Road Communications............. 115 National Public Relations.................. 133 CJP Communications......................... 88 Text 100........................................... 150 The Abernathy MacGregor Group....... 78 Zeno Group...................................... 156 Gibbs & Soell.................................... 109 Travers Collins & Company............... 151 Allison and Partners............................ 80 vvancouver The Hoffman Agency........................ 116 Lewis PR.......................................... 127 NORTH CAROLINA Citizen Relations................................. 92 Levick Strategic Communications..... 127 Text 100........................................... 150 High Road Communications............. 115 Sparkpr............................................ 146 charlotte WEST VIRGINIA Text 100........................................... 150 CRT/tanaka........................................ 89 National Public Relations.................. 133 WCG................................................ 153 Catalyst.............................................. 91 parkersburg COLOMBIA Taylor ............................................... 149 milwaukee greensboro Llorente & Cuenca............................ 160 ARGENTINA RLF Communications....................... 140 DOMINICAN REPUBLIC raleigh Llorente & Cuenca............................ 160 Capstrat............................................. 90 buenos aires Llorente & Cuenca............................ 160 French/West/Vaughan...................... 106 JeffreyGroup..................................... 119 Gibbs & Soell.................................... 109 Imre.................................................. 117 OHIO cleveland Dix & Eaton........................................ 99 Fahlgren Mortine............................... 102 Hennes Paynter Communications..... 115 cinncinnatti Fahlgren Mortine............................... 102 columbus Fahlgren Mortine............................... 102 dayton Fahlgren Mortine............................... 102 toledo Fahlgren Mortine............................... 102 OKLAHOMA oklahoma city OREGON portland Kearns & West.................................. 120 Lane PR........................................... 125 PENNSYLVANIA philadelphia Tonic ............................................... 151 pittsburgh Euro RSCG Worldwide PR................ 100 RHODE ISLAND providence Matter Communications................... 131 ASIA PACIFIC TENNESSEE Chris Tang +86 (10) 6507 0985 x 220 · ctang@hoffman.com nashville EUROPE DVL Public Relations.......................... 97 Luica Mak +44 20 3137 9480 · lmak@hoffman.com McNeely Pigott & Fox Public Relations........................... 132 SILICON VALLEY Revive.............................................. 142 Stephen Burkhart +1 (408) 286 2611 · sburkhart@hoffman.com www.hoffman.com www.holmesreport.com 21im size: 4.75 x 4.75inches
  • 22. Agency Report Card 2012SPECIALTY INDEXBOUTIQUE Southard Communications........... 146 FINANCIAL SERVICES Formula PR.................................. 104Airfoil Public Relations..................... 79 Stuntman..................................... 149 The Abernathy MacGregor Group... 78 JeffreyGroup................................. 119Blaze PR........................................ 85 Utopia Communications............... 152 Articulate Communications............. 82 INTERNATIONALGoodman Media International....... 110 Warschawski................................ 154 BlissPR........................................... 86Graham & Associates................... 111 Yecies Associates......................... 155 Brunswick Group............................ 88 Intermarket Communications........ 117Lou Hammond & Associates........ 114 Zeno Group.................................. 156 CJP Communications..................... 88 JeffreyGroup................................. 119Kohnstamm Communications...... 123 Zing.............................................. 156 Joele Frank, Wilkinson Brimmer Text 100....................................... 150LVM Group................................... 124 CORPORATE COMMUNICATIONS Katcher.................................... 105 INVESTOR RELATIONSMM2............................................. 128 Group Gordon.............................. 113Schneider & Associates................ 143 DVL Public Relations...................... 97 Dix & Eaton.................................... 99 Joele Frank, Wilkinson Brimmer Intermarket Communications........ 117 Makovsky + Company.................. 130Sunwest Communications............ 149 Katcher.................................... 105 Kekst and Company..................... 122 Sitrick & Company........................ 144BRAND BUILDING Gagen MacDonald....................... 108 Lane PR....................................... 125 GroundFloor Media....................... 112 Levick Strategic Communications.127 ISSUES MANAGEMENTM Booth & Associates.................... 86 Llorente & Cuenca........................ 160Catapult PR-IR............................... 90 Group Gordon.............................. 113 DeVries Public Relations................. 98 Makovsky + Company.................. 130Carmichael Lynch Spong................ 90 Kglobal......................................... 122 Englander Knabe & Allen.............. 100 Sard Verbinnen & Co.................... 143Citizen Relations............................. 92 Llorente & Cuenca........................ 160 Walek & Associates...................... 153 LIFESTYLEFrench/West/Vaughan.................. 106 O’Malley HansenLou Hammond & Associates........ 114 Communications...................... 134 FOOD & BEVERAGE Borders + Gratehouse.................... 86Hunter PR.................................... 117 Peppercom.................................. 137 Catalyst.......................................... 91 Exponent...................................... 101JSH&A Public Relations................ 118 Qorvis Communications............... 138 Exposure...................................... 102 Kohnstamm Communications...... 123Kaplow......................................... 120 Rasky Baerlein Strategic JSH&A Public Relations................ 118 Lane PR....................................... 125Landis Communications............... 125 Communications....................... 140 Kaplow......................................... 120 Hanna Lee Communications......... 126Hanna Lee Communications......... 126 Sard Verbinnen & Co.................... 143 Stuntman..................................... 149Lippe Taylor Brand Sloane & Company....................... 145 FULL SERVICE Taylor ........................................... 149 Communications...................... 128 Sunwest Communications............ 149 360 Public Relations..................... 151Marina Maher Communications.... 130 APCO Worldwide........................... 24 the 10 company........................... 150 Tonic ........................................... 151Olson............................................ 133 Burson-Marsteller........................... 28 Walek & Associates...................... 153Schneider & Associates................ 143 Cohn & Wolfe................................. 32 LITIGATION Zing.............................................. 156Taylor ........................................... 149 Edelman......................................... 36 CRISIS MANAGEMENT FSB.............................................. 158 The Abernathy MacGregor Group... 78360 Public Relations..................... 151 Kekst and Company..................... 122Yecies Associates......................... 155 FTI Consulting................................ 40 The Abernathy MacGregor Group... 78 Fleishman-Hillard............................ 44 Levick Strategic Communications.127BUSINESS-TO-BUSINESS (B2B) Cone.............................................. 93 GolinHarris...................................... 48 Englander Knabe & Allen.............. 100 M&A Hill & Knowlton............................... 52Affect.............................................. 79 Fineman PR.................................. 103 The Abernathy MacGregor Group... 78 Imagem Corporativa..................... 158Bite Communications..................... 84 Joele Frank, Wilkinson Brimmer Brunswick Group............................ 88 Ketchum......................................... 56CJP Communications..................... 88 Katcher.................................... 105 Kekst and Company..................... 122 Llorente & Cuenca........................ 160Euro RSCG Worldwide PR............ 100 GroundFloor Media....................... 112 Sard Verbinnen & Co.................... 143 MSLGroup...................................... 58Gibbs & Soell................................ 109 Hennes Paynter Communications.115 MWW Group.................................. 62 MEDIA RELATIONSImre.............................................. 117 Kekst and Company..................... 122 Ogilvy PR Worldwide...................... 64Makovsky + Company.................. 130 Coyne Public Relations................... 95 Levick Strategic Communications.127 Porter Novelli.................................. 66March PR..................................... 131 DKC............................................... 96 Sard Verbinnen & Co.................... 143 Qorvis Communications............... 138Peppercom.................................. 137 Goodman Media International....... 110 Singer Associates......................... 144 RLF Communications................... 140RF|Binder..................................... 139 Kohnstamm Communications...... 123 Sitrick & Company........................ 144 Ruder Finn...................................... 70CAUSE MARKETING Sloane & Company....................... 145 S2Publicom.................................. 160 LVM Group................................... 124 Sunwest Communications............ 149 Stanton Communications............. 148 Sitrick & Company........................ 144Cone.............................................. 93 Waggener Edstrom......................... 72 Trylon SMR................................... 152 Widmeyer Communications.......... 155Graham & Associates................... 111 Weber Shandwick.......................... 76 DIGITAL MULTISPECIALISTCOMMUNITY RELATIONS Zapwater...................................... 155 Lewis PR...................................... 127 Allison and Partners........................ 80Englander Knabe & Allen.............. 100 HEALTHCARE Beckerman..................................... 83 Peppercom.................................. 137CONSUMER MARKETING Story Partners.............................. 148 Biosector2...................................... 84 M Booth & Associates.................... 86 360 Public Relations..................... 151 BlissPR........................................... 86 CRT/tanaka.................................... 89Access Communications................ 78 Brodeur Partners............................ 87 Catapult PR-IR............................... 90Allison and Partners........................ 80 ENERGY Chamberlain Healthcare PR............ 92 Carmichael Lynch Spong................ 90Arment Dietrich............................... 82 Chandler Chicco Agency................ 92 Cone.............................................. 93 Davies Public Affairs....................... 98Bite Communications..................... 84 Cooney/Waters Group.................... 94 CooperKatz & Company................. 94Blaze PR........................................ 85 EMPLOYEE COMMUNICATIONS Davies Public Affairs....................... 98 Euro RSCG Worldwide PR............ 100Cone.............................................. 93 DeVries Public Relations................. 98 Fahlgren Mortine........................... 102CooperKatz & Company................. 94 Gagen MacDonald....................... 108 The Grossman Group................... 112 Exponent...................................... 101 Finn Partners................................ 104Coyne Public Relations................... 95 GCI Health.................................... 106 Formula PR.................................. 104DGC............................................... 96 ENTERTAINMENT Greenough................................... 111 French/West/Vaughan.................. 106DVL Public Relations...................... 97 Jones Public Affairs...................... 119 Gable PR...................................... 108Euro RSCG Worldwide PR............ 100 Catalyst.......................................... 91 DGC............................................... 96 LaVoie Group................................ 126 Gibbs & Soell................................ 109Exposure...................................... 102 MCS............................................. 128 Group Gordon.............................. 113Fineman PR.................................. 103 DKC............................................... 96 Goodman Media International....... 110 Marina Maher Communications.... 130 Jackson Spalding......................... 118H3O Communications.................. 114 Makovsky + Company.................. 130 kwittken + company worldwide.... 124Imre.............................................. 117 The OutCast Agency.................... 134 PMK*BNC.................................... 136 Public Communications, Inc......... 138 Lane PR....................................... 125Jackson Spalding......................... 118 Revive.......................................... 142 Mitchell Communications Group... 132Landis Communications............... 125 ETHICAL Spectrum..................................... 147 National Public Relations.............. 133Lippe Taylor Brand Tonic ........................................... 151 Olson............................................ 133 Communications...................... 128 Utopia Communications............... 152 WCG............................................ 153 Padilla Speer Beardsley................ 136Matter Communications............... 131 FASHION Widmeyer Communications.......... 155 Qorvis Communications............... 138O’Malley Hansen Zeno Group.................................. 156 The Standing Partnership............. 147 Communications...................... 134 Exposure...................................... 102 Trevelino Keller CommunicationsPAN Communications .................. 137 HISPANIC MARKETING Group...................................... 152Pollack PR Marketing Group......... 137 FSB.............................................. 158RF|Binder..................................... 139 Fineman PR.................................. 103 22 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  • 23. Specialty IndexNON-PROFIT Smith & Harroff............................. 148 STRATEGIC COUNSELING Makovsky + Company.................. 130 Spectrum..................................... 147 Brodeur Partners............................ 87 March PR..................................... 131Haberman.................................... 114 Stanton Communications............. 148 Matter Communications............... 131 Brunswick Group............................ 88PRODUCT LAUNCH Story Partners.............................. 148 Dix & Eaton.................................... 99 The OutCast Agency.................... 134 Widmeyer Communications.......... 155 Gagen MacDonald....................... 108 PAN Communications .................. 137Schneider & Associates................ 143 Shift Communications.................. 143 REAL ESTATE Kearns & West.............................. 120PROFESSIONAL SERVICES Kekst and Company..................... 122 Sparkpr........................................ 146 Beckerman..................................... 83 Singer Associates......................... 144 Text 100....................................... 150BlissPR........................................... 86 Davies Public Affairs....................... 98 Trevelino Keller CommunicationsLVM Group................................... 124 the 10 company........................... 150 Jackson Spalding......................... 118 Group...................................... 152PAN Communications .................. 137 LVM Group................................... 124 SUSTAINABILITY Trylon SMR................................... 152Pollack PR Marketing Group......... 137 Walt & Company........................... 154 REGIONAL AGENCY Imre.............................................. 117 Zeno Group.................................. 156PUBLIC AFFAIRS & ISSUES MANAGEMENT Saatchi & Saatchi s....................... 142 Capstrat......................................... 90 TRAVEL & TOURISMAdvocom Group............................. 79 Dix & Eaton.................................... 99 TECHNOLOGYBeckerman..................................... 83 McNeely Pigott & Fox Lou Hammond & Associates........ 114Brunswick Group............................ 88 Public Relations........................ 132 Affect.............................................. 79Capstrat......................................... 90 Public Communications, Inc......... 138 Airfoil Public Relations..................... 79 WELLNESSDavies Public Affairs....................... 98 rbb Public Relations...................... 139 Articulate Communications............. 82 Atomic............................................ 82 LaVoie Group................................ 126Englander Knabe & Allen.............. 100 Travers Collins & Company........... 151Gibraltar Associates...................... 110 Beckerman..................................... 83 WOMENGlover Park Group........................ 110 SOCIAL MEDIA MARKETING Bite Communications..................... 84 Borders + Gratehouse.................... 86 Lippe Taylor BrandGroup Gordon.............................. 113 Arment Dietrich............................... 82 Communications...................... 128Jones Public Affairs...................... 119 Citizen Relations............................. 92 Brodeur Partners............................ 87 Finn Partners................................ 104 Southard Communications........... 146Kearns & West.............................. 120 H3O Communications.................. 114Kglobal......................................... 122 Gibbs & Soell................................ 109 WORD-OF-MOUTHLevick Strategic Communications.127 Haberman.................................... 114 Greenough................................... 111 Shift Communications.................. 143 Zocalo Group............................... 157McNeely Pigott & Fox H3O Communications.................. 114 Public Relations........................ 132 WCG............................................ 153 High Road Communications......... 115Qorvis Communications............... 138 SPORTS MARKETING The Hoffman Agency.................... 116Rasky Baerlein Strategic Communications....................... 140 Catalyst.......................................... 91 Horn Group.................................. 116Sitrick & Company........................ 144 Taylor ........................................... 149 LaunchSquad............................... 125Sloane & Company....................... 145 Lewis PR...................................... 127 You Have a Brand. She Has a Life. And if you want to talk to her, you need to be relevant to her in ways that traditional PR can’t pull off. JSH&A is a new kind of marketing PR/social media agency dedicated to un- derstanding today’s lifestyles. We’re creating innovative, multi-channel campaigns that reach people where they live (and work and play), through our unique SocialLIFTM PR process. Call us at 630-932-4242 to learn more about how we do it – and who we’ve done it for, like Hershey’s, ConAgra, Jim Beam Brands, Master Lock, Midas and more. www.jsha.com Find us on Twitter and Facebook! www.holmesreport.com 23
  • 24. Agency Report Card 2012APCO WORLDWIDE capability and strength in multiple sectors (food, hot advertising shop known for its creativity, health, financial services, transportation). But Strawberry Frog, caused some consternation. the firm’s operations in New York are expanding But that deal reflects three things: first, the (with a solid financial communications practice blurring of the lines between corporate and and now the Strawberry Frog business) consumer PR, as reputation and brand become and APCO has additional offices in Boston, increasingly intertwined; second, the need for Chicago, Raleigh, Sacramento, San Francisco both PR and ad agencies to be able to deliver and Seattle, and north of the border in earned, owned and paid media solutions; and Canadian capital Ottawa. third the obvious similarity between Strawberry Frog’s focus on creating “cultural movements” INTERNATIONAL REACH and APCO’s ability to create broad public coalitions around policy issues. APCO EMEA region has traditionally accounted for about a quarter of the firm’s TALENT global revenues, with the majority of thatMargery Kraus coming from two powerhouse offices in the APCO’s independence means that it traditional public affairs centers of London and can invest in talent without having to worryMOMENTUM Brussels. Healthy growth in the region was whether new hires contribute to revenue from Last year was about change rather than fueled by two acquisitions made toward the day one, and its focus on high-stakes issuesgrowth. APCO formed new alliances (with end of the previous year—corporate reputation means that it has become a destination forformer secretary of state Condoleezza Rice’s specialist Eloqui in London and full-service high-profile hires, some of them from non-emerging marketing consulting business Emirati agency JiWin—but APCO’s underlying traditional sources. In the past 12 months, theRiceHadley Group), launched new practices performance was solid. Of APCO’s 140 people firm brought in at senior levels Christopher(focused on health and wellness and high- in the Asia-Pacific region, close to 100 are McCannell, former chief of staff to Rep.stakes events and transactions such as based in the firm’s four Greater China offices: Michael McMahon; Blythe Reiss, an Electroluxlitigation and mergers and acquisitions), opened Beijing, Shanghai, Guangzhou and Hong Kong. veteran who leads the consumer practice innew offices (primarily in the Middle East) and There are another 25 to 30 in South-East Asia, New York; social media expert Christal Goetz,bought new capabilities (through the acquisition most of them in Singapore but a scattering in late of New Media Strategies; healthcareof Strawberry Frog, of which more later). It still Bangkok, Hanoi, Ho Chi Minh City, Jakarta, and communications veteran Stig Albinus,managed to grow by about 6.5 percent, close Kuala Lumpur office. The Indian operations—20 whose resume includes senior positions withto the industry average, ending the year with people split between New Delhi and Mumbai— Burson-Marsteller and Porter Novelli; Melissafee income of around $120 million, enough are growing at a very healthy rate. Musiker from the Grocery Manufacturersto make it the 16th largest public relations firm Association; and Paul Dyck, former associatein the world. New business came from some EXPERTISE White House political director. The leadershipimpressive sources: the American Beverage team, meanwhile, remains as stable as ever,Association, Applied Materials, Johnson Unsurprisingly, given its origins as part of with chief executive Margery Kraus, president& Johnson, Masdar, Navistar, Rio Tinto, a lobbying firm and its headquarters in the Neal Cohen, Americas president RobertSolar Trust of America, the United Nations nation’s capital, APCO has been best known for Schooling, industry veterans Larry SnoddonFoundation, Wellpoint and more. its work in the public policy arena, and as it has and Kirk Stewart, and executive vice expanded it has continued to focus on adjacent president of global practice management Evan areas: crisis and issues management, corporate Kraus all continuing to play important roles.NATIONAL REACH responsibility, internal communications, APCO derives about $72 million of its $120 financial PR (including its new “material events” CULTUREmillion fee income from North America (actually practice that focuses on M&A, bankruptcy,down slightly over the past 12 months). The litigation and other critical issues)—all revolving APCO has been devoting a lot of energyWashington, DC, headquarters office continues around challenges that keep the CEO awake to building a workplace that is as excitingto be the largest, with a formidable public affairs at night. So the firm’s decision to acquire a for young professionals as it is for senior 24 www.holmesreport.com
  • 25. P H A A C D T P V B I O S E C T O R 2 E C N A T T S E S CONNECTING AUDIENCES THROUGH INSPIRED HEALTHCARE SOLUTIONS Biosector 2, a global healthcare communications agency, has helped our clients put the pieces together to drive conversations and motivate action for more than a decade. Our groundbreaking awareness campaigns move hearts andminds by putting health messages where your audiences will embrace them. Biosector 2, part of Chandler Chicco Companies and inVentiv Health, delivers unmatched perspective, creative know-how and an inspired approach to communications. Your Innovation. Our Inspiration. www.chandlerchiccocompanies.com
  • 26. Agency Report Card 2012counselors. That effort continued in 2011 withthe launch of a new intranet and an innovationportal, designed to ensure that best thinking isshared throughout the organization, and that THE FIRM’S DECISION TO ACQUIRE Acollaboration contributes to heightened levelsof creativity. On the professional development HOT ADVERTISING SHOP KNOWN FORfront, meanwhile, there has been a continued ITS CREATIVITY, STRAWBERRY FROG,focus in ensuring that cutting-edge digitaland social media thinking is integrated into CAUSED SOME CONSTERNATION. BUTeverything the firm does. A series of weekly THAT DEAL REFLECTS THE BLURRINGbriefing calls, meanwhile, provides staff with OF THE LINES BETWEEN CORPORATEaccess to the best thinking from members(politicians, diplomats, directors, former CEOs, AND CONSUMER PR AND THE NEED TOand more) of the firm’s international advisory DELIVER EARNED, OWNED AND PAIDcommittee. MEDIA SOLUTIONS.INTELLECTUALLEADERSHIP wheelhouse (although it employed a variety of events (from Social Media Week to the Arthur One of the things that attracted APCO to very modern tools and techniques), helping W. Page Society) as well as expanding itsStrawberry Frog was the young ad agency’s Sprint mobilize a grassroots coalition to defeat traditional and social media footprint (Twitterdistinctive philosophy of advertising, a mission a seemingly inevitable merger between AT&T is now the top driver of traffic to the APCOof “sparking movements” by “igniting passion,” and T-mobile. Other campaigns that played website). Still, the sometimes puzzled reactionultimately focused on starting conversations to the firm’s strengths involved promoting to the Strawberry Frog acquisition makes itand creating brand advocates. It’s easy to see pro-innovation policies in Washington on behalf clear that many people continue to see APCOwhy that approach would appeal to a public of the Consumer Electronics Association as—first and foremost—a public affairs firmrelations (or even public affairs) firm and also and arguing against a proposed passenger and there is clearly more work to be donewhy it might ultimately require tools other than fee increase on behalf of industry group explaining its broader offer.traditional advertising to executive effectively Airlines for America. The firm also workedand therefore how it could become a thought with the UN Foundation on an advertising and THE FUTUREleadership platform for APCO in the consumer PR campaign to improve access to vaccinesspace and beyond. In the meantime, the firm in the developing world and Solar Trust on APCO’s acquisition of Strawberry Frog is acontinues to produce a host of interesting thought leadership. But APCO is also eager to testament to how the world is changing—theresearch, most notably on employee showcase the very different work that comes name alone would have been sufficient to putengagement (this year’s study focused on out of Strawberry Frog: television spots for off most serious public affairs firms just a few“unleashing the power of social media” and Emirates (the inspirational “Hello Tomorrow” years ago—and still strikes some observersto develop its own IP, including its “champion campaign) and Jim Bean (“Bold Choice” ads as counterintuitive and culturally challenging. Ifbrand” reputation model, which suggests that featuring Willem Defoe). it succeeds, it has the ability to expand—andcompanies with strong reputations become perhaps even transform—APCO’s offering,advocates for their stakeholders (in addition allowing it to compete with traditional BRANDto turning stakeholders into advocates for the advertising agencies for the much-covetedcompanies). The past few years have seen APCO central brand-building role. But most PR adopt a more aggressive attitude toward acquisitions—even those that involve PR positioning itself in the marketplace, producing firms buying PR firms—don’t end well, andPROGRAMS and publicizing leading-edge white papers managing the integration of the two operations APCO’s most high-profile success of on critical political and business issues and will be a challenge. Competitors will bethe year was in its traditional public affairs participating in a wide range of high-level watching closely. 26 www.holmesreport.com
  • 27. OUR FIRST YEARDEAR FRIENDS OF FINN PARTNERS:When we started Finn Partners last December, we said we would be defined by collaboration. A year later, that collaborativeapproach defines who we are and what we do, and energizes our commitment to our client partners andto each other. Step off the elevator at the newly renovated reception area in our New York headquarters and thatcommitment springs to life in a dynamic video wall of images that illustrates the power of collaboration in the arts, in thesciences and in business.Collaboration is at the core of our brand, and it’s helped us achieve some powerful results. In less than 12 months wehave become one of the brightest stories in the PR business. Our 2011 US fees rank us as one of the top ten independentagencies – in 2012 we will achieve more than 30 percent growth (far above the growth rate of the PR industry) and havebeen named new agency of the year by a leading trade publication. And while our name is new, we have a deeply rootedteam. Our 30 Managing Partners, Senior Partners and Partners have worked together for an average of 10 years, and havea shared commitment to our mission and our future.We are an agency of commitments. While we prize new business, we hold the importance of existing client relationshipsabove all else.And, we care about every one of our colleagues. Our first Finn Partners ad last year proudly displayed the names of the180 people who work in our six offices. One year later, our staff has grown to over 220, with a host of talented newcomersjoining that original roster. Finn Partners is leading the industry with a very low turnover rate.Finally, as we look to the future, we want to be an agency that makes a difference – through our award winning pro-bonowork for numerous not-for-profit organizations, through the global peace work of my sister, Dena Merriam, who hasjoined me in launching Finn Partners, and through some of my own foundation work supporting the arts. Most of all wewant to make a difference in the lives of the people who work here and, through business, in the livesof the clients we serve.If you would like to know more, please contact me at peter@finnpartners.comor at my direct line, which is 212-593-6428.Best wishes,Peter FinnFINN PARTNERSWELCOME TO THE PARTNERSHIP
  • 28. Agency Report Card 2012BURSON-MARSTELLER leaving stewardship of the US operations to offer, which offers market access and other Dave DenHerder. He inherits an operation international advisory services. On the crisis with formidable strength in the key markets front, meanwhile, BM became one of a of New York (a much more balanced portfolio handful of firms partnering with insurance of business than two or three years ago) and giant Chartis to offer communications services Washington, DC; a US footprint that includes as part of a new crisis insurance product. established offices in Boston, California (three But some of the strongest growth in recent offices), Miami, Pittsburgh and Texas (another years have come from the healthcare (up by three offices); and two new offices in Memphis more than a third over the past two years) and Minneapolis. The firm handles work in and consumer marketing (up by 50 percent Canada through a close relationship with in the same period) practices, both of which market leader National PR. were languishing five years ago but are now benefiting from strategic investment. BM has INTERNATIONAL REACH also grown its technology capabilities, with its North of Nine subsidiary offering a boutiquePat Ford After watching many of its rivals catch up alternative to its own expertise in working with and overtake its fabled Asia-Pacific footprint enterprise clients. And the firm continues toMOMENTUM in recent years, Burson-Marsteller has begun expand its digital practice under the leadership In the five years before Mark Penn’s arrival to cautiously expand its presence once again. of Dallas Lawrence, finding greater synergiesin December of 2005, Burson-Marsteller In 2010 it launched in Malaysia, and in 2011 between its grassroots capabilities with thehad three CEOs and under-performed its it added a new office in Shenzhen and inked acquisition Crowdverb, a specialist in onlinepeers (globally, and within the WPP family) a joint venture with Vietnam firm Chu Thi. But community management and launching newsignificantly, seeing revenues decline from the firm’s largest Asia-Pacific operations remain social media monitoring and analysis tools.around $300 million to $250 million. But after in the two fast-growing BRIC economies:six years under Penn’s stewardship, what India and China. In the former, the acquisition TALENTinitially looked like a risky appointment has six years ago of Genesis established BMclearly paid dividends. The Burson-Marsteller overnight as a market leader in both size and Burson-Marsteller’s high-powered globalGroup (which includes Penn’s research sophistication; in the latter, the firm now has strategy team—in North America, it includesbusiness PSB and grassroots specialist Direct five-office mainland operation and a strong CEO Penn, vice chairmen Karen Hughes (aImpact among other important units) generated Hong Kong hub. There’s a case to be made veteran of the Bush administration’s publican estimated $450 million in fee income last the Burson has the most complete coverage diplomacy effort) and Dan Baer (a formeryear, even though 2011 was more about of key EMEA markets: the Brussels office White House communications director), andconsolidating the healthy growth of the past is the one almost all others in the European senior advisor Matt Miller (former seniorcouple of years, at least in North America. capital identify as the one to beat; the German advisor to the OMB)—provides a snapshot ofHaving said that, there was new business from operation represents some of the largest local the kind of talent the firm has been attractingGlaxoSmithKline, HP, MetLife, Monster companies—Henkel, Lufthansa, SAP—as well in recent years. But the past 12 months haveWorldwide, Sony, the Special Olympics, as overseas multinationals; and the 130-person seen a concerted effort to strengthen the digitalTommy Bahama, and United Healthcare. UK office is the turnaround success of the past team, with Michael Bassik joining from Global few years and now serves as the hub for 25 Strategy Group as US digital head and later percent of the firm’s top 20 clients. CEO of Proof, the firm’s integrated marketingNATIONAL REACH agency. Other additions last year include Lisa Burson-Marsteller reestablished itself as one EXPERTISE Travatello, who joined from Weber Shandwickof the premier public relations firms in North to leads the global consumer practice; formerAmerica (it was named Large Agency of the Burson-Marsteller has been building on National Security Council executive secretaryYear by this publication last year) under the its core capabilities in corporate and public Nate Tibbits as chair of the US public affairsleadership of regional CEO Pat Ford, who affairs with new, high-end services such practice; Axicom veteran Sabrina Guttmanin 2011 moved on to new responsibilities, as its government and political services as deputy chair of US technology; Laura Hall 28 www.holmesreport.com
  • 29. San Francisco “We have tracked a direct increase in awareness and positive brand imagery attributable to the efforts of Fineman PR.” - Director of Marketing for Major Food Brand Brand Pr“The number of orders (for our wines) increased 211% and revenues increased 46% after receiving press exposure.” Crisis CommuniCationsCommunications Manager of Napa Valley Winery “We are pleased with the agency’s responsiveness; quick, strategic thinking; its effective media relations; Community relations and, social media expertise.” “The agency’s strategic planning and follow-through significantly contributed to ‘winning the day’ during a potentially Residential Real Estate Developer explosive community issue.” CEO of Client Healthcare District But enough about us, let’s talk about you. www.finemanpr.com (415) 392-1000 info@finemanpr.com 330 Townsend St, Suite 119, San Francisco, CA 94107
  • 30. Agency Report Card 2012 the Fukushima disaster is a perfect illustration of the way the firm is blending its traditional expertise in high-profile crisis and reputation BURSON-MARSTELLER’S HIGH- management work with new digital tools. The firm also handled high-profile crisis work for POWERED GLOBAL STRATEGY TEAM Chinese manufacturer Foxconn after reports PROVIDES A SNAPSHOT OF THE KIND of worker suicides threatened its relationship with Apple and other western manufacturers OF TALENT THE FIRM HAS BEEN and Costa Cruises after the tragic shipwreck ATTRACTING IN RECENT YEARS. BUT in Italy. Other highlights include ongoing work for Ford’s luxury Lincoln brand and Proof’s THE PAST 12 MONTHS HAVE SEEN A work on FordAhead.com; cause-related CONCERTED EFFORT TO STRENGTHEN marketing work for the Taco Bell Foundation THE DIGITAL RANKS. for Teens; and corporate responsibility work for Hormel. The firm also provided pro-bono support for a variety of causes, from Starlight Children’s Foundation in the Midwest to thefrom MSLGroup as lead for the Ford account; INTELLECTUAL Special Olympics.and Johanna Schneider, former head of LEADERSHIPexternal relations for the Business Roundtable, BRANDas market leader in Washington, DC. There Burson can already make a credible claimwere new roles, too, for key personnel: Dave to have the best research capabilities in the The five-year journey that reestablishedDenHerder became president and CEO of the public relations business—a key component of Burson-Marsteller as one of the mostNorth America region, with Pat Ford taking on the “evidence-based” approach it introduced respected public relations firms in Northa new role as global vice chair of client service. three years ago— via its Penn Schoen America has not been without controversy— Berland subsidiary. In 2011, the acquisition of the firm’s work for several clients has attracted BrandAsset Consulting (which seeks to marry NGO ire and Mark Penn remains a polarizingCULTURE figure—but BM is once again a prominent “the discipline of financial management with Burson-Marsteller has not necessarily been the art of brand management”) expanded fixture in the rolodex of CCOs (and, increasinglyknown for managing the “soft” elements of those capabilities, and PSB continued to CEOs) facing high-profile issues. The firm hasits business as well as some of its peers, but grow its Global Corporate Reputation Index, been particularly disciplined about sticking to itsit does have a reputation for providing quality which covers six countries and was presented “evidence-based” positioning, which continueslearning opportunities for all staff. The firm’s this year at the WEF in Davos, while also to resonate with clients looking for reassuranceongoing effort to train employees in digital partnering with Forbes on a “Top Brands” that a little intellectual rigor underpins the ideasstrategy continued apace, as every office in the study and releasing the seventh annual Green coming out of their PR firms.network participated in Digital Week in June, Brands survey. BM also partnered with Kloutoffering two-hour training sessions, bringing to produce a study of influential Twitter users in THE FUTUREin outside experts, and conducting skills each G20 market; unveiled its second annualassessments. Other professional development global social media check-up; and introduced Despite Burson-Masteller’s resurgence ininitiatives include a new online orientation new research showing that many business recent years, there is still plenty of upside,for incoming employees and new business decision makers remain ill-prepared to deal most notably in the consumer and healthcaretraining. The firm has also stepped up its with a social media crisis. arenas. Recent growth has gotten BM backdiversity and inclusion efforts, with mentoring into the game, but if it can win high-profile(and reverse mentoring) programs and a work with the same frequency it does in PROGRAMS the corporate and public affairs realm, it willtargeted recruitment effort. Burson-Marsteller’s SABRE-winning work for continue to grow and to close the gap on its the Nuclear Energy Institute in the wake of larger competitors. 30 www.holmesreport.com
  • 31. “It takes 20 years to build a reputation and five minutes to ruin it. Ifyou think about that, you’ll do things differently.” -- Warren Buffett We help clients do things differently. 950 Third Avenue, 7th Floor New York, NY 10022 rfbinder.com amy.binder@rfbinder.com 212.994.7501
  • 32. Agency Report Card 2012COHN & WOLFE improving corporate capability. But the firm also brand-building is also relevant to companies has a strong presence on the west coast, with in the technology sector (including clients offices in Los Angeles (under Kazumi Mechling) of its Axicom subsidiary) and the broader and San Francisco (now led by Anna Leonard) corporate space (with financial services a having technology and sustainability expertise. fast-growing sector, and sustainability an area There are smaller operations in Atlanta, Austin of real expertise). But the past 12 months and Chicago, but nothing in Washington, have seen the evolution of several specialist DC, which may be less of a priority for a firm capabilities designed to distinguish C&W from focused on the branding business. There are its competitive set. That the firm is investing in also three Cohn & Wolfe offices in Canada digital goes without saying, although 30 percent (Calgary, Montreal and Toronto) where the growth last year was impressive and the firm firm is a member of the Res Publica network now embeds digital in everything it does, but (operated by Canadian market leader National the firm’s effort to expand its crisis credentials PR) and is better known for its corporate and by focusing on issues management as part crisis work. of brand strategy is new and different. So isDonna Imperato a new multicultural capability, via the launch INTERNATIONAL REACH of specialist unit Infuse, and an emphasis onMOMENTUM “impact marketing,” which seeks to deliver In a year that saw most of the big holding The past 12 months have seen the beginning “game-changing” integrated campaigns.company PR firms growing modestly at of a revival for C&W in Europe following thebest, Cohn & Wolfe’s 11 percent growth arrival of Scott Wilson as chief executive of TALENTin North America was pretty impressive. It the flagship UK office and managing directorremains the smallest of WPP’s global brands for EMEA and his work to turn the office into a The past 12 months have seen a number(a designation that makes sense now that hub for pan-regional business. Elsewhere, the of high-profile additions to Cohn & Wolfe’sit is growing out its Asian operations), but firm has an extensive network of 31 offices, senior North America team, culminating in theis outperforming the holding company’s although many of them contain just a handful appointment of integrated marketing expertoverall PR numbers. Even more notable is of people. The strengths are in France and Italy, Jim Joseph—formerly of Lippe Taylor andthe fact that growth came across all four each home to about 40 people; Germany; and Saatchi & Saatchi Wellness—as presidentmajor practice areas, in consumer (best- a fast-growing Swedish office. A new emphasis of North America, reporting to global CEOselling cognac brand Hennessy, Pete & on the Asia-Pacific region saw two acquisitions Donna Imperato. Other key hires includedGerry’s Organics), healthcare (a number in late 2011: impactasia, which added a Hong Anna Leonard, replacing the departed Annieof confidential pharmaceutical assignments, Kong office and doubles the size of Cohn & Longsworth as head of the San FranciscoThe Valley Hospital), technology (3M Wolfe operations in Beijing and Shanghai, and office; Stephen Brown from MSL as headdisplay and graphics, LG Mobile), and XPR, a South-East Asian network with offices of the Atlanta office; Olga Fleming fromcorporate (including financial services brands in Singapore, Malaysia and Indonesia. Those Biosector2 as head of New York healthcare;Invesco PowerShares, Monument Wealth two firms are cobranded, and give Cohn & and two senior VPs in its corporate practice,Management, and Berkeley Point Capital). Wolfe the ability to compete for pan-regional Kristin Sadlon and Russ Williams. TheThey join a client list that includes such notable business and to serve clients in the technology firm also promoted Liz Beck to head of thenames as Smuckers, Walmart, Panasonic, and healthcare sectors in addition to its core US consumer practice and Bob Osmond toMerck, Genzyme, 3M, Bayer, Colgate, consumer offer. head of US technology and Brooke Hovey toBoehringer Ingelheim and Ubisoft. executive VP in its digital practice. EXPERTISENATIONAL REACH CULTURE The client list above—an almost perfect Cohn & Wolfe’s strongest operation in the 50-50 split of consumer and healthcare More entrepreneurial and less risk-averseUS is its New York headquarters, where there companies—makes it clear where Cohn & than many of its peers, Cohn & Wolfe wasis strength in consumer and healthcare and an Wolfe’s strength lies, although its expertise in named one of Ad Age’s 40 Best Places to 32 www.holmesreport.com
  • 33. Forget a meeting.Let’s have a turning point.Every great success can be traced back to one critical moment when the stakes wereat their highest and the outcome could have gone either way. Those are the momentswhen Capstrat is at its best. To ensure the next crucial step you take is the right one,please contact Karen Albritton, our president, at 919.882.1958. Consider it the first callof the rest of your organization’s life. com
  • 34. Agency Report Card 2012Work in Marketing & Media for the second client’s infrastructure, influence online opinion BRANDyear, cited for its manifesto, which declares leaders, and deliver brand experiences.that “convention is our enemy” and which the Unlike some of its larger competitors, Cohnmagazine says “exemplifies how Cohn & Wolfe & Wolfe is resisting the temptation to be all PROGRAMS things to all people. Its mission statement—tofosters creativity.” That emphasis on creativitypervades everything from the playful décor Showcasing its green credentials, Cohn & “achieve client goals by helping create, buildin the new New York headquarters to snazzy Wolfe picked up a SABRE Award for its work and energize brands”—has been consistentnew business cards. On the professional introducing a new environmentally-friendly over the years and reinforces the notion thatdevelopment front, there has been increased motor oil for Valvoline, dealing adeptly with C&W is first and foremost about the clientemphasis on recruiting and training through the dealers and consumers, both of whom were brand. A burgeoning social media presence,firm’s “digital intelligence” curriculum. skeptical—though not necessarily for the same an expanding trophy case, and a higher reason. In the healthcare arena, the firm helped profile in marketing trade media are all helping Solta Medical introduce its new Liposonix to drive home the idea that C&W is a moreINTELLECTUAL entrepreneurial, creative and nimble alternative alternative to invasive liposuction, with activitiesLEADERSHIP ranging from a survey on the state of the to its larger peers. The arrival of Jim Joseph, author of The nation’s love handles to television coverageExperience Effect, has given Cohn & Wolfe a on 20/20, The View, and The Doctors, and THE FUTUREplatform from which it can discuss some of the supported GSK’s Steifel subsidiary with its Hats On for Skin Health education initiative. Cohn & Wolfe says its goal is to “becomebroader trends transforming the way marketing In the consumer space, it helped Walmart indispensable” to its clients. Five years agoworks, and the firm has taken advantage, that would have been a very lofty goal for a firm focused on the consumer side of the PR business, but changes in the media landscape and in consumer expectations have created COHN & WOLFE REMAINS THE an opportunity for marketing PR firms to move into a central role in brand-building and Cohn SMALLEST OF WPP’S GLOBAL BRANDS & Wolfe clearly has aspirations to be at the (A DESIGNATION THAT MAKES SENSE forefront of that move. More hires like Jim Joseph, with his broad marketing background, NOW THAT IT IS GROWING OUT ITS ASIAN and more distinctive product offerings (in the OPERATIONS), BUT IS OUTPERFORMING digital realm and beyond) will help it turn those aspirations into reality. THE HOLDING COMPANY’S OVERALL PR NUMBERS.developing and discussing new creative Entertainment introduce its “disc-to-digital”methodologies and a new “footstorming” service and worked with Hennessy on aproduct that fosters collaboration between campaign that enlisted A-list celebrities (Martinthe firm and community organizations. On Scorsese, Erykah Badu) to inspire brand fansthe digital front, a new “digital strategic to “push the limits of their potential.” Digitalframework” enables client teams to use digital work includes developing social media strategytools (combining conversation and behavioral for Sam’s Club and relaunching Michaelanalysis with benchmarking and brand Angelo’s line of Italian cuisine.valuation) to uncover insights, understand the 34 www.holmesreport.com
  • 35. EmployEE communications messAgiNg copywRitiNgstrategyB2B mARketiNgReputAtioN mANAgemeNt investor relations annual rEportsCONSUMERMARkETINgsocial media SUSTAINAbILITY REpORTS Design Big idEasmEdia rElations iNteRActiveBRANDiNg rEsEarchcRisis commuNicAtioNs COMMUNITY RELATIONS traDe showssomething unexpected. no surprises.Padilla speer Beardsley creates high-impact integrated communication strategiesand delivers fresh ideas that get results.Building and protecting reputations for more than 50 years. Minneapolis | new York | padillaspeer.com
  • 36. Agency Report Card 2012EDELMAN continue to be market leaders, but there media realm, now has more than 600 people was more impressive growth in 2011 from in its digital practice, which continues to grow secondary markets: the Texas operation led at a 30 percent rate and to expand its offer to the way (in part due to the acquisition last year include new social media analytics and content of Houston-based Vollmer) with fees up by 67 creation tools and community management percent; San Francisco turned in very healthy capabilities. The healthcare practice, a $60 25 percent growth; the Silicon Valley operation million business in the US, has responded to the was up by 16 percent; and Washington, DC, reduced pace of pharmaceutical innovation by where the increasingly influential public affairs diversifying to include corporate reputation and practice has its headquarters, was up by 11 public affairs work as well as marketing, and percent. Edelman has additional US offices devices and diagnostic companies as well as in Atlanta, Los Angeles, Orlando, Portland big pharma. The consumer practice—the other (Ore.), Sacramento, and Seattle. In Canada, traditional powerhouse—continues to expand meanwhile, offices in Calgary, Montreal, its capabilities in cause marketing and sports Toronto and Vancouver contribute about $25 and entertainment marketing (through its MatterRichard Edelman million in fee income and rank among the top subsidiary), and its ability to deliver integrated multinational firms in the market. campaigns (via creative agency Ruth), allMOMENTUM underpinned by a new “brand stewardship” Edelman’s topline growth in North America INTERNATIONAL REACH methodology. The latter two came together inwas 9.8 percent last year, slower than recent 2011 to create a new practice, Wellness 360.years but still ahead of the average for its With 800 people and around $114 million in The corporate reputation practice continues topeer group, and the firm ended the year with fee income in the EMEA region, Edelman is one grow, with specific expertise in reputation riskfee income in the US of $383 million (factor of the five largest firms in the region, capable management, internal communications, andin Canada, and the North American number of competing for the largest pan-European CEO transitions. And the public affairs practiceis comfortably above $400 million). New assignments—even though it has fewer dots has quietly evolved into one of the strongestwins included Kellogg (a giant account that on the map (17 wholly-owned offices) than in the business, with more than 250 people innecessitated the launch of new operation some of its peers. The leadership transition from North America and real expertise in digital publicdedicated to that client alone), Twitter (the David Brain to former UK chief exec Robert affairs and grassroots and coalition-buildingfirst time the social media giant has appointed Phillips appears to have gone smoothly so far, across industry sectors such as technology,an agency of record), News Corp (for crisis as the 19 percent growth Edelman achieved in healthcare, energy, and financial services.counsel), Brazil (to raise its global profile ahead the region during its most recent financial yearof hosting the Olympics and World Cup), Girl indicates. Edelman took a pretty big hit in the TALENTScouts of the USA, AMD, Juniper, Hilton Asia-Pacific region in 2009, caused mostly byInternational, Autonomy, and in healthcare the economic downturn, but also partly by the Matt Harrington’s impressive work inthe likes of Astellas, Biogen Idec, Cancer departure of some senior and midlevel people. helping Edelman achieve and consolidate itsTreatment Centers of America, and Qiagen. It started to climb back in 2010 and continued position as the number one public relations firmThere was new business too from many existing its resurgence during 2011 in the first year of in the North American market was recognizedclients, including HP. GE, Microsoft, Novartis, Brain’s leadership, with fee income up by better with his elevation to the global COO role at theAstraZeneca Shell, Johnson & Johnson, than 30 percent to $57 million and 800 people end of 2011, with Mark Hass returning fromeBay and Unilever. Even more impressive, the in the region. The China operations are the China to take the regional helm. Another keyfirm has not lost a single top 50 client in the past largest, with about 240 people, and the firm move saw the promotion of Alan VanderMolentwo years. remains the undisputed leader in Indonesia and to global vice chairman, charged with leading now has more than 100 people in India. the group’s growing portfolio of other agency brands. In addition, Steve Lombardo returnedNATIONAL REACH EXPERTISE as CEO of StrategyOne, the firm’s research unit; Edelman’s New York headquarters and Kim White, most recently head of corporatethe Chicago office where the firm was born Edelman, a pioneer in the digital and social communications at Baxter, returned to the 36 www.holmesreport.com
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  • 38. Agency Report Card 2012agency business as vice chair, health; Curt Lombardo as CEO and adding Robert research to stimulate media coverage andKundred, formerly of Fleishman-Hillard, was Moran, most recently a partner at Brunswick, conversation); eBay (a partnership betweennamed president of Edelman’s western region; as US president, and Pauline Draper-Watts, the online retail giant and fashion icon Derekand Will Ludlam, a veteran of Porter Novelli a veteran of Prime Research and Millward Lam); ITT Corporation (a corporate spinoff);and Hill & Knowlton, as general manager of Brown, to head the Chicago office. The unit and the Fahed Al Salem Center for DialogueChicago. Other key personnel in practice and has expertise in corporate reputation and Among Civilizations and Defense of Libertygeographic leadership roles remain in place. positioning, stakeholder mapping and analysis, (building a dialogue for engagement around social and traditional media monitoring and the issues raised by the Arab Spring)—anCULTURE more, and is one of the fastest-growing impressively broad array of work. research firms in the US. Other new tools The addition of Claudia Patton, most include an approach to using visual storytelling BRANDrecently president of Edelman in the southeast, techniques to demystify science issues,to a new role as chief talent officer and a to Sunrise, developed in partnership with Edelman is clearly differentiated by its statusmember of the firm’s 14-member executive Crimson Hexagon to deliver “narrative-driven” as the only independent among the top 10; itcommittee, signals that Edelman now takes analytics in multiple languages, to Periscope, has a clear point of view, articulated fearlesslyits workplace culture as seriously as anyone, a global market entry service. The firm’s Trust by Richard Edelman others on the leadershipand wants to create an experience designed Barometer, meanwhile, is evolving from a team; and it promotes itself via a wide rangeby PR people for PR people. Another key brilliant marketing tool to become a very useful of research, all designed to underscore its keyaddition saw Zing Shaw join the firm as diagnostic tool applied to individual industries strengths. The long-running and oft-quoteddiversity director, signaling a new emphasis and companies. Trust Barometer is the most prominenton multiculturalism. The training program marketing platform, creating the foundation forcontinues to expand, with a heavy emphasis media interviews, conferences and seminars. PROGRAMSon digital, and the firm’s fellowship program, All of that makes a contribution to impressivewhich rewards high-potential future leaders with It’s no surprise Edelman doing great creative share of voice and to what remains theoverseas assignments, completed its first year work for client Starbucks, but the breadth of strongest, best differentiated brand in thein 2011. And all of that contributed to a top its assignment demonstrates just how far the global public relations business.three finish among large agencies participating firm has come in expanding its capabilities, fromour Best Agencies to Work For research. supporting the coffee company’s com-munity THE FUTURE outreach to building its reputation as a leader in responsible capitalism and sustainability. That In the 80s, most observers would haveINTELLECTUAL helped Starbucks pick up a Diamond SABRE pointed to Burson-Marsteller as the world’sLEADERSHIP best public relations business; in the 90s, it Award for Superior Achievement in Brand- Edelman made a significant investment Building, and there was recognition for the firm’s was Fleishman-Hillard or Ketchum, dependingin its StrategyOne research and insights work for Church & Dwight’s Trojan brand on the year; for most of the past decade,consulting business in 2011, bringing back of condoms (using some attention-grabbing that position has been traded back and forth between Edelman and Weber Shandwick. The point is that few firms have been able to maintain an industry leadership position for longer than Edelman now has: the pace of EDELMAN, A PIONEER IN THE DIGITAL AND change means that even the top firms cannot SOCIAL MEDIA REALM, NOW HAS MORE afford to rest of their laurels. There’s no sign that Edelman is doing that—it has been THAN 600 PEOPLE IN ITS DIGITAL PRACTICE, perhaps the most consistently innovative of WHICH CONTINUES TO GROW AT A 30 PER- the top-tier agencies—but there’s certainly no room for complacency, and the firm will need to CENT RATE AND TO EXPAND ITS OFFER. maintain its impressive focus if it is to withstand new challengers over the next few years. 38 www.holmesreport.com
  • 39. A new era. A newapproach. Why not a whole new look? Welcome to the Engagement Era. New to some, but not to us. Find out more at: webershandwick.com/ engagingalways
  • 40. Agency Report Card 2012FTI CONSULTING Los Angeles, Morristown (NJ), Pittsburgh, (including litigation PR) to public affairs, Philadelphia, and San Francisco—many and even branding and marketing. Industry of them sharing resources with the parent expertise includes highly-regulated industries consulting firm—and Canadian offices in including financial services, energy and Toronto and Vancouver. natural resources, healthcare and technology and telecommunications. That expertise INTERNATIONAL REACH is supplemented by digital capabilities, strengthened by recent acquisitions, and an FTI Consulting has more than 300 people impressive research team. in the EMEA region, the majority of them in a London office that started life focusing on TALENT financial communications but has expanded to become a broad-based corporate and The departure of UK-based global chief public affairs operation under the leadership executive Charles Watson resulted in a of John Waples. The Brussels office, FTI promotion of Ed Reilly, who had been leadingEd Reilly Blueprint, continues to perform strongly the firm’s US operations, to a new global under founder Julia Harrison, and there are leadership role, with Mark McCall takingMOMENTUM additional offices in financial centers such as over as head of the strategic communications Globally, the strategic communications France and Germany and emerging markets in the Americas region and Beth Saunderspractice of FTI Consulting (the business such as Russia and the Middle East. Last year promoted to regional chairman. There wereformerly known as FD) saw revenues increase was another year of transition for corporate new roles for several other key counselors:by about 4 percent, topping $200 million for and financial communications specialist FD Andreas Panayi was named global head ofthe first time and enabling the firm to hold on in the Asia-Pacific region as a restructuring creative engagements; Brian Kennedy wasto its place among the top 10 public relations and rebranding saw the Australian and Asian named global energy sector leader; Brianfirms in the world. In the Americas region, businesses, which had previously operated with Maddox became senior managing director,growth was slightly better than that, thanks to a degree of autonomy, come together under a specializing in national media relations andthe firm’s ongoing counseling work for clients single regional leadership team. FTI continues Lou Colassuono was named to the samesuch as Transocean, Allstate, Comcast, to handle more Asia-Pacific mergers and title, specializing in communications training.The Dow Chemical Company, and the acquisitions assignments than any of its peers, New hires included Robert Knott, formerlyIndependent Petroleum Association, and ranking number one in the mergermarket of Edelman, as senior MD; and Linda Mayernew business from the likes of Novartis. league table. (formerly of Merck), Chris Otto (formerly of Yahoo!), Jennifer Milan (formerly of Sterne EXPERTISE Agee), and Elizabeth Cholis (formerly ofNATIONAL REACH Ruder Finn) as senior VPs. About 270 of FTI’s 700 strategic FTI’s heritage is in the investor relationscommunications employees are based and financial communications space, and CULTUREin the US, about half of them in a New the firm continues to feature prominently inYork office that is located a stone’s throw the mergermarket rankings of global advisors The integration of the former FD operationsfrom Wall Street, reflecting its impressive to mergers and acquisitions, and to handle into the broader FTI Consulting business andfinancial communications capabilities and its fair share of other “special situations” the transition in leadership at the strategicits continued strength in M&A and other (a category that covers everything from communications unit—accomplished againstfinancial transactions. The Washington, DC, IPOs to bankruptcies and restructurings to a backdrop of a sluggish M&A market—haveoperation is the second largest in the US, leadership transitions). But FTI has evolved not been without disruption and there havewith a team of about 30 focused on public in recent years to provide a wide range been some mutterings from disgruntledpolicy and regulatory issues. An expanding of C-suite communications counseling departed employees. But under Reilly’sgeographic footprint includes additional US services in areas ranging from employee leadership, FTI is paying more attention tooffices located in Boston, Chicago, Dallas, communications to crisis management cultural issues, and professional development 40 www.holmesreport.com
  • 41. Agency Report Card 2012in particular, through an annual program Transocean, one of the companies at among the world’s 10 largest public relationsthat combines internal and external classes the center of the Gulf oil spill. The M&A businesses. Of those 10 firms, FTI is thedesigned to sharpen skill sets and provide practice worked on transactions such as the one with the strongest focus on the highinsight into the latest industry trends. Transocean acquisition of Aker Drilling and the end financial public relations business, Allstate acquisition of Esurance. The firm also which provides it with tremendous accessINTELLECTUAL handled global public affairs work for Shell. to the C-suite and has the potential to open doors for other services, including the firm’sLEADERSHIP BRAND increasingly impressive digital and social FTI has made a significant investment in media business. Providing that greater depththought leadership over the past 12 months, The firm formerly known as Financial and breadth of services is one key challengedrawing on its in-house research capabilities Dynamics, and later as FD, adopted the brand going forward; another is globalizing existingand a number of internal and external of parent company FTI Consulting in 2011, business so that more clients are served inpartnerships to produce several studies a reflection of the closer integration of the multiple practices in multiple markets. FTI’S HERITAGE IS IN THE INVESTOR RELATIONS AND FINANCIAL COMMUNICATIONS SPACE... BUT THE FIRM HAS EVOLVED IN RECENT YEARS TO PROVIDE A WIDE RANGE OF C-SUITE COMMUNICATIONS COUNSELING SERVICES.focused on C-level issues: its first annual CEO strategic communications business with otherTransitions Study, an examination of the CEO’s aspects of the management consulting firm’srole as statesman, research into corporate operations, which includes experts in forensicgovernance and shareholder activism, a survey accounting, corporate finance, economicsuggesting the need for companies and CEOs consulting and technology. The third nameto be more involved in policy issues, and a change in the past four or five years does notstudy focused on R&D in the pharmaceutical appear to have created much confusion inindustry. the market, and clearly makes sense for the long-term as FTI seeks to position strategic communications as part of a suite of C-levelPROGRAMS consulting services. As always, FTI has been involved in morethan its share of high-profile assignments. THE FUTUREThe strategic communications group workedwith colleagues in the forensic and litigation Growth has been steady rather thanconsulting and technology practices on spectacular over the past couple of years,crisis and issues management work with just enough for FTI to hold on to its place 42 www.holmesreport.com
  • 42. HolmesAD_Havas_05_Layout 1 9/26/12 8:08 AM Page 1 CONNECTED + FUTURE FIRST Same award-winning team. Sexier name. Euro RSCG Worldwide PR is now Havas PR. www.havaspr.com us.havaspr.com @havaspr
  • 43. Agency Report Card 2012FLEISHMAN-HILLARD of much of its growth ($100 million in new and 150 social media strategists), but it has business last year). With 1800 people spread gone beyond most of its peers in developing across 48 offices in the region, FH has by paid media capabilities: it bought more than far the broadest geographic footprint, with $100 million of advertising last year, not a lot by powerhouse operations in Washington, DC, ad industry standards but pretty astonishing for (400 people spread across four brands); New a PR firm. The firm has broad strength across York (200 people); the Midwest (500 in the St all major practice areas—consumer branding, Louis headquarters and Chicago, Kansas City, corporate reputation, public affairs—and the Minneapolis, Detroit and Cleveland offices); as healthcare and technology sectors, and is now well as California, Texas, and Florida. specifically targeting a number sectors where it sees the potential for great growth in coming INTERNATIONAL REACH years, including biotechnology and generic pharmaceuticals in the healthcare arena; VoIP Fleishman-Hillard’s growth in Europe has and search engines in the technology space; been strong enough to earn the firm our environmental consulting and sustainableDave Senay regional Consultancy of the Year award two of building; social gaming; wealth management the past three years, and the firm continued to firms; and for-profit educational institutions.MOMENTUM edge closer to the market leaders in 2011.The Public relations growth at Fleishman-Hillard firm has 16 owned offices in the region, with TALENTparent company Omnicom has been anemic considerable strength in the UK, Brussels, andover the past couple of years (under 2 percent Germany. Beyond those big three, the French If Fleishman-Hillard is going to reinventin 2011) and as the largest PR firm in the office has been growing at a very healthy rate; itself the way global CEO Dave Senay wouldOmnicom stable, it’s clear that FH has not been Ireland continues to impress despite a difficult like, it will need to diversify its talent pool. Notsetting the world on fire in terms of financial economic environment; the Italian operation that the existing leadership team—industryperformance, although it has been making has stabilized; and the Russian joint venture veterans like president of the Americas Jacksome big bets on the future that are expected enjoys an excellent reputation.After yet another Modzewlewski, senior partners Stephanieto pay dividends in the next few years. Having years of stellar growth (averaging 21 percent Marchesi (chief marketing officer), Nancysaid that, there were some big new clients (the over the past five years) Fleishman-Hillard has Seliger (global client relations), DaveAmerican Petroleum Institute, Callaway, well and truly arrived among the big network Wickenden (strategic planning), and BobCigna, Daichi Sankyo, Energizer, the players in Asia-Pacific, reaching revenues Winslow (technology)—lacks either qualityKennedy Center, Mattel, Navistar) in 2011, of around $45 million. The firm now has 16 or experience, but FH is clearly to bring inand organic growth from several major clients offices in the Asia-Pacific region and counts talent from other sectors and disciplines. Key(Abbott, Barnes & Noble, Ernst & Young, around 600 staffers in Asia-Pacific, divided fairly additions over the past 12 months includeGM, Huawei, PG&E, Pepsico). Just as equally between Greater China, Japan, and Allan Chernoff (a former CNN journalist),impressive is the loyalty of longtime clients such the rest of the region.. Over the past year or Richard Dale (perviously planning directoras Emerson (almost 60 years), Blue Cross so, it launched new operations in Jakarta and at Leo Burnett), Tom Hudder (formerly withBlue Shield (more than 50), AT&T, Hallmark, Bangalore, and has also expanded its Vox (now Rodgers Townsend/DDB), Michael Levitz (athe Boy Scouts of America, Motorola, P&G in Japan), and BlueCurrent (Japan, Hong Kong digital veteran of Strawberry Frog and RGA),(all 20 years plus) and the fact that FH has lost and Beijing) brands. and John McNeel (who was president ofjust one top 50 client in the past 12 months. global clients at TBWA). EXPERTISENATIONAL REACH CULTURE In the wake of the media revolution, most Fleishman-Hillard’s North American business large PR firms have expanded their content The firm’s 2011 senior leadership meetingcontinues to be the home of 75 percent of its creation capabilities, adding new digital and was a venue for discussing some of theseven-figure clients, the birthplace of much of social media capabilities. FH has done that, of big ideas that will shape the future of theits most innovative thinking, and the engine course (it has a team of 250 digital strategists profession and the ways Fleishman-Hillard 44 www.holmesreport.com
  • 44. What’s a KWittKen? A beastcreature found primarily in New York, with reported sightings in London, Dubai, and Tokyo. It’s mayor of the internet, is able to tweet 141 characters and has earned more badges than an eagle scout that married a girl scout that had a baby Kwittken [kwit-tken] that became an eagle scout. It’s a morning person, afternoon person, evening person and morning person. If it were on TV it wouldn’t be on the Home Shopping Network , but if it was, your mom would TM buy a dozen of whatever it was selling. It may occasionally raise its voice, but it does so in such a way that you feel better about your future, meet the love of your life, and are cured of your persistent case of tennis elbow. Kwittken is only pretty good at cat whispering, but it’s good as hell at PR*.*Kwittken + Company is a freaking awesome agency that works with different clients in a ton of different industries. (646) 277-7111 kwitco.com
  • 45. Agency Report Card 2012needs to change in order to retake its industry toolbox of primary and secondary research greenwashing or unnecessary confrontation.leadership position and “be the most complete and measurement platforms, including a Less controversial work includes socialcommunications company on the globe.” partnership with Omnicom digital analytics engagement for GM’s Chevy brand at SXSW;To do that, it needs to make big bets, and business Annalect); transmedia creative the launch of Bloomberg Government, the new political network from the business news leaders; social media outreach for EA Sports, FLEISHMAN-HILLARD HAS GONE BEYOND which enlisted fans to pick the cover of the new Madden football game; a flu etiquette MOST OF ITS PEERS IN DEVELOPING PAID campaign for Genentech’s Tamiflu; and an MEDIA CAPABILITIES: IT BOUGHT MORE internal wellness initiative for AT&T. THAN $100 MILLION OF ADVERTISING LAST BRAND YEAR, NOT A LOT BY AD INDUSTRY Fleishman-Hillard remains one of the STANDARDS BUT PRETTY ASTONISHING most respected brands in the business, FOR A PR FIRM. differentiated in part by its Midwestern culture and its focus on client service, generating an impressive net promoter score from itsso one area of internal emphasis has been (channel neutral The firm’s employee client satisfaction survey (85 percent wouldon empowering people to take creative risks engagement efforts continue to rank among recommend Fleishman to others). It alsoand think beyond traditional solutions. And the best in the business (thinking and earned, maintains a high-profile at business leadershipwhile it is making a significant investment in owned and paid content development); social events such as the World Economic Forumtraining its own people (always a strength: media and social business (repeating its digital and Cannes and it continues to earn plenty ofchief talent officer Agnes Gioconda is one influence index research) ; and reputation third-party recognition (named one of the topof the best in the business), it also needs management (the firm has formed the FH 50 companies for executive women by theto encourage collaboration, both across Center for Reputation and Relationships and National Association for Female Executives).geographies and practices and with other firms is planning signature research in the field). A dramatic revision of the FH brand, reflectingfrom other disciplines. An expanded focus on At the center, meanwhile, is a new strategic all the changes of the past 12 months, ismulticulturalism, meanwhile, includes the Alfred integration process, which starts with audience expected in 2012.Fleishman Diversity Fellowship program (eight mapping and client diagnostics, proceedsto 10 participants each year) and a Diversity through insight development and GPS (goal, THE FUTURECouncil that assists with recruitment and perspective, strategy) planning to developmentretention. Finally, the firm is partnering with the of a strategic platform and a big creative idea, When Fleishman-Hillard talks about all theJosephson Institute to provide a third-party through execution, to evaluation of outcomes. initiatives it has launched in the past year—review of its ethics programming. new social media capabilities, broad-based content creation, an emphasis on corporate PROGRAMS reputation, interdisciplinary collaboration,INTELLECTUAL increased diversity, ethics, new metrics and Fleishman-Hillard’s work for the AmericanLEADERSHIP Petroleum Institute, defending the practice analytics—it is clear that they tick all the right Fleishman-Hillard’s vision of “complete known as “fracking” provides an illustration boxes and address pretty much all the criticalcommunications” means being able to of the way a good PR firm can produce issues facing the public relations business asreach any person, anywhere, with the right ethical and authentic communications—from a result of the communications revolution. Ifmessage, anytime, and—critically—through community and social media outreach FH can execute against that strategy, there isany channel. To support that goal, the firm to issues advertising—in support of a no reason why the firm—which has the criticalis making big bets on analytics, insights controversial issue, focusing on economic mass, the resources and the credibility—and planning (developing a comprehensive benefits and industry efforts to minimize cannot climb back to the top spot it made its environmental impact without resorting to own for much of the previous decade. 46 www.holmesreport.com
  • 46. We’ve had a good year. Big Awards - Check.Happy Clients - Check. Awesome Employees -Check. But that’s no reason to roll over and playdead. There’s always another creative itch to scratch,another insight to dig up in the backyard. It’s all partof the hunt for our next adventure.The bulldog’s steering and the sky’s the limit.cohnwolfe.com
  • 47. Agency Report Card 2012GOLINHARRIS capability) and healthcare. The New York corporate practice (about 15 percent of office has been a big success story over the revenues) and smaller healthcare, technology past decade, establishing itself as a top-tier and public affairs groups, all of which competitor in a market where Golin once are expected to make a more significant struggled, and the Washington, DC, public contribution over the next two or three years. affairs offer has also improved immensely, But a major element of Golin’s restructuring is joining the traditional powerhouse in LA to the elimination of the traditional practice areas, make significant contributions to the top and so that people are now organized into four key bottom lines. The firm has additional offices communities: strategists, a group that includes in Atlanta, Baltimore, Dallas, Miami, Orange “big-picture thinkers” and practice leaders; County, and Richmond. North of the border, the Idea Creators, a group that includes writers, firm has a small office in Toronto designers, producers, idea generators and content creators; engagement connectors, a INTERNATIONAL REACH group that includes traditional media and social media experts; and integration catalysts, whoFred Cook In Europe, GolinHarris is powered by its will serve as client relationship managers. impressive flagship UK operation, whichMOMENTUM again grew by double-digits in 2011 and TALENT This time last year, GolinHarris was just added capabilities through the Fuse digitalstarting the global rollout of its g4 agency acquisition. UK leadership duo Matt Neale and One of the challenges of a radicalrestructuring designed to significantly disrupt Jonathan Hughes have now been elevated organizational redesign is that it requires athe established order, and while it’s still in its into new international roles, with responsibility different range of talents, and so GH has beenearly days, the indications are that the transition for Asia-Pacific and Africa as well as EMEA, bringing in new people from a diverse range ofhas been well-received internally and externally. which grew by 30 percent last year and now backgrounds: Ian Campbell, former directorThe firm grew by about 15 percent last year, includes offices in Brussels, France, Germany, of digital creative for the NFL, as executiveincluding 10 percent organic growth, well Spain, Sweden, and an impressive new director of digital in the connector community;above the average of global agencies. There addition in Romania. In Asia, Golin doesn’t Bryan Snyder, former head of sales andwas new business from adidas, American have as many dots on the map as most of its e-commerce at Whirlpool, also in the connectorGreetings, Constellation, Florida Lottery, competitors, or as much critical mass. There community; strategist Mark Bonham, formerhansgrohe, Motel 6, Navistar, Teva are about 200 people spread across the managing director of InterneXperts and aPharmaceuticals, and more—many of whom Asia-Pacific, slightly more than half of them specialist in SEO; Peter Laurelli, formercited the new g4 model as a factor in their in the Greater China operation. In South East copywriter with Lowe Sweden, in the creativedecisions—and has significantly expanded Asia, a strong Singapore hub is supplemented community. The firm also promoted longtimerelationships with key clients such as Unilever by an Indonesian office and (new in 2011) a employee Gary Rudnick to president of the(new brands including Slim-Fast, Bertolli, Flora, Malaysian presence, and smaller, standalone Americas region, but the rest of the leadershipLipton), Infosys, Nestle (new brands from Hot offices in Japan and Australia, while other team—CEO Fred Cook, vice chairmanPockets to Nestle Crunch) and McDonald’s markets can be serviced through the Weber and consumer practice leader Ellen Ryan-(including a new assignment from the San Shandwick network. Mardiks, and of course chairman Al Golin—Francisco area co-op). remains unchanged. EXPERTISENATIONAL REACH CULTURE Looking at GolinHarris in terms of traditional The flagship Chicago headquarters is practice areas, it continues to be primarily Since the launch of g4, every employeeone of the most impressive public relations a consumer public relations firm—about is now a member of one of the firm’s fouroperations in the US, with a stellar consumer two-thirds of its revenues come from either communities—connectors, creators, catalysts,offer supplemented by strength in corporate consumer-focused work or consumer-facing and strategists—with a new title and a new(including a top employee communications companies—but with a robust and growing job description. Each community has its 48 www.holmesreport.com
  • 48. BREATHE SOME NEW LIFEINTO THE CONVERSATION.We’re in an era of engagement now. Everyone’s sharing their stories, and the strength of your ideas determinesif you’re part of the conversation. Across all media, around the globe, MSLGROUP sparks the discussion and managesthe dialogue. So your voice is heard. Talk to us. mslgroup.com. Boundless creativity. For the always-on conversation. Contact Renee Wilson at 646.500.7600.
  • 49. Agency Report Card 2012own intranet portal, for team-building and real-time marketing centers, part social media BRANDknowledge-sharing, and its own training monitoring station, part production studio. Theprogram. That’s a lot of change, and could Bright Collective is a co-creation platform that The launch of the new g4 positioningeasily have been disruptive, but 86 percent brings people from around the GH network generated a large amount of coverage in theof respondents to an internal survey say they together to come up with big, holistic brand trade press and beyond, including an in-depthbelieve GJH is headed in the right direction, ideas. analysis in The New York Times. It has been studied and written about by academics at The Plank Center for Leadership in Public Relations, the University of Georgia, and Johns Hopkins University. Industry observer ”THE LAUNCH OF THE NEW G4 POSI- Jerry Swerling, of USC’s Annenberg School, called it “the most imaginative, significant and TIONING GENERATED A LARGE AMOUNT potentially beneficial organizational changes OF COVERAGE IN THE TRADE PRESS the agency business has seen in 40-plus years.” All of that has helped Golin punch well AND BEYOND, INCLUDING AN IN-DEPTH above its weight in terms of the volume of ANALYSIS IN THE NEW YORK TIMES. coverage it is generating, and differentiate in a meaningful way from its larger competitors. THE FUTURE The bold new model is expected to helpand the firm came in second among large GolinHarris attract better people, win moreagencies in our Best Agencies to Work For PROGRAMS business, and produce even better work. Itresearch earlier this year. Sample comment: When the new g4 model is working properly, will also help the firm build a more diverse“The introduction of Agency for the Future is it should give GolinHarris a leg up when it business: Cook expects to see a shift ina game-changer, and I challenge anyone to comes to generating the kind of ideas that go revenues from consumer (now about two-say it won’t position us strongly for the future beyond traditional PR to serve as multichannel thirds of the total but expected to be aboutand differentiate us dramatically from the brand-building platforms. With some clients, half by 2015) to corporate and public affairs,competition.” that has already started to happen, so healthcare and tech; and from earned media when GH pitched Slim-Fast on the “Vow (currently about 75 percent) to a mix of ownedINTELLECTUAL to Wow” campaign, it became a catalyst and shared and—to a lesser extent—paidLEADERSHIP for an event in Times Square, an expanded media. If it can do all that—and the early social media presence, and sponsorship of signs are favorable—then Golin will have Golin’s new positioning required a thorough the Live with Kelly post-Oscar show. Other succeeded in disrupting the agency businessreview of all the firm’s products and offerings, highlights include the launch of the 2012 and catapulting itself into a more competitiveand a significant investment in new tools Toyota Camry, the introduction of weight- position, poised to take share from its largerand processes. The “brand story” strategic loss drug Qnexa for Vivus (with high-profile rivals.planning model mines the company for the coverage in Time magazine), a groundbreakingelements of a good story—setting, characters, partnership between Nestle and the Girlplot, dialogue, resolution—and seeks to imbue Scouts, a cause-related marketing campaignthem with inspiration to create a compelling for PetSmart Charities, and on the crisismaster narrative. Dialogue is a new media management front, widely-raised work withplanning process that ensures the brand story Mead Johnson after its Enfamil infant formulais optimized across earned, owned, paid and was linked to a child fatality.shared platforms. The Bridge (a SABRE andPR Week award winner) is a new network of 50 www.holmesreport.com
  • 50. see what you’re missingMISSING SOMETHING? ENGAGEMENT
  • 51. Agency Report Card 2012HILL & KNOWLTON in public affairs. The addition of a substantial EXPERTISE PSI team in DC helped, and 2011 also saw the appointment of new general managers The old H&K was best known for its work in each office. There is new leadership in in the corporate and public affairs arena, and southern California, too, overseeing a trio of many have assumed that Martin and Bartlett offices in Los Angeles, Irvine and San Diego. would continue to focus on those areas: both The other market in which the merged firm bring extensive political experience, and Martin’s has a clear leadership position is Texas, where “fifth seat” philosophy is based on the need H&K offices in Dallas and Houston and PSI’s for reputation counsel in the C-suite. Certainly, market leading operation in Austin provide a Hill+Knowlton Strategies will continue to expand formidable presence. Other US operations its capabilities in both areas (new leadership in include Chicago, Miami, San Francisco, Seattle, the corporate practice, and increased emphasis Spokane, Tallahassee and Tampa. North of the on crisis and issues management and internal border, meanwhile, H+K is the strongest of the communications), but Martin has been clear US multinationals—and our Canadian Agency that he sees opportunity in the consumer arena,Jack Martin of the Year—with Michael Coates leading a prioritizing an expansion of the firm’s digital and well-balanced business that includes offices in social media capabilities, and there have beenMOMENTUM moves designed to revitalize the healthcare and Calgary, Edmonton, Montreal, Ottawa, Quebec The merger of Hill & Knowlton and Public City, Regina, Toronto, Vancouver and Victoria. technology practices too. As far as industryStrategies at the beginning of 2011 to create sectors are concerned, H+K’s expertise iswhat is now Hill + Knowlton Strategies had broad, but there’s a focus on issues-rich INTERNATIONAL REACH areas such as energy, financial services, andan immediate payoff in terms of critical mass,giving the WPP-owned business a boost in Hill+Knowlton Strategies has 35 wholly- healthcare.both Washington, DC, and Texas—where PSI owned offices in the EMEA region, more thanhad the bulk of its operations—and to a lesser most of its competitors, supplemented by TALENTextent in New York. Underlying growth has more than 20 affiliates across the region. The operation is divided into multiple sub-regions, When the new regime took the helm, thebeen slower to materialize, although the firm each with capable leadership. Fee income challenge was threefold: to identify and nurturedid grow both top and bottom lines in 2011— in the region was up in the high single digits, the talent that existed within the existingthe first time in a while that has happened— which given that the firm could be considered H&K network; to buttress that talent with keyand is on track for a respectable single-digit over-exposed in some of the region’s additions from the Public Strategies operation;growth in 2012, with every region making a more troubled locations is an impressive and to bring in new talent to plug whatevercontribution. Among the more encouraging achievement. With a 28-year track record in gaps remained. The resulting leadershipmetrics: the firm’s top 50 clients grew by about the Asia-Pacific region and just under 500 team, led by Martin and US president and20 percent last year, and there have been some people across offices in nine countries, H+K is CEO Dan Bartlett, is a blend: H&K veteranssignature account wins, including assignments clearly one of the established market leaders. Chris Gidez, Josh Reynolds and Lindsayfrom Procter & Gamble, Ford, Amgen, The firm has five Greater China offices, with Hutter leading the crisis, tech and changeDolby and Emirates. 250 people on the mainland, providing a broad practices respectively; PSI’s Peter Zandan range of services that span practices and leading the research and insights function andNATIONAL REACH Cassandra Carr serving as vice chair of talent; industry sectors. There are about 40 people in Perhaps the number one priority for Martin in Singapore and Seoul and smaller operations and a slew of new hires: Andrew Bleekerand particularly his US president and CEO in Bangkok, Kuala Lumpur and Tokyo. The as head of digital, Ian Bailey and HowardDan Bartlett involved getting the firm’s two substantial Indian operations (formerly IPAN) Opinsky as general managers in New York andtraditional North American flagships, New York that became part of H+K two years ago, and Washington, Claire Koeneman as head of theand Washington, DC, firing on all cylinders. a strong Australian presence, now report US financial communications practice, GeorgeThe former historically has been a leader in separately into the AMEASCA region. Shelton as head of the corporate practice,corporate communications, the letter a pioneer Chris Preuss as global lead on WPP’s multi- 52 www.holmesreport.com
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  • 53. Agency Report Card 2012 Marley & Me, from supporting the US Marine Command to increase awareness of the PERHAPS THE NUMBER ONE PRIORITY Semper Fidelis All-American Bowl to helping the PGA of America grow the game of golf; FOR THE NEW LEADERSHIP TEAM HAS and in Canada from assisting Cliffs Natural INVOLVED GETTING THE FIRM’S TWO Resources with the controversial acquisition of iron mines in Quebec to ensuring a high-profile TRADITIONAL NORTH AMERICAN FLAG- presence for Dolby at the Toronto International SHIPS, NEW YORK AND WASHINGTON, Film Festival. DC, FIRING ON ALL CYLINDERS. BRANDagency Ford communications team. recently at H+K, Jack Martin has developed At the end of 2011, Hill & Knowlton became a philosophy that requires a “fifth seat” at the Hill+Knowlton Strategies, a change designedCULTURE table: “Each [of the above] is trusted to review to reflect a renewed emphasis on strategic their area of expertise, but none factor public communications advice and underscore the It has been a year of fairly radical change trust into their final analysis. We fill a Fifth firm’s commitment to research and insight.within the global and US operations: new Seat in your boardroom, helping transform Competitors largely responded with a shrug,global leadership (Martin), new US leadership your corporate reputation into competitive but the reality is that the most critical audience(Bartlett), and new local leadership (13 of 14 advantage.” That serves as a mission for this change is probably internal: it isoffices in the US have new general managers). statement for the firm to work with clients at a important that employees understand thatThere have been changes in the culture, too, more senior, more strategic, more value-added the firm is in the middle of a “reboot” and allperhaps most notably an emphasis on what and ultimately more financial rewarding level, that entails. As far as external audiences arethe senior team describes as “taking bigger all underpinned by an investment in research concerned, the firm’s increased visibility—athills,” which can be translated as pitching for and planning under vice chair of research industry events and conferences, in traditionalbigger business and winning more of it. That Peter Zandan and president of Research+Data and social media, and in thought leadershipsounds like a pretty common sense objective, Insights David Iannelli, who are responsible for activity—will be more important in deliveringbut it presents an executional challenge in a ensuring a more rigorous approach to account the message that real change is taking hold.culture suffering from a lack of self-confidence planning and evaluation, and for a series ofand an excess of complacency. Martin has thought leadership initiatives.paid visits to every office, many more than THE FUTUREonce, holding town hall meetings, explaining PROGRAMS The relatively dramatic changes at Hill +the firm’s mission and soliciting feedback, Knowlton Strategies since Jack Martin and hisand other internal communications channels Hill+Knowlton’s relationship with Ford is one team took the helm—from new leadership tohave been busier than they were. At the of its largest and most important, and it got a new services to new brand—have not beensame time, there’s an increased emphasis on lot of attention from the new leadership team, universally welcomed, but they were clearlytalent acquisition and retention, professional so it’s no surprise that the new H+K is going necessary. And while it is too early to statedevelopment, and diversity. some of its best work for the automaker: the definitively that H+K has turned the corner— launch of the company’s “car that cares” (it there have been false dawns in the recentINTELLECTUAL monitors the personal health of the driver) to past—there’s no question that it has added top social media and healthcare influencers, andLEADERSHIP quality talent, enhanced its capabilities in critical building on the brand’s successful appearance areas from research and insight to digital and When faced with significant strategic at the Consumer Electronics Show to position social media, and reenergized its approach todecisions, companies traditionally turn to four it as a technology leader. Other highlights range new business. A year of stability and growthadvisors: legal counsel, investment bankers, from fighting Medicaid cuts on behalf of the in 2012 and competitors may start to fearmanagement consultants and forensic Safety Net Hospital Alliance of Florida to Hill+Knowlton to an extent that has not beenaccountants. At Public Strategies and more hosting a puppy party for the DVD release of evident since the firm’s heyday. 54 www.holmesreport.com
  • 54. uOgilvy & Matheru Starting conversations since 1948.Influencing them since 1980. 788888888889 u u 988888888887 www.ogilvypr.com
  • 55. Agency Report Card 2012KETCHUM managed out of the headquarters operation, both of those practices remain key strengths, but the firm also has a significant presence in the former supplemented in recent years by a Washngton, DC, where it is as well known for first-rate sports and entertainment marketing its health-related work as it is for public affairs, group, subsidiaries focused on luxury goods and in San Francisco, traditionally the epicenter and word-of-mouth marketing, and of course of its formidable food and beverage business the emergence of a strong digital and social (and also home to Access Communications, media offer. But Ketchum has also been a subsidiary focused on the consumer tech expanding its corporate capabilities (from space). There are additional operations, many of reputation buidling with a new emphasis them supplemented by specialist subsidiaries, on corporate character to crisis and issues in Chicago (also home to the Zocalo word- management to employee communications of-mouth marketing operation), LA (Harrison under the Ketchum Pleon Change brand & Shriftman, focused on luxury, fashion and to a growing financial expertise) and has lifestyle brands), Atlanta, Dallas and Pittsburgh. real strength in healthcare (pharmaceutical The firm’s Canadian operation, meanwhile, marketing, health education, and a firmRay Kotcher continued to grow with new work from McCain specializing in clinical trial recruitment) and Canada, Novotel, and Canadian Fertilizer. technology.MOMENTUM Omnicom’s opacity notwithstanding, it is INTERNATIONAL REACH TALENTprobably safe to say that Ketchum was the topperformer among its big three public relations In Europe, Ketchum Pleon is almost certainly As the firm prepares to make the transitionbrands, with global growth in the high single the market leader in terms of headcount, from Ray Kotcher—global CEO for the pastdigits. Growth in the US was even stronger, and and has impressive reach, with 23 offices in 12 years—to Rob Flaherty, there’s everyamong the firm’s top 25 it was in double digits. nine countries and an additional 17 affiliates. reason to expect a smooth handover. For oneOne reason for Ketchum’s steady performance Germany is the biggest operation, but the thing Kotcher will likely stay on as chairman forin recent years is outstanding client loyalty: it firm is also a formidable force in the UK; in several years; for another, he and Flaherty havehas longstanding relationships with Roche (33 Spain, where Tony Noel and Teresa Garcia worked together for 23 years; and for another,years), FedEx (18 years), IBM (17), Procter Cisneros preside over a market leader; and the firm’s executive committee has an average& Gamble (13), Oracle (11) and Kodak (10) in Austria, where Pleon Publico is the clear tenure of more than 23 years, a stability fewand 34 of its top 50 clients expanded into new number one. The merger also makes the firm peers can match. Last year saw severalpractices or new markets in 2011. But the stronger in Brussels, France and Italy. Ketchum promotions, with Mindy Rubinstein movingfirm also enjoyed a strong new business year, continued its Asia-Pacific expansion in 2011, into a new role as chief communicationswinning highly competitive pitches for P&G’s adding new Indian acquisition Sampark into a officer and Nick Ragone taking the helmGillette brand, US Farmers & Ranchers network that had previously revolved around a in Washington. New additions to the seniorAlliance, Michelin and Sharp Electronics, strong Greater China operation (five offices are team in 2011 included several “boomerangs,”as well as notable new assignments from home to 130 people). Its decision to acquire including Jill Bratina Kermes, who rejoined asWeight Watchers, Fruit of the Loom, a majority in longtime affiliate Sampark gave it senior VP of corporate affairs in the DC officeKimberly-Clark’s family care brands, WW an immediate boost in India, and it has formed after working with former Florida governorGrainger, Visit Florida, the National Sleep strategic partnerships with Hakuhodo in Japan, Jeb Bush, and Courtney Perry, who rejoinedFoundation, and the Centers for Medicare and Prain in Korea to supplement a long-term from Citizen Paine as director of the New York& Medicaid Services. partnership with ICON in Australia in Singapore. brand marketing practice. Other new hires included Kim Essex, formerly of the National EXPERTISE Cattlemen’s Beef Association, who leads theNATIONAL REACH Midwest brand and food practices; Doug Ketchum has eight offices in the US. New Ketchum has historically been best known Petkus, named senior VP in the issues andYork is the largest, with significant consumer, for its work in the consumer space, and for crisis group; and Don Bartholomew as seniorhealthcare and corporate business being its sector expertise in food and beverage, and VP of digital and social media research. 56 www.holmesreport.com
  • 56. National multi-office multi-specialty firmsCULTURE which sets new standards for the evaluation with a campaign focused on the lead of public relations programming and seeks character’s trademark untucked shirt; reuniting Ketchum’s new “break through” brand to eliminate “advertising value equivalency” Ken and Barbie for longtime client Mattel;positioning emphasizes creativity, long as an acceptable metric—a continuation of encouraging consumers to go a day withoutconsidered a strength, and there has been Ketchum’s three-decade commitment to shoes for Toms Shoes; and helping the Anti-a lot of emphasis on what the firm is calling leadership in the measurement arena. Another Defamation League redefine its mission.“boundless creativity,” an approach that example is the Recommendation Indexencourages employees to break down developed by Zocalo, which benchmarksboth organizational and mental boundaries BRAND the way brands are being recommended byto come up with big ideas for clients. To consumers and other stakeholders. Other Long recognized for its commitment toaccomplish this, Ketchum has been investing thought leadership initiatives include the firm’s service, Ketchum continues to score highin a suite of creativity tools, including Passion Leadership Communications Monitor, which marks from clients, thanks in part to initiativesPanels (which allow account teams to tap tracks how business, political and religious like its “fearless listening” approach, whichinto employees around the world based on leaders are performing relative to public seeks continuous feedback and puts in placetheir hobbies and interests), Mindfire (an expectations (hint: not well). a structure to respond to it. Throw in all of the awards success, which contributes to a creative reputation second to none, and one of the industry’s most comprehensive corporate responsibility programs (providing the KETCHUM’S NEW ‘BREAK THROUGH; equivalent of $4 million in pro bono services BRAND POSITIONING EMPHASIZES last year, to global partner Room to Read and to the World Economic Forum, among others) CREATIVITY, LONG CONSIDERED A and it’s easy to see why Ketchum continues STRENGTH, AND THERE HAS BEEN A to punch above its weight in terms of both visibility and favorability. LOT OF EMPHASIS ON WHAT THE FIRM IS CALLING ‘BOUNDLESS CREATIVITY.’ THE FUTURE Almost every other major public relations firm has undergone a disruptive leadershipexternal crowdsourcing platform), and Ide8 PROGRAMS change over the past decade. It’s a tribute to(an online hub for brainstorming). The firm is Ketchum’s culture and its management thatalso committed to providing opportunities for Ketchum’s work with IBM, focusing on the firm has managed three CEO transitionsadvancement: Ketchum has one of the most the technology company’s 100th anniversary in about 25 years without any visible stress,complete professional development programs celebration, earned the firm Best in Show and there’s no reason to believe that thein the industry, and last year saw promotions honors at both the SABREs and the PR Week handover from Kotcher to Flaherty will changefor more than 275 employees, as well as Awards, confirming the firm as the most that pattern. The former leaves an operationopportunities for more than 30 to transfer awarded PR agency in the US in recent years. that is in pretty good shape—with a biggerbetween offices and/or practices. The firm picked up an additional six Gold global footprint and a more diverse service SABREs for a wide range of creative work. offer. That’s not to say that there won’t be Other highlights included working with former challenges for Flaherty and his executiveINTELLECTUAL NBA star and ESPN pundit Charles Barkley to committee, because the gap betweenLEADERSHIP publicize his weight loss on behalf of Weight Ketchum and its largest competitors has been David Rockland, managing director of Watchers (by putting him in a little black widening and its global network still has gaps.Ketchum’s global research and analytics dress that drove media coverage and socialfunction, was one of the principle architects conversation); launching Sony Playstation’sof the Barcelona Measurement Principles, Uncharted 3, venturing into fashion media www.holmesreport.com 57
  • 57. Agency Report Card 2012MSLGROUP event firm PBJS; and, added heft in Boston Studios’ video production skills. after acquiring Schwartz. The firm also has Unlike many of its peers, furthermore, the 250 employees throughout Latin America, firm also demonstrates an ability to handle with twin hubs in Brazil (Andreoli MSL) and assignments that extend beyond traditional PR Argentina (MSLGroup ranks among the top into such areas as brand strategy, marketing five in each market) and a 20-year track record consultancy and advertising. A growing area of coordinating campaigns in the region and a of expertise is corporate social responsibility, Canadian operation in Toronto. led out of Boston, but the firm has expanded its broader corporate practice too, with crisis, INTERNATIONAL REACH issues and change management work. The consolidation also means that MSLGroup MSLGroup has around 950 people across now has improved access to the financial 25 offices in Europe, generating fee income of communications expertise of Kekst—still the more than €150 million with particular strength market leader in M&A communications in North in France, Germany, UK and the Nordics. JKL is America. While MSL has never been particularlyRenee Wilson one of the biggest firms in the Nordics, focusing impressive in the public affairs realm, it now primarily on corporate communications and has improved access to specialist firm WinnerMOMENTUM public affairs, with offices in Sweden, Denmark, & Associates in addition to well-respected It has now been a couple of years since Finland, Norway and Brussels. In France, crisis and issues capabilities of The McGinnMSLGroup parent Publicis Groupe decided meanwhile, Publicis Consultants is a genuine Group. And the addition of Schwartz givesto combine all of its public relations holdings powerhouse, with a practice profile that covers MSL credible expertise in medical devices andunder a single brand. That decision, while financial PR, advertising, corporate identity and healthcare technology.significant globally, had relatively little impact on digital. MSLGroup now more than 600 people in the Asia-Pacific region, where it has acquiredthe US, where MSL already dominates as the TALENTgroup’s lead PR brand. 2011 saw continued aggressively in recent years, particularly in Indiaconsolidation of the firm’s progress since, with and China, were it can now lay genuine claim Agency veteran Jim Tsokanas has nowsingle-digit revenue improvement led by organic to being among the market leaders. There led MSLGroup’s Americas region since earlyand new business growth. The latter included are smaller offices in Hong Kong, Singapore, 2009, supported by a senior leadership team$35m in new assignments from General Tokyo, Taiwan and Korea. that includes chief talent officer Rita MasiniMotors, World Gold Council, Schott, and client engagement head KarlenneSiemens, P&G, GE and BP, among others. EXPERTISE Trimble. Key senior executives Bob BejanIn keeping with the firm’s clear global strategy, (from PBJS) and Renee Wilson were handed Like many New York-led firms, MSLGroup’s global roles earlier this year, becoming chiefthere was a major acquisition, of Boston tech strengths focus on healthcare, where it is client officer and chief development officer,firm Schwartz. And there was particular growth a top-five agency nationally, and consumer respectively. Other regional leaders includefrom MSLGroup’s Chicago, Washington DC, PR. In the latter category, the agency has Kyle Farnham, Neil Dhillon, Joel Curran,New York, Atlanta and Detroit offices. particular strength (over $20 million in Gayla Brock-Woodland, Steve Bryant and revenues) in food and nutrition and in beauty, Paulo Andreoli. Other key senior leadersREGIONAL REACH exemplified by a long-standing relationship include Schwartz MSL executives Bryan MSLGroup has around 900 employees with P&G. The firm has launched specialty Scanlon, Merrill Freund, Dave Close andin 10 cities in North America. The New York beauty practice Bespoke, and dedicated Meghan Gross; Ian Saunders and Jennyoperation is the strongest, with more than units that focus on music, events and cause Pigott from PBJS; and business development$100 million in revenues between the MS&L marketing. Digital capabilities are housed director Mike Russell. One notable exit wasand Kekst and Company offices; but the firm within its Social Hive practice, which combines Jeanine O’Kane who had rebuilt the firm’salso has a substantial presence in Atlanta consulting, creativity and technology, and healthcare practice over the past 18 months,and California (offices in Los Angeles and San there is considerable amount of creative ability, while consumer practice leader Michael SullivanFrancisco); reasonable scale in Seattle via from PBJS’ experiential offering, to MSL sadly passed away. 58 www.holmesreport.com
  • 58. Are you ready to market in the moment?ww.golinharis.com Welcome to The BridgeTM – a global network of holistic engagement centers designed to help you convert real-time marketing opportunities into results. More than a simple social media listening outpost, the Bridge brings together mainstream media and digital marketing specialists in a fast-paced environment to spot opportunities, create content and engage influencers to share your stories in the moments that matter most. Call us or visit our website to learn more. 2012 Silver SABRE PR Service of the Year 2012 PRWeek PR Innovation of the Year www.golinharris.com
  • 59. Agency Report Card 2012CULTURE There is no denying that MS&L’s typicallyAmerican personality is a world away from IN AMERICA, THE FIRM HAS SIGNIFICANTPublicis Consultants’ Gallic sensibility, butthere seems to be enough distance between POTENTIAL FOR ORGANIC GROWTH,New York and Paris to ensure that MSLGroup GIVEN THAT RELATIVELY FEW OF ITS EU-Americas can remain relatively unfettered bythe structural changes that have unfolded at ROPEAN CLIENTS ARE TRULY GLOBALgroup level. One thing that the US operation, IN NATURE. THE INTEGRATION OPPOR-sensibly, is adopting with gusto is MSLGroup’snew global focus on insight, foresight, TUNITY WITH ITS SISTER ADVERTISINGinfluence and digital. There are, furthermore, a FIRMS IS ALSO LIKELY TO INCREASE.number of internal development programs thatMSLGroup has unveiled to hone its top talent,including the Boundless Awards, the MichaelSullivan Creative Leadership Award, the PROGRAMS THE FUTURESuper Geek Academy, and a strong internship There has been no shortage of eye-catching MSLGroup has some fairly lofty targets,programme. However, much attention has work from MSLGroup over the past 12 that include doubling its size and winningfocused on a class-action sex discrimination months. For UL, the firm enlisted the Muppets the biggest assignments. While these willlawsuit being brought by former healthcare to promote the benefits of safety. It also helped not necessarily be easily achieved, they areexecutives Monique da Silva Moore and PayPal reinvent its shopping experience, not totally unrealistic. In America, the firmMaryellen O’Donohue. developed a national programme that brought has significant potential for organic growth, Larry the Cable Guy together with OTC drug given that relatively few of its European clientsINTELLECTUAL Prilosec. Perhaps its highest-profile campaign, are truly global in nature. The integrationLEADERSHIP however, was the award-winning Amstel opportunity with its sister advertising firms is Light effort, which successfully leveraged also likely to increase. And there is certainly no MSLGroup has focused considerable the Boston Bruins Stanley Cup win to create harm in having a decidedly acquisitive parent,investment on what it calls “innovation and genuine national buzz. particularly as Latin American markets grow intransformation”, which include numerous stature and importance.efforts to change how it does business inline with the evolution of communications BRANDand engagement. These include a new client At times it has seemed that MSLGroup’sengagement model; considerable thought American presence is stuck between a rockleadership into the areas of cause marketing and a hard place: neither the expansionaryand CSR via its new PurPle practice; the force that defines its French headquarters, norPeople’s Lab crowdsourcing platform; a new the classic PR powerhouse that characterisedglobal crisis network; the Social Hive digital the US operation. That hybridity may yetmedia offering; and the expansion of its work to its benefit as it attempts to navigatecontent creation capabilities across digital, a course through a fragmenting mediamobile, video and experiential. The firm also landscape, and builds out its network beyondruns a number of initiatives designed to help North America. The firm’s profile has growndevelop a stronger creative product, including over the past couple of years and, like manybrand review and consumer engagement of its peers, it is attempting to carve out aprocess Brand Camp; and Ideahaus, an distinctive positioning that focuses squarely onideation platfom that attempts to ground content, digital media and social responsibility.creativity in core strategic business needs. 60 www.holmesreport.com
  • 60. Powerful ideas that drive momentum.Slide over to CarmichaelLynchSpong.com
  • 61. Agency Report Card 2012MWW GROUP largest PR market, with strong capabilities in digital and social media expertise. And last year corporate and financial and consumer and saw the launch of a new energy, sustainability digital. Its offices in Washington, DC—where and clean tech practice. the firm has expanded its government relations capabilities in recent years—and the New TALENT Jersey state capital of Trenton, meanwhile, provide a firm foundation for a national public One of the most satisfying aspects of the affairs practice. There are additional offices MBO was the wholehearted enthusiasm it in Chicago (where MWW has a branded generated among MWW staffers, reflected presence and its Financial Relations Board in the fact that the majority of the leadership IR capability), Dallas, Los Angeles, and San team from before the IPG acquisition remains Francisco—enough to make the firm a genuine with the firm today: people like consumer national agency, even if the bulk of its strength practice leader Alissa Bate, executive VP of is concentrated on the eastern seaboard. public affairs William Murray, and corporate practice leader Carreen Winters have beenMichael Kempner with Kempner through good times and more INTERNATIONAL REACH challenging ones, and have been joined inMOMENTUM While it was a part of Interpublic, MWW recent years with head of technology and The year after buying back its independence had access to international markets through digital content Ephraim Cohen, director of— after 10 years as part of the Interpublic its sister agencies GolinHarris and Weber digital and creative series Jared HendlerGroup — MWW demonstrated that it is well- Shandwick. Chief executive Michael (both Edelman veterans), New York generalequipped to thrive without holding company Kempner stated his desire for MWW offices manager David Herrick (formerly of Kaplow),ownership. The firm grew by around 11 in key international markets—particularly Chicago GM John Digles, LA market leaderpercent—considerably better than its average London—on more than one occasion, but the JP Schuerman, and Eric Villines, who leadsgrowth under IPG—and ended the year with investment never came about. Now that MWW the San Francisco and Seattle operations. Afee income of $38.6 million, enough to rank is independent, it is clearly a priority and some critical addition in 2011 was Doug O’Reilly,among the top six independents in the US sort of UK presence, either by acquisition or who joined as VP and director of insights.and the top 40 PR firms in the world. There startup, should be expected within the next fewwas new business in the consumer realm months. CULTUREfrom Atkins Nutritionals, Frontier Airlines, When Kempner led the MBO that saw MWWSubaru, and Zumba Fitness, and elsewhere EXPERTISEfrom AARP Foundation, Coinstar, Sylvan regain its independence, he cited the cultureLearning Centers, Walgreens and Virgin MWW was initially best known for its work as a major factor: “Most of these people wereAmerica. They joins a roster that includes in the corporate and financial space (with with me before we sold and they hungered tolong-term relationships with the likes of 1800 particular expertise in bankruptcy and crisis, get back to the exceedingly entrepreneurialFlowers, Bowling Proprietors’ Association and supplemented in recent years by the culture we had back then, to the MWW wayof America, Gold’s Gym, McDonald’s, Financial Relations Board, a longtime leader of doing things…. It’s very different to sit downNikon, Pitney Bowes, Samsung, Sara Lee in providing strategic IR advice to midcap and discuss growth plans and strategy withand Vimeo. companies) and in public affairs (first in New fellow owners, to pay people and reward them Jersey and more recently in the nation’s as owners, to work with them as owners.” capital). But MWW has evolved to become a But the hyper-entrepreneurialism that MWWNATIONAL REACH genuinely full-service firm, first by building its grew up with has been mellowed by some MWW’s East Rutherford headquarters, a consumer practice (the firm is a past winner more progressive initiatives in recent years. Forstone’s throw from the Meadowlands and of our Consumer Agency of the Year award example, the firm’s CommunityWorks initiative20 minutes or so from midtown Manhattan, and has real strength in food, consumer tech, enables employees to support local charitiescombines with a now formidable New York automotive, travel and more) and then by and other causes by taking advantage of eightoffice to give it a solid presence in the nation’s developing its healthcare capabilities and its hours of paid time to volunteer. And the MWW 62 www.holmesreport.com
  • 62. National multi-office multi-specialty firmsGreen initiative, launched in 2008, ensures that PROGRAMS Agency of the Year nod from this publication).environmental responsibility is incorporated The firm built on that momentum in theinto all aspects of business (MWW became MWW’s recent work for JetBlue— latter part of the year with the launch of itsonly the second PR firm in the country to gain supporting the airline’s “Flight Plan for “Matter More” positioning, which combinesISO 14001 certification). The result is a culture the Future,” preserving its relationship a distinctive approach to public relationsthat has generated high scores in recent Best with pilots—has won numerous awards, with an emphasis on the client service ethosAgencies to Work For surveys. including a SABRE in the employee that MWW has always maintained. And the firm remains highly visible in the social media realm, thanks to Kempner’s own candid and opinionated blogging and a strong corporate voice. BUT MWW HAS EVOLVED TO BECOME A GENUINELY FULL-SERVICE FIRM, THE FUTURE FIRST BY BUILDING ITS CONSUMER A little more than 12 months after buying PRACTICE AND THEN BY DEVELOPING itself back from IPG, MWW appears to be back on track. Robust double-digit growth, ITS HEALTHCARE CAPABILITIES AND some impressive new business successes, ITS DIGITAL AND SOCIAL MEDIA a stable management team, and award- winning work all suggest that Kempner and EXPERTISE his management team kept their eye on the ball though what must have been difficult negotiations, and that the firm is more than capable of thriving as an independent. But if MWW wants to compete with larger agencies for major clients—and Kempner is communications category and Silver Anvils nothing if not a competitor—it will need toINTELLECTUAL in the crisis communications and internal develop some sort of strategy for deliveringLEADERSHIP communications categories. But the firm has international markets. also earned recent recognition for its media MWW marked its first year of independence relations and thought leadership efforts onfrom Interpublic with the publication of a behalf of Deloitte Touche Tomatsu; and for its“manifesto” it calls Matter More, urging its consumer work for Sara Lee’s Jimmy Deanclients to adopt an approach to public relations brand (repositioning the popular sausagesthat is centered around the idea of “relevance,” as a breakfast brand) and Nikon (breakingto “Matter More to your employees. Matter through the noise at SXSW with greatMore to your customers. Matter More to your creativity).key stakeholders. And most importantly, MatterMore than your competition.” That approachis underpinned by a proprietary methodology BRANDits calls NetRelevance, designed to measure The management buyout at the beginningimpact, rather than just input, to understand of 2011 generated a ton of coverage forhow content and individuals drive the dialogue MWW and presented its leadership withthat ultimately contributes to purchase, an opportunity to talk about the firm’srecommendation, or engagement. distinctive culture and philosophy. And it was undoubtedly a factor in what was a pretty good year awards-wise (including a Midsize www.holmesreport.com 63
  • 63. Agency Report Card 2012OGILVY PR WORLDWIDE NATIONAL REACH cementing its position as one of the top two firms in the space. The firm also launched New York, under the leadership of Kate Social@Ogilvy, a global practice connecting Cronin, continues to impress, particularly in the all of Ogilvy & Mather’s social media experts, consumer and healthcare categories, as well as led by Ogilvy PR’s former 360 Degree Digital social media. Washington, under Rob Mathias, Influence team. The firm has also expanded was one of the top performers in 2011, picking its content creation capabilities. That expertise up a host of government business to bolster crosses all of Ogilvy’s traditional practices, its social marketing credentials and earning including consumer and healthcare—where our Public Affairs Agency of the Year trophy the firm has always been a leader—and for its much-improved government affairs corporate and technology (which benefited in work. Chicago has doubled in size over the 2011 from an increased focus on clean tech). past three years under Nathan Friedman, Finally, Ogilvy is playing increasingly well with its and the California operations (San Francisco, various namesake agencies, not only in digital Sacramento, Los Angeles) led by Michael Law and social, but in a wide range of disciplines:Christopher Graves enjoyed very healthy growth last year. The firm the firm is playing a lead role in the OgilvyEarth also has offices in Atlanta, Boston and Denver, sustainability practice; the OgilvyCulture cross-MOMENTUM but nothing north of the border. cultural marketing capability; and the new Ogilvy outperformed its WPP sister agencies OgilvyEngage social marketing offer.(by quite some distance) and most of its INTERNATIONAL REACHpublicly-traded rivals in 2011, with fees up by TALENT Given the Ogilvy is by far the largest publicbetter than 15 percent globally, to just shy of relations operation in the Asia-Pacific region, The transition from Marcia Silverman to new$280 million. Growth in North America—which it is increasingly difficult for the firm to match global chief executive Christopher Gravescontributes just less than 50 percent of the its smaller competitors in terms of percentage appears to have gone smoothly, with most offirm’s revenues—was slightly better than that, growth. But with fees up by about 10 percent the firm’s practice and office leadership stillcontinuing the trend of recent years, which in 2011, it probably added as much new in place, and so last year saw an emphasishas seen Ogilvy catching up to some of its business in dollar terms as any of those on bringing in new talent in key strategiclarger rivals. Client retention remains a point reporting higher growth numbers. The firm has roles. The firm added Mitch Markson fromof pride: among the firm’s top 20 clients, the close to 500 people in Greater China, a market Edelman as president of its global consumerCenters for Disease Control & Prevention leading operation (under multiple brands) in marketing practice and chief creative officer,dates back to the 00s, and the American Australia and there are smaller operations purpose branding; Betsy Stark as managingChemistry Council, BP, Ford, IBM, Merck, in Japan, Korea, and Indonesia. There’s no director, content and media strategy; fromthe National Institutes of Health, Novartis, doubt that Ogilvy’s PR operations in Europe ABC News; Alan Kercinik as executive vicePfizer and Unilever date back to the 00s. have struggled, certainly to match the firm’s president in its strategy+planning group, fromBut there was plenty of new business too, preeminence in Asia. But new chief executive Weber Shandwick; Jennifer Risi as executiveincluding work for Diageo, California Health Stuart Smith can point to double-digit growth vice president, media influence, also fromExchange, Apollo Group, Gap, Ethiad in 2011, regional fees that could hit $40 Weber Shandwick; Porter Novelli veteranAirways., UPS, Intercontinental Hotels, million with another good year, a string of new Peter Hirsch as executive vice president andand Gap. There were multimillion dollar social business successes as proof that things are director of reputation risk; and Judy Brennan,marketing assignments from the National beginning to turn around. executive vice president and Midwest directorHeart Lung & Blood Institute (the HeartTruth and We Can campaigns) and the Health of financial and reputation risk, from Ketchum.Resources & Services Administration, and EXPERTISEnew social media opportunities with clients In the year it was named Digital Agency CULTUREsuch as Coca-Cola’s Fanta, Nestle, IBM, of the Year by this publication, Ogilvy saw its Ogilvy has really stepped up its in-houseBritish Airways and American Express. digital revenues soar by another 40 percent, training in recent years, largely to ensure that 64 www.holmesreport.com
  • 64. National multi-office multi-specialty firmspeople at all levels stay ahead of the digital attention to content creation, with a new Social been extended with a live event in Newcurve. A new online training portal provides all Content Studio focused on coming up the right York, bringing together leading journalists.employees with access to digital and social tools to tell engaging brand stories. In addition, CEO Chris Graves served astraining efforts, while the firm expanded its six a judge at the 2011 Cannes Festival ofsigma-style “belt” program for digital expertise, PROGRAMS Creativity, co-authored two books on countrywith 82 percent of its employees worldwide branding for McKinsey & Co., and publishedhaving achieved the “white belt” level. The firm Historically best known for its consumer- a research series on behavior changehas also made a particular effort to provide related work, Ogilvy has been picking up a with Georgetown University. And the firminitiatives that resonate with its “millennial” host of crisis communications awards for its continued to serve as lead sponsor for theemployees, from a Bring Your Parents To Work work on behalf of the Mexican government, the 2nd World Non-Profit and Social Marketing Conference, reaffirming its leadership in that space. THE FUTURE IN THE YEAR IT WAS NAMED DIGITAL Ogilvy celebrated the 100th anniversary AGENCY OF THE YEAR BY THIS PUBLI- of the birth of David Ogilvy in style in 2011, CATION, OGILVY SAW ITS DIGITAL REVE- and goes into 2012 with the words of the agency’s founder ringing in their heads: NUES SOAR BY ANOTHER 40 PERCENT, “Change is our lifeblood, stagnation our CEMENTING ITS POSITION AS ONE OF death knell.” Under Chris Graves, Ogilvy THE TOP TWO FIRMS IN THE SPACE. has been placing more emphasis than ever on innovation, with the result that the PR operation is taking the lead in a number of Ogilvy-wide initiatives, focused on areasDay to the creation of OgilvyConnect, a pro restoring the trust of travelers following reports ranging from social media to sustainabilitybono consultancy for US charities. Continuing of violence. And the firm’s digital and social to OgilvyEngage, which applies techniquesthe philanthropic theme, employees worked media engagement on behalf of BP in the from neuroscience and behavioral economicstogether to provide more than $1 million in wake of the Gulf oil spill has been just as high- to the firm’s longstanding social marketingcash and pro bono services to a wide range of profile. Other interesting work ranged from capabilities. There seems little doubt thatcauses. educating young women about the importance the firm has more respect within the Ogilvy of folates during pregnancy on behalf of Bayer & Mather family; it now needs to translate to working with LG and Glee star Jane Lynch that into real competitive advantage in theINTELLECTUAL on a “Text Ed” initiative to discuss how teens marketplace.LEADERSHIP are using texts, from marketing support for Ogilvy is continuing to invest in its Unilever’s Slim-Fast to helping the InlandFusion methodology, which starts with an Revenue Service meet its target for e-filing ofunderstanding of a company or brand’s tax returns.“business ambition,” translating insightsfrom the firm’s strategy+planning group into BRANDclear objectives, and proceeds through anunderstanding of the customer experience and The firm’s new Media Influenceany barriers to engagement, the creation of a MediaXchange hub features leadersclear architecture, and a creative solution to a from around the firm’s global networkreport card focused on effectiveness. And like discussing the latest issues and trends inmany firms, Ogilvy has been paying renewed communications. Videos are posted to the firm’s website, and the effort has recently www.holmesreport.com 65
  • 65. Agency Report Card 2012PORTER NOVELLI Atlanta, and smaller offices in Austin, Boston, secured new accounts from Room Key and Ft. Lauderdale, and Seattle, and north of the Black Rapid Partners. Both of these wins border in Montreal and Toronto. PN also has an were helped by the firm’s insights and analytics extensive Latin American network. capabilities; it can credibly be regarded as a pioneer in this space, and is now attempting INTERNATIONAL REACH to leverage this heritage to help it capitalise on the shift towards data- and digital-centric In Europe, Porter-Novelli’s largest presence communication. Porter’s public affairs practice, is in the UK, where the firm has stabilized and led by Kiki McLean in Washington DC, also grown over the past couple of years under performed strongly over the past 12 months, CEO Sally Ward, who presides over around thanks in part to its expertise in healthcare 100 people. Other wholly-owned offices are regulatory issues. Porter also offers one of the Brussels, where a team of 30 has historically top two or three social marketing practices in focused on Belgian business but has the country, serving an impressive portfolio of developing EU and public affairs capabilities; public sector clients. Digital and social mediaMichael Ramah the Netherlands; Portugal; and Spain. Of the expertise is now integrated into campaigns network offices, the most impressive include across all practice areas.MOMENTUM Farner Porter Novelli, the market leader in After a succession of false dawns, Porter- Switzerland. Through a mix of wholly-owned TALENTNovelli parted ways with its leadership operations, strategic alliances and affiliates,triumvirate of Gary Stockman (CEO), Anthony Porter Novelli offers reasonable coverage of The departures of Stockman, Viceroy andViceroy (CFO), and Julie Winskie (president) the Asia-Pacific region. India is arguably the Winskie mean that Porter-Novelli is currentlyin 2012, and is currently searching for new strongest part of the Porter Novelli network led on an interim basis by Michael Ramah,leadership. The upheaval occurred after the in the region, with the PRactice Porter Novelli a respected 25-year Porter veteran whofirm lost one of its key accounts - Gillette - at focused primarily on technology business. In heads the firm’s planning unit. Supportingthe start of this year. Set against that reverse, China, Porter Novelli’s partnership with local Ramah is a 12-strong executive committeethe firm has continued to showcase a marketing communications giant Shunya that includes proven market leaders suchreasonableability to net new global accounts International is now in its fifth year, and the as Kiki McLean (Washington, DC), Brad- notably LG Mobile, SanDisk, Glenfiddich firm has operations in Taiwan and Hong Kong. MacAfee (Atlanta), Sally Ward (London), andand Hitachi GST. In Japan, Focused Porter Novelli has 20 staff; Rich Cline (San Francisco) and a respected in Korea, Korcom Porter Novelli has 20. In recruit from sister agency Fleishman-Hillard the southern Asia operation, there’s a team of in Karen van Bergen (New York). The firmREGIONAL REACH 14 in Singapore, mostly focused on serving has also added former GolinHarris CEO Porter Novelli’s flagship New York office regional business, 55 people split between Rich Jernstedt as a senior counselor in itsis a longtime leader in both consumer and three offices in Australia, and another 25 in Chicago office. Other key hires over the pasthealthcare communications. The Washington New Zealand. 12 months included Joe Shantz as SVP ofoffice—where Porter Novelli was founded—is digital analytics in New York; Sean Smithhome to a substantial social marketing and EXPERTISE as SVP of global crisis communications;public sector capability, a growing public and Darlan Monterisi to head its key HPaffairs practice and a major hub for the firm’s Porter-Novelli’s three core areas of strength account. Michael Goldberg also arrivedcreative work. The Chicago office has grown in are healthcare, technology and brand as global CMO before departing within sixstature in recent years, and the firm maintains marketing. Of these, it is the latter two that months; other notable exits included contenta comprehensive presence in California, with appeared to perform strongest in 2011 and head Nick Charles and Washington DC EVPoffices in Irvine, Los Angeles, San Diego 2012, judging by the firm’s new business Debra Cabral.and San Francisco, offering technology, life record. In particular, Porter-Novelli was namedsciences and public affairs expertise. There global agency-of-record for LG Mobile and USis an increasingly important presence in AOR for SanDisk. On the consumer side, Porter 66 www.holmesreport.com
  • 66. Burson-Marsteller North America 14 offices 11 affiliate officesSERVING CLIENT NEEDS FROM SEA TO SHINING SEAWhether a client is launching an IPO in New York, needing public affairs counsel in Washington, marketinga new consumer brand in Chicago or looking for a Silicon Valley influencer program, Burson-Marsteller’s14 offices and 11 affiliate offices across the United States and Canada have the experienced professionalson the ground that produce solid results time and time again.www.Burson-Marsteller.com @B_M facebook.com/BursonMarsteller
  • 67. Agency Report Card 2012 a possible merger with an Omnicom stablemate - can only make sense. PORTER-NOVELLI’S THREE CORE THE FUTURE AREAS OF STRENGTH ARE HEALTH- Porter-Novelli’s midsize status should CARE, TECHNOLOGY AND BRAND make it more nimble than its peers. Others MARKETING. OF THESE, IT IS THE might say that it is stuck in the classic midsize quandary: too big to innovate, and LATTER TWO THAT APPEARED TO too small to see the benefits of scale. Given PERFORM STRONGEST IN 2011 AND the profound ways in which technology 2012, JUDGING BY THE FIRM’S NEW is affecting business models, though, this argument may yet prove moot. What cannot BUSINESS RECORD. be disputed is that Porter-Novelli is the smallest of Omnicom’s global networks and also appears to be growing at a slowerCULTURE analyzes social media conversations rate. The firm has demonstrated that it can according to audience group, rather than capably compete for both national and The firm’s Porter Novelli University program topic. global assignments; continued new businessremains one of the strongest professional strength, and the successful hire of a strongdevelopment platforms in the PR industry.The agency also collaborates with parent PROGRAMS CEO, will help convince the doubters of its long-term viability.company Omnicom’s training program at Porter-Novelli picked up a Diamond SABREprivate business school Babson. Globally, award in measurement and evaluation forthe firm continues to train its people in its its Centers for Medicare and Medicaidproprietary Compass planning methodology, Services campaign in conjunction with PRIMEwhich has been rebuilt and renamed as Research. The firm also won a Gold SABREEngagement Planning. And, Porter Novelli in the Government Agencies category foralso operates one of the best diversity “The Green Build Takes Flight at San Diegoprograms in the industry, winning Best PR International Airport,” on behalf of the SanFirm Community Initiative from the Council of Diego Regional Airport Authority.PR Firms’ Diversity Distinction in PR Awards. BRANDINTELLECTUAL Porter-Novelli relaunched its brand inLEADERSHIP 2010, giving the agency an opportunity to Porter-Novelli’s insight-generation process redefine its vision and goals and perhapsPNPoint forms a key part of its engagement jettison some of the baggage of recent years.planning platform, by attempting to “marry The rebranding attempted to make theimmersion with the rigour of data.” Indeed, agency more client-centric and creative, andthe firm’s analytics operation, led by Israel was accompanied by a major internal globalMirsky, must count as one of the industry’s conference, bringing together 176 Porterstrongest, and includes a partnership with staffers from 36 countries. These changesPrime Research. Over the past 12 months bode well; Porter-Novelli remains one of thethe firm rolled out two new tools: Radar, more low-profile firms, and any attemptswhich provides round-the-clock monitoring to distinguish itself from its peers - and putof key issues, and TrendingTarget, which to rest persistent speculation regarding 68 www.holmesreport.com
  • 68. Agency Report Card 2012RUDER FINN Harrison in Washington, DC, and more clients include Citi, McKinsey, Visa, Bloomberg recently Rogers & Associates in Los Angeles), and the Swiss Private Bankers Association, a it continued to driver the vast majority of its strong roster that deserves a higher profile than revenues from its New York headquarters. it has; consumer connections, with upscale While it still has a small hub in Washington clients such as Chanel, Emirates, Hermes, and an RFI Studios operation in California, and Cartier and a strong automotive portfolio; the restructuring last year saw the bulk of its and technology and innovation, working with operations outside New York become part of the likes of Microsoft, Motorola and Bosch. the new Finn Partners business—although the Working across all four practices, the firm’s RFI close relationship between the firms means Studios digital and creative offer may not have that Ruder Finn will still have access to those the profile or the critical mass of some of its markets as needed. larger competitors, but it does have a team of 50 around the world providing a wide range of INTERNATIONAL REACH content and social media support for almost all of its major clients.Kathy Bloomgarden In Asia, Ruder Finn outstripped most of the other multinational agencies in 2011,MOMENTUM TALENT with growth of around 40 percent, including Ruder Finn ended 2011 with fee income the acquisition of luxury marketing specialist Obviously, the Finn spinoff thinned theabout $15 million below 2010 levels, but that Thunder. The bulk of the firm’s Asia business management ranks considerably, but theloss is entirely attributable to the spinoff of is in China, where there are about 225 remaining team has a wealth of experience:Finn Partners, announced at the start of the people in Beijing, Shanghai and Guangzhou in addition to chief executive Kathyyear and completed a few weeks before the offices. The only other branded operations Bloomgarden, there’s chief innovation officerend. Since the new firm boasts fee income of are in Singapore, where a much smaller team Michael Schubert (a 28-year veteran), chiefmore than $20 million, it’s clear that underlying focuses primarily on the consumer space, and global strategist Louise Harris , chief digitalgrowth within the remaining business was in India—a new addition to the network last officer Scott Schneider, global head ofpretty healthy. There was new business from year. In other markets, Ruder Finn continues corporate and public trust Rachel SpelmanAbbott, Roche and Genentech, Warner to rely on a network of independent affiliates and global head of health and wellness SusanBros., WeightWatchers, Avon, Bosch, and a new partnership with Japan’s Kyodo Goldstein (each of them with at least a dozenJohnson & Johnson, and ESPN. There Public Relations. In Europe, Ruder Finn’s UK years of experience at the firm). Heatherhas long been a suspicion that Ruder Finn is operations appear to have turned a corner Gartman was a key addition last year, joiningover-dependent on its Novartis relationship, following the recruitment of a new leadership as executive vice president in the healthcarea dependence only deepened by the spinoff. team and the pursuit of a diversification practice and head of the Washington, DC,But while Novartis is obviously a key client, all strategy that has seen the firm expand beyond operation.of Ruder Finn’s top 10—a list that includes Citi, its core healthcare business. A small BaselPepsico, Bristol-Myers Squibb, L’Oreal, office serves as a hub for some healthcare CULTUREVolkswagen, Pfizer, AstraZeneca and business, most notably flagship client Novartis.more—contribute at least $1 million and in Both Peter Finn and Kathy Bloomgarden have spent a lot of time since they partedsome cases substantially more. EXPERTISE company talking about culture as a priority. Several years ago, Ruder Finn restructured Bloomgarden has been putting a lot ofNATIONAL REACH its global business to focus on four broad emphasis on what she calls “intrapreneurship,” Ruder Finn spent the best part of two practice areas: health and wellness, which a topic she addressed while leading a paneldecades expanding its US footprints, with accounts for about half of the firm’s North discussion at the World Economic Forumsuccess that could best be described as American revenues and draws on the firm’s in Davos. The firm’s efforts in that directionmixed. Despite high-profile acquisitions rich heritage working with giant pharmaceutical start with of the industry’s longest-running(environmental public affairs firm E Bruce companies; corporate and public trust, where internship programs (included in the Princeton 70 www.holmesreport.com
  • 69. National multi-office multi-specialty firmsReview’s list of the top 109 internships in the included everything from new Facebook when the firm was criticized by activistcountry), which has graduated more than 50 apps to a company song, complete with a groups for its decision to represent the newexecutives who are currently part of the Ruder lavish video production featuring employees government of the Maldives)—and socialFinn staff. The firm has also established strong from around the world, or social cause responsibility, working with the World Healthmentorship and reverse mentorship programs. marketing for the MAC AD Fund, or blogger Organization, UNICEF and Bill & Melinda engagement for Warner Bros., or social Gates Foundation.INTELLECTUAL gaming for ESPN, or brand community building for Mountain Dew. Other highlights THE FUTURELEADERSHIP include the firm’s continuing support for The Finn Partners divestiture provided Liz Claiborne’s groundbreaking cause- The hope is that last year’s divestitureBloomgarden and her remaining leadership related marketing efforts, combating will be good for both firms, leaving theteam with an opportunity to review Ruder domestic violence; promoting the FT/Citi two principals free to pursue their ownFinn’s strategy, and while the underlying Ingenuity Awards, recognizing innovators quite different visions. Bloomgarden seespractice area structure remains intact, there transforming cities around the world; Ruder Finn evolving into a truly globalis a new approach that seeks to combine promoting the “performance with purpose” business—there’s a good balance betweenwhat the firm sees as core strengths—global initiative at Pepsico, including its recycling the US business and its growing Asianinfluence and digital integration—with a focus “dream machine”; and supporting executive operation—with dual headquarters in Newon what it calls “transformational moments” leadership positioning at Novartis. York and Beijing, differentiated by its creative(changes in its clients’ business or their edge and its strategic thinking. It’s in thatexternal environment) and a renewed emphasis latter area that Ruder Finn needs to work BRANDon creativity to deliver high-impact campaigns. hard to convince the marketplace that it hasBeyond that, one notable specific thought Bloomgarden acknowledges that one something different to offer.leadership initiative is the firm’s partnership priority for the year ahead involves tellingwith innovation guru and his Institute for Large- the Ruder Finn story more effectively:Scale Innovation. its strengths in several key areas—from CULTURALLY, KATHY BLOOMGARDEN HAS BEEN PUTTING A LOT OF EMPHASIS ON WHAT SHE CALLS ”INTRAPRENEUR- SHIP, A TOPIC SHE ADDRESSED WHILE ” LEADING A PANEL DISCUSSION AT THE WORLD ECONOMIC FORUM IN DAVOS.PROGRAMS corporate reputation and employee communications to digital—are still Not surprisingly, some of the most underappreciated. The firm maintains ainnovative and creative work at Ruder Finn strong commitment to ethics—it was oneis coming out of the digital team, like a of the first giant multinationals to appoint200th anniversary campaign for Citi that a chief ethics officer (which came in handy www.holmesreport.com 71
  • 70. Agency Report Card 2012WAGGENER EDSTROM has also established itself as a market leader in strengths that have broad application beyond other technology centers such as Silicon Valley the tech sector: first, its digital and social media and Austin, and has a growing East Coast capabilities, including its StudioD suite, which presence through its office in Boston, New rank among the best in the business; and York (where Wagg Ed also owns consumer second, a focus on innovation that began with specialist Maloney & Fox) and Washington, DC, its tech work but clearly has application across the home of a small but focused public affairs a broad portfolio of businesses. That has practice. The firm serves Latin America through helped the firm build a significant healthcare a partnership with JeffreyGroup and Canada capability, but it has also been doing more through an alliance with Apex Public Relations. work in the consumer space (its Maloney & Fox subsidiary provides specialist expertise INTERNATIONAL REACH in integrated consumer marketing) and it has built a solid corporate communications and The firm has expanded its EMEA footprint public affairs practice, with particular strength in significantly in recent years, now running corporate responsibility and “social innovation.”Melissa Waggener branded offices in the UK, Germany France and South Africa. It shuttered its BrusselsMOMENTUM TALENT office, but supplements its network with a The third largest independent in the US growing roster of WE Global Alliance partners, President and chief executive Melissamarket, Waggener Edstrom has 800 employees and last year saw significant revenue growth in Waggener continues to provide inspirationalaround the world, and global fee income of the region, as new GM Chris Talago’s strategy leadership to the firm she founded, supported$115 million—up by about 3.5 percent last year of revenue diversification began to bear fruit, by a veteran leadership team that includesand good enough to rank among the top 20 particularly evident in the healthcare and CSR executive vice president and chief of staff Juliepublic relations firms in the world. A little more practices. In Asia, it has been expanding at Allport (who has spent more than 25 yearsthan $100 million of that revenue continues an impressive pace since its acquisition of at Wagg Ed), executive vice president andto derive from the North American business. Shout—a 20-person Hong Kong-based tech head of the firm’s Microsoft business DawnThe firm retained 90 percent of its clients specialist—in 2005. Today, Waggener Edstrom Beauparlant (about a decade with the firm),last year and 75 percent of those clients— has three equally strong practice areas—tech, chief operations officer Michael Bigelow (20including HTC, Abbott Laboratories, consumer and corporate—all supported by years with the firm), executive VP of worldwideShire, Bill & Melinda Gates Foundation, digital capabilities that are at least the equal of account services and talent JenniferWick Hill, Complete Genomics, Hitachi any of the giant full-service networks. There has Granston Foster (12 years), and president ofData Systems, GlaxoSmithKline, Texas been significant geographic expansion too, via global regions Claire Lematta (25 years). TheInstruments, T-Mobile and Microsoft—have equity stakes in Australia’s Buchan Consulting most significant change of recent months wasbeen with Wagg Ed for two years or more. That and Korea’s Shout Communications, and new the promotion of Jenny Moede to presidentnumber is even more impressive when you offices in New Delhi and Bangalore, adding for North America. Cheri Winterberg, mostrealize that the firm picked up more than 80 to the existing lineup of Hong Kong, Beijing, recently head of her own consulting practice,new clients last year, including Make-A-Wish Shanghai, Singapore and Mumbai joined as vice president of the WE technologyFoundation and UNICEF. practice and general manager of the firm’s EXPERTISE Austin office.NATIONAL REACH While technology continues to account CULTURE Waggener Edstrom remains the dominant for the lion’s share of Waggener Edstrom’spublic relations agency in the Pacific Northwest, business around the world, it has been Voted Best Large Agency to Work Forwith its Seattle and Portland, Ore., offices the emphasizing its diversification for several by its employees once again, WE “puts itslargest in that part of the country by some years now—it describes itself variously as a employees first,” says one respondent tomargin, serving as the hub for many of the “multiservice” or “integrated” communications our survey. “Management and colleaguesfirm’s largest technology accounts. But the firm agency—primarily by focusing on two obvious always have each other’s backs, no matter 72 www.holmesreport.com
  • 71. uestion everything.Are your advisors power brokers from CNN, the Post, the Hill, State and the White House? Do youhave D.C.’s brightest young talent working toward your goals? Are you getting the integratedcommunications your business demands? Find nswers with Qorvis. qorvis.com
  • 72. Agency Report Card 2012what the circumstances are.” The formula through digital media channels. The results BRANDsuccess includes a well-rounded approach showcase how influence flows in digitalto talent acquisition (including heavy social channels throughout the movement of the In an attempt to expand its reputationmedia usage); a paid internship program; campaign and arms marketers with actionable outside the technology sphere where it maderobust benefits (a 401k with employer match, information that shows what influencers push its name, Waggener Edstrom has beenreimbursement for mobile and internet positive brand perception most effectively. emphasizing its ability to give innovation—in a wide range of sectors—a voice. In recent years it has conducted original research in that space, and its senior leadership has been visible at a variety of industry events. For WHILE TECHNOLOGY CONTINUES TO example, founder Melissa Waggener recently spoke at TED University about the confluence ACCOUNT FOR THE LION’S SHARE OF of storytelling and increasing the impact of WAGGENER EDSTROM’S BUSINESS innovations. AROUND THE WORLD, IT HAS BEEN THE FUTURE EMPHASIZING ITS DIVERSIFICATION FOR There’s nothing wrong with being the SEVERAL YEARS NOW, FOCUSING ITS world’s number one technology public DIGITAL AND SOCIAL MEDIA CAPABILITIES relations firm, a position that Waggener Edstrom has been able to claim as its own for AND A FOCUS ON INNOVATION. more than a decade. That’s a platform from which Wagg Ed could become a genuinely disruptive force, one capable of competing with the giant full-service multinationals inusage, AAA membership, even pet and PROGRAMS market segments beyond technology. But thenanny services); a professional development Predictably, much of Wagg Ed’s most firm’s progress on that front has been slowprogram that includes more than 250 trainings interesting work has come in the digital and steady rather than spectacular, despite(employees completed 9,000 hours last and social media realm. The firm helped its leadership in the digital and social mediayear); a commitment to diversity including Microsoft increase its social impact on a space. If it does want to join the top tier ofsupport for the Lagrant Foundation; and a variety of metrics through its annual science global PR agencies, it needs to find a way tocorporate citizenship program that encourages and technology student competition, Imagine leverage it strengths in new areas.employees to donate 16 hours volunteer timea year and gives back 1 percent of fee income Cup, a fully integrated, global, cross-channelto in pro bono work and donations. campaign that included broadcast, social, traditional and celebrity storytelling. It also handled the Internet Explorer 9 launchINTELLECTUAL campaign, working to turn critics intoLEADERSHIP advocates. It redesigned the website for the Continuing its thought leadership in the SasquatchMusic Festival, which resulteddigital and social media realm, Waggener in 20,000 downloaded songs the first dayEdstrom introduced Ripple Effect, which and earned the Web Marketing Association’shelps fine-tune communications strategies by “Best Music Website” WebAward and sixshowing which top influencers had the biggest, W3 Awards. And it designed and developedmost positive and longest lasting impact the Hot Spots mobile app, which enabledon a specific campaign and demonstrating attendees to see a real-time heat map ofhow key influencers amplify their messages SxSW’s most-attended events. 74 www.holmesreport.com
  • 73. #winning in the courtof #public opiniondemands truths welltold to compel heartsand minds to act@DaviesPA We are at the point when we will never have less information, never be less connected, and never be less transparent than we are today - changing everything. Winning today is tied directly to our ability to engage others meaningfully, and do so while everyone watches. We move people from being victims or spectators to being advocates and customers by changing the dynamic; overcoming significant challenges, and creating opportunities. If you are ready to win, we’re standing by at DaviesPublicAffairs.com. Davies Public Affairs Agency of the Year Best Agency to Work For (2004-2011) Best Public Affairs Campaign, Reed Awards
  • 74. Agency Report Card 2012WEBER SHANDWICK major offices, with the New York headquarters increasingly take the lead) but in healthcare leading the way, thanks to a banner year (where the firm is developing iPad apps for the corporate communications and and other tools to tell complex medical healthcare practices and continuing strength technology stories in a compelling visual in the consumer arena. Weber Shandwick is way); in corporate communications (with a a formidable player in Washington (where its particular focus on executive visibility and own public affairs operation is supplemented stakeholder engagement); and public affairs by Powell Tate), in Los Angeles (where (mobilizing advocates in support of health its operations include entertainment PR education campaigns and policy debates). powerhouse Rogers & Cowan), and in Chicago That’s helping Weber Shandwick hold on to and Minneapolis (strong in consumer and its strong leadership position in all of those financial services respectively). But some of the areas. In the meantime, the firm is developing strongest growth last year came in Dallas, in new capabilities in areas such as multicultural Boston, and in the firm’s Canadian operations. marketing (through its Axis unit).Andy Polansky INTERNATIONAL REACH TALENTMOMENTUM In the context of a European economy that With a strong stable leadership team in place For four years now, Weber Shandwick continues to struggle, Weber Shandwick’s under global chief executive Harris Diamond,has been consistently outperforming its peer healthy double-digit growth over the past 12 chairman Jack Leslie and president Andygroup of publicly-trade multinationals, a trend months (a little over 11 percent, to be precise) Polansky, much of the new talent acquisitionthat continued in 2011, during which its 13 is particularly impressive. Weber Shandwick has been focused on bringing in new skills inpercent growth compared extremely favorably has 40 owned offices in 26 EMEA markets, key areas such as strategic planning, digital andwith the low single digit increased recorded supplemented by affiliates and partners in 36 creative. There were several key hires designedby Omnicom and WPP’s PR holdings. There additional markets, and while the UK offices to strengthen Weber Shandwick’s ability towere several big wins, including work from continue to account for 40 percent of the firm’s deliver against its evolving engagement model,Unilever’s Degree, Simple skincare, EMEA region revenues there has been good with new talent in planning and analytics (Herband Clear scalp and hair therapy brands; growth on the continent too. Weber Shandwick Sawyer from Fleishman-Hillard and AllysonPepsi and Mountain Dew; Radio Shack; now has a team of about 800 spread across Hugley from MSLGroup); creative (Josh RoseRoche (for its global CNS franchise); Land o Asia-Pacific. About a third of its revenues in from Deutsch, Jim Paul from Leo Burnett);Lakes; Michigan Economic Development the region derive from its China operations, digital (Patrick Chaupham from PerformixCorporation; Citrix; and the Tokyo 2020 where the firm has 250 people; followed by Technologies, Chris Vary from ChannelNet,Olympic bid and the Ekaterinburg 2020 Singapore and Japan (which each contributes Collin Moffett from Virillion), and strategyWorld Expo. Throw in organic growth a little under 20 percent); and Hong Kong (Josh Gilbert from Westhill Partners). The firmfrom major clients such as Mars, AB (about 13 percent) and Australia (including a also added Bradford Williams from Verisign toInBev, Samsung, Lilly, Bank of America, new Melbourne office). But the top performer its tech practice; Joe Farren from WaggenerExxonMobil, Johnson & Johnson, and in 2011 was the fledgling Korean office, which Edstrom in public affairs; and Mary JaneGeneral Motors, and the bottom line is that picked up our local Consultancy of the Year Walker from Hill & Knowlton in healthcare.Weber Shandwick consolidated its position honors.as one of the world’s two largest and best- CULTUREperforming public relations agencies. EXPERTISE Weber Shandwick continues to score high The past 12 months have seen an increased marks in our Best Agencies to Work For survey,NATIONAL REACH emphasis on digital and social media and standing out in part because of the confidence Under the leadership of North American content creation in a wide range of formats, employees have in top management, and haspresident Cathy Calhoun, Weber Shandwick not just in the consumer realm (where the been recognized as a top workplace in localcontinued to deliver strong growth in all of its synergies are obvious and digital ideas markets such as Dallas and Minneapolis— 76 www.holmesreport.com
  • 75. National multi-office multi-specialty firms headline grabbers, attention getters, sales drivers, reputation guarders, brand builders— always.” Manifestos tend to challenge the WITH A STRONG STABLE LEADERSHIP establish order, so it’s more common to see something like this from a challenger TEAM IN PLACE, MUCH OF THE NEW TAL- than a market leader. But it’s clear that ENT ACQUISITION HAS BEEN FOCUSED Weber Shandwick sees an opportunity in the changes that are disrupting media and ON BRINGING IN NEW SKILLS IN KEY communications to shakeup the status quo AREAS SUCH AS STRATEGIC PLANNING, in terms of marketing and communications DIGITAL AND CREATIVE. priorities, and the firm wants to be at the forefront of that revolution.although it might be most proud of being PROGRAMS THE FUTUREnamed one of the top four employers for Weber Shandwick’s work with client It seems as though being one of thesocial media professionals by Mashable. General Motors earned the team a biggest and best public relations firms inThere has been significant investment in Diamond SABRE Award for excellence in the world is not going to be enough tointernal community building over the past corporate reputation management (building satisfy Harris Diamond and his leadershipyear, with a new internal social network, on a Gold SABRE last year), one of five team at Weber Shandwick. The strategiesmywebershandwick, designed to encourage trophies the firm picked up for its campaign and services that have been a focus forcollaboration and the sharing of best practices work at this year’s ceremony: the others investment over the past couple of years arearound the globe. included kudos for an carbon footprint clearly designed to help the firm take market reduction initiative on behalf of American share not only from other PR agencies,INTELLECTUAL Airlines and a crisis management effort for but from competitors in advertising, digitalLEADERSHIP Yum! Brands’ Taco Bell, which turned a and even management consulting. There lawsuit into an opportunity to tell a positive are areas in which PR firms—even Weber Weber Shandwick has been refining its story about the quality of its ingredients. Shandwick—still look under-resourced instrategic approach in recent years, most On the content creation front, the firm has comparison to their competitors in thoserecently with a heavy focus on engagement. been producing films for Unilever’s Degree businesses, but if anyone can break through,The firm’s new “engagement continuum,” and it’s Adrenalist website, spotlighting IPG’s flagship PR agency would be one ofdeveloped in partnership with research the brand’s support of extreme sports, and two or three favorites to be on.subsidiary KRC, helps clients progress froman informative approach through influence managing social media outreach for theand involvement to incitement—which mean US Army’s Army Strong campaign. It hasspurring brand advocacy and purchase. also been handling social listening aroundAnother new development—the enterprise breakfast trends on behalf of its longtime gotbrand engagement model—helps companies milk? client.articulate a unified “brand idea” at theenterprise level and springs out of one of the BRANDfirm’s more interesting pieces of research, A new brand positioning—“engaging,examining the relationship between corporate always”—was accompanied by a colorfulbrands and their individual product and service and creative new ad campaign and, lessbrands. Another research initiative focused predictably, by a manifesto, which states:on “socializing” brands and culminated in “we are provocative, original, surprising—a Harvard Business Review article by chief always. We are conversation starters,knowledge officer Leslie Gaines-Ross. www.holmesreport.com 77
  • 76. Agency Report Card 2012 THE ABERNATHY NORTH AMERICA: SMALL & MID-SIZE FIRMSSPECIALISTS, BOUTIQUES, select peer group of US firms offering high- MACGREGOR GROUP value advisory services is the strength of its international capabilities. Over the past decade Corporate and investor communications or so, the firm has invested considerable time with crisis, litigation, and M&A capabilities and energy in building out AMO, a network and financial services expertise it founded along with sister firms Maitland NEW YORK H SAN FRANCISCO H LOS ANGELES, in the UK and Euro RSCG C&O in France, SEATTLE H HOUSTON Belgium and Dubai and leading independents Hering Schuppener (Germany) and Llorente & ABERNATHY MacGregor does everything Cuenca (Spain). The network has expanded to a high-end strategic corporate and financial include firms in Switzerland, the Netherlands public relations specialist is supposed to do. It and Sweden, and more recently Porda has one of the biggest and best mergers and Havas in Hong Kong and China, and now acquisitions practices in North America, having brings together more than 500 professionals worked on four of the 10 largest deals of who work seamlessly across borders on last year (including UPS’s acquisition of TNT multimarket M&A, investor relations and Express, Duke Energy merger with Progres- corporate communications issues. sive Energy, Medco Health Solutions sale Other high-profile work included Hewlett- to Express Scripts). It remains a leader in the Packard’s acquisition of Autonomy and (admittedly soft) initial public offerings space, Chrysler Group’s sale to Fiat, and an working with The Carlyle Group, Dunkin’ assignment from Sprint to oppose the Brands and Zynga. It has formidable litigation proposed AT&T and T-Mobile transaction capabilities, advising Sterling Equities through a campaign including public relations, (owners of the New York Mets) on charges grassroots and lobbying efforts, which helped leveled by the Madoff case trustee, Hewlett- to persuade the DOJ and FCC to voice Packard on a handful of critical issues, and their opposition to the transaction. There the Ultimate Fighting Championship in its were new ongoing corporate and financial litigation against the State of New York. And communications assignments from established it is involved in some of the most high-profile clients such as HP, TIAA-Cref, PepsiCo, shareholder activism battles, working with Walmart, PG&E, Yahoo!, UPS and Sprint, HP on an ultimately peaceful resolution to its as well as new business from Bausch & dispute with Relational Investors, and CVR Lomb, Carlyle Group, Deutsche Borse, Energy in its ongoing defense against Carl Thomson Reuters, UniCredit Group and Icahn’s hostile tender offer and proxy fight for Zynga. seats on the company’s board. “Plenty of communications firms will take the It also features the depth of management time to understand your business,” says John and counseling expertise one would expect Taylor of Sprint. “Abernathy MacGregor does from a firm involved in so many high-stakes that, of course, but they dive deeper. They take issues. Longtime AMG execs Chuck Burgess the time to understand your culture. That’s a and Winnie Lerner—both have more than much more difficult challenge and essential 15 years of experience at the firm—stepped to building a productive working relationship up to new leadership roles at the end of 2010, between a communications consultant and the following the departure of Adam Miller, and client. Because our consultants at Abernathy serve as co-presidents alongside chairman very quickly learned how our team at Sprint and chief executive James Abernathy, one makes decisions, shares information, and how of the giants of the business. Chief operating we see ourselves in the marketplace, they officer Lex Suvanto and vice chairmen Ian were able to provide better strategic counsel to Campbell and James MacGregor provide our business than most of the firms working in a wealth of experience, and there are 10 financial communications.”—PH managing directors with practice area and industry sector expertise, including newly- ACCESS promoted Mary Beth Grover, a former Forbes reporter. COMMUNICATIONS One highlight of the past 12 months saw the Consumer technology specialist expansion of the San Francisco office, under SAN FRANCISCO H NEW YORK the leadership of managing director David Schneiderman, with the relocation of MD FOUR years after its acquisition by Omnicom- John Franklin and the addition of Kelly Sims, owned global public relations giant Ketchum, who joined from IBM. 20 year-old Access Communications maintains But what really sets AMG apart from the a strong, independent, entrepreneurial culture 78 www.holmesreport.com
  • 77. Specialists, boutiques, small & mid-size firmsunder the leadership of founder, president and Advocom Group toward the end of 2011, example of this trend - launched in 2002, itchief executive Susan Butenhoff (named bringing together expertise in government af- has now evolved into a firm that integrates PRa partner of the parent company this year), fairs, executive positioning and capital markets with social media and marketing. Like manyand continues to thrive under its own brand, communications to create a specialist in what boutiques, Affect clients tend to receive morewhich has become a byword for creativity and he calls Advocacy³, or “advocacy to the power senior-level involvement, as part of a clientstrategic thinking in the consumer technology of three.” Advocom will devise advocacy strat- service commitment that the agency countsspace—although the firm has expanded its egies that help their companies grow, forge as the core of its offering. Affect employees,client portfolio to include companies from the stronger links with the financial community, and moreover, are happy to call themselvesconsumer products, telecommunications, influence public policy. “technology geeks”, reflecting the firm’s techgaming and e-commerce clients sectors, and The firm already has clients in the sector strength, and its technical acumenmuch of its growth in recent years has come healthcare, food safety, manufacturing, for the oft-bewildering range of acronyms,as a result of its early adoption of and thought technology, telecommunications and financial software, networks gadgets and gigabytes thatleadership in social media. sectors, and is providing a range of services drive the industry. In addition to Butenhoff, who founded that includes media relations, message Affect was founded by agency presidentAccess 20 years ago and has more than 25 development and media training, crisis Sandra Fathi, who remains day-to-day leadyears of industry experience, the leadership communications, social media strategies and on operations and client counsel. While VPteam includes seven senior vice presidents: content generation, private capital and capital and partner Leslie Campisi has departedMatt Afflixio, a 17-year Access veteran who markets advisory services, and lobbying and Affect, the firm hired five new team membersleads the Intuit business; Jennifer Sims government relations. last year, iillustrating another year of excellentFellner, a 19-year veteran who heads the Bailey—whose DC experience also growth at the firm. Increasingly, Affect’s clientsfirm’s corporate group; Tuesday Uhland, includes leading government affairs for 3M—is engage the firm for a broad range of PR andan 11-year veteran who leads the PayPal partnering with Dewey Square and Ryan social media services - helping grow businessaccount; Michael Young, who leads the McGinn veteran AJ Donelson, and the two by 25 percent. Affect added nine new clients,technology and business-to-business practice; have surrounded themselves with a team including Cyrus Innovation, MetricStream,consumer PR leader Cori Barrett, another that includes financial communications expert Microdesk, Sophos, ConEdison and11-year veteran; Brian Regan, who helms the Christa Carey Dunn, formerly of Perkins Valliance, who join a roster that featuresNew York office; and Lindsay Scalisi, who Fund Marketing; Randi Kahn, a media Absolute Software, Kony Solutions,has 12 years with Access under her belt. relations specialist who previously worked at Caron Treatment Centers, Luxoft, Omni The firm recorded $20 million in fee income Amplify Public Affairs and GolinHarris; Jeff Hotels, Radware, and Regus. There wasfor the first time in 2010, and enjoyed another Kimball, former communications staff person also increased business from several existinggood year in 2011, with new business for Senators Rockefeller and Biden; Ken clients, taking the firm’s fee income to the $3mfrom LegalZoom, Neustar, Brocade Levinson, a senior public affairs executive range.Communications, Foundation Capital whose past experience includes roles at “Our competitive advantage comes fromand Taleo, while continuing to work with KLC Strategies and AstraZeneca; Holly being on the cutting edge of new technologiescompanies such as 2K Games/2K Sports, Page, former executive vice president of the and methods, and Affect does the same inBeefeater Gin, California Closets, CA Democratic Leadership Council; and Carolyn their industry,” says Microdesk marketingTechnologies, Irrational Games, Intuit, Tieger, former head of Porter Novelli’s director Laura Guzman. “They have theKaiser Permanenta, LeapFrog, PayPaul, Washington office. expertise and track record we need to helpPolycom, QuickBooks, Safeway, Toshiba Internationally, Advocom Group’s work in us expand our company’s presence andand Trend Micro. Interesting assignments China and Brussels is led by Weber Shandwick penetrate new markets.”included a campaign designed to position veteran John Russell, founder of North Head, Key campaigns included Sophos’ NakedIntuit as a leader in innovation to the launch which focuses on public affairs and corporate Security Blog’s ‘Open Letter to Facebook’,of Safeway’s Open Nature line to corporate communications services in Brussels and which focused on safety and privacy; and,communications for credit scoring company Beijing and is part of the Advocom Global Net- Dealnews.com’s Black Friday programme.FICO. work; and Robert Magyar, who has agency Affect works with independent agency Access supports a number of clients in their experience in China and Japan.—PH network Global Reach to serve its clients’global PR efforts, serving as PayPal’s global international needs.—ASagency of record. Additionally, as a subsidiary AFFECTof Ketchum, Access can draw on international AIRFOIL PUBLICnetwork of 50 offices and numerous other Technology and B2B RELATIONSaffiliates.—PH NEW YORK Technology boutique THE dramatic developments in digital media DETROIT H SILICON VALLEYADVOCOM GROUP have meant that the traditional “pure” publicPublic affairs relations model, focusing solely on earned TRADITIONALLY, the best technology publicWASHINGTON, DC media, has come under increasing pressure. relations firms have been headquartered on Many firms have changed their service offering the coasts, but over the past few years someLANE Bailey, former president of public affairs in recognition of this shift; while new firms of the best and the brightest have emergedat GolinHarris and prior to that chief of staff have spied the opportunity to bring more in the middle of the country, markets such asfor Senator John D. Rockefeller IV, launched relevant models to market. Affect is a good Chicago, Denver, and even Detroit, where Air- www.holmesreport.com 79
  • 78. Agency Report Card 2012foil has its headquarters and from where it has to date. Other highlights included President the key business journalists who are havingbuilt an $8 million business, enough to rank Obama’s visit to LinkedIn headquarters the greatest impact on brand reputation; andamong the top five technology PR specialists and engaged media nationwide to drive Voicestudio, designed to secure brand visibilityin the country. awareness of LinkedIn’s strategic focus on on the global speakers circuit and through Airfoil has traditionally been structured innovative products. Julie Inouye, corporate customized events.around three broad technology areas— communications, product PR lead at LinkedIn, Last year, Allison rethought its companybusiness-to-business, business-to- consumer praises the firm’s “media savvy, go get ‘em positioning, around of a positioning thatand automotive—with additional competencies attitude and just awesome execution.” focuses on ‘communications reimagined’.in digital and social media, public affairs and Airfoil regularly manages international com- Informing the positioning were the findingsstrategic research. In 2011, Airfoil reorganized munications programs from its Silicon Valley of Allison’s first C-suite survey, which lookedits practice area leadership around a portfolio and Midwest offices and has created exclusive at how creativity is being leveraged to drivestructure to provide clients greater access to partnerships with agencies in the EMEA and everything from globalization to bottom-linestrategic counsel. The knowledge centers of APAC regions. One of Tyler’s priorities will be growth. In addition, Allison launched a beautythe traditional practice areas remain, but are additional international expansion.—PH practice group and a Nuestra Voc hispanicnow maintained through virtual teams who marketing unit.collaborate across similarly oriented accounts. ALLISON AND Allison also took the opportunity to revampIt is also in the process of restructuring and its leadership structure, in recognition of PARTNERSformalizing its social offer into five distinct and impressive, continued growth. Many of itsdiscrete products: influencer identification, Multispecialist with strong cause senior leaders took on new roles, includingsocial strategy, content marketing, brand marketing capability co-founder Scott Allison who becamecommunities and social analytics. SAN FRANCISCO H ATLANTA H LOS ANGELES H chairman and CEO. The firm’s four partners The firm also restructured its management NEW YORK H PHOENIX H SAN DIEGO H SEATTLE - Brian Feldman, Jonathan Heit, Annelast year. Co-founder Janet Tyler has been H WASHINGTON, D.C. Colaiacovo and Phil Carpenter - becamenamed co-CEO (alongside partner Lisa Vallee- senior partners, while three executives wereSmith) and is now responsible for the agency’s CANADIAN-BASED marketing communica- promoted to partner level: Cathy Planchard ininternational business strategy and the tions holding company MDC Partners has Phoenix, corporate MD Matthey Della Croceexpansion of its services portfolio. At the same been making a big play in the public relations in New York, and Larry Krutchik. There weretime, there have been several appointments sector, which chief executive Miles Nadal also several senior hires, including Weberdesigned to reward longtime senior employees likes for its entrepreneurialism, innovation and Shandwick veteran Billee Howard as creativeand position the firm for future growth, with leadership role in digital and social media, and development officer and managing director ofLeah Haran named senior vice president, so far it has shown good judgment. In 2010, it the Brand Innovation Group; Greg Dunn andclient services; Sharon Neumann, senior vice acquired Allison & Partners, a midsize agency Mary Shaugnessy to head Chicago; Carlospresident, finance and administration; Aaron with a national presence, having expanded de Leon as consumer SVP; and ReneePetras, director, strategy and organizational beyond its San Francisco roots via a mix of Rossi, Judy Huang and Mat Averitt as VPs.development; and Kevin Sangsland, vice acquisitions (The Montgomery Group, Smith Allison saw fee income rise by about 25president, sales and marketing. PR) and organic growth (offices in New York, percent in 2011, reaching almost $20m, The firm remains committed to its San Diego, Phoenix, Washington, D.C., At- thanks in part to major new accounts from“Higher Thinking” strategy, which begins lanta, Seattle and - new this year - Chicago) to TiVo, National Restaurant Association andwith an investment in people supported a point where it can deliver geographic reach Dreamworks Animation. Other key winsby a commitment to process and a focus and multiple specialist services without the included ConAgra, Dropbox, ING Direct,on performance. It’s an approach that has bureaucracy (or overhead) of larger agencies. B&G Foods, Mozilla and THQ while thehelped the firm attract major clients such as Over its first decade, Allison & Partners firm continues its work with Best WesterneBay, Microsoft, NVIDIA, and Parrot, with focused in five major practice areas: consumer International, California Tobacco Control,high-end gift retailer Brookstone and social (with a strong focus on the hospitality sector); GE Healthcare, Hard Rock Hotel & Casino,business network LinkedIn joining the roster corporate (a robust offering that provides Hasbro, Healthcare Leadership Council,last year and helping to drive close to 20 financial, executive and crisis communications Johnny Rockets, PhRMA, Progressivepercent growth. support to clients in financial and professional Casualty Insurance, Samsung and The Other notable accomplishments last year services, energy, and manufacturing sectors); Vitamin Shoppe.included cementing the firm’s status as a technology; healthcare and public affairs. It The firm’s Mozilla win resulted in its mostleader in the fast-moving mobile space. Airfoil also developed a reputation for its work in high-profile campaign of the past 12 months,handled communications for the mobile social impact marketing on behalf of a number launching the organisation’s Firefox 4 internetapplications and related products that can be of high-profile nonprofits, and partnering browser, through a four-week four-city mediaproduced on the LinkedIn platform; launched with LA Sparks to host its first annual cause tour that resulted in 71m downloads in thethe new Zik from Paris-based electronics marketing conference. The firm also operates first 24 hours of launch. Other campaigninnovator Parrot at the Consumer Electronics a Brand Innovation Group that includes three highlights included the Samsung ChromebookStore; helped NVIDIA showcase its products component parts: Trendstudio, which provides Series 5 international launch, which resultedat the North American International Auto Show proprietary analysis of the core trends that in considerable critical acclaim. Meanwhile,and beyond; and supported the Windows impact brand innovation and leverages them to the firm’s work for the Musical InstrumentPhone 7 “Mango” update, Microsoft’s most inform brand storytelling; Mediastudio, which Museum leveraged a partnership with Elvisambitious offering for the smartphone category engages what Allison calls Uber-Advocates, Presley Enterprises and featured an Elvis80 www.holmesreport.com
  • 79. BRAZIL IS OUR BUSINESS. FSB is the right partner to help you navigate through the complex waters of the Brazilian market. Founded in 1980, the agency is present in Brazil’s four main business hubs – Rio de Janeiro, São Paulo, Brasília and Belo Horizonte – with a team of over 500 professionals. And our client list includes some of the largest local and multinational corporations. If Brazil is your next move, give us a call.AGENCY OF THE YEAR thAGENCY OFIN LATIN AMERICA THE WORLD FIRST PRIZE IN THE PR LIONS CATEGORY DISCOVER WHAT THE RIGHT COMMUNICATION CAN DO FOR YOUR COMPANY. Crisis Management | Investor Relations | Internal Communication | Community Relations | Media Relations | Digital Communication | Communication with the Government | Design & Content | Research/Polling | Public Sector Communication | Marketing Events and Actions Rio de Janeiro • São Paulo • Brasília • Belo Horizonte (+55 21) 3206.5050 www.fsb.com.br
  • 80. Agency Report Card 2012impersonator and the rock star’s last guitar - 2012. The firm also added Lisa Gerber, a huge asset to any firm wanting to increasedriving attendance and sales. former marketing manager at Schweitzer their profile, visibility and generate more leads “Creativity and innovation are critical Mountain Resort and CEO of Big Leap that turn into revenue.”strategic imperatives that drive us in all we Creative, as chief content officer. Interesting assignments in 2011 includeddo,” said Anne Globe head of worldwide On the international front, the firm has work with Rapid Ratings, an independentmarketing at DreamWorks Animation. “Our partnered with Canadian social media special- ratings agency that sought to differentiateteam at Allison is driven by the same factors, ist Thornley Fallis.—PH itself by hijacking news stories to providewhich makes our collaboration with them in the timely commentary on topical issues such ascommunications realm all the more impactful.” ARTICULATE ratings reform, the downgrade of commodities Allison & Partners works on several global and derivatives broker MF Global, and the COMMUNICATIONSaccounts, including Best Western, Neopost outlook for operational risks and bankruptcies.and Mozilla, leveraging partner agencies in key Technology PR specialist with financial For Cycle Computing, meanwhile, the firmmarkets (primarily Latin America, Europe and services expertise secured coverage in Ars Technica, Busi-Asia-Pacific), and opened an office in London NEW YORK nessWeek, CIO, Forbes, GigaOm, Networkearly in 2011.—AS World and Wired in addition to key trades such FORMER Associated Press editor and technol- as Bio-IT World, HPC in the Cloud, Scientific ogy public relations veteran Laura Grimmer Computing, positioning the company as aARMENT DIETRICH launched her own firm in year 2002, having pioneer in personalized medicine.—PHMarketing public relations with social previously served as general manager of themedia expertise New York office of FitzGerald Communications. ATOMICCHICAGO She stepped down at the end of last year and was replaced as CEO by Audra Tiner—a Technology public relationsIT takes some nerve for a public relations firm veteran of in-house positions with SeeBeyond SAN FRANCISCO H LOS ANGELES Hto calls its blog The Fight Against Destructive (now part of Oracle), Progress Software and ORANGE COUNTY H NEW YORKSpin—at the very least it’s an invitation to be Cambridge Technology Group—who hadheld to a higher standard—but Arment Dietrich joined the firm in 2009 to lead its financial FOUNDED in 1999, at the height of theis as savvy about the rules and mores of the services practice and has since brought in dot-com boom, Atomic has grown over thenew media realm as any midsize agency out a number of new clients such as Thomson past decade to become one of the largestthere, and its blog has become one of the very Reuters, Portware and Sapient Global technology public relations specialists in thefew written by industry insiders to boast both Markets. US, and one of the best—earning it our Tech-a genuine point-of-view and a loyal, engaged Under its new leadership, the firm has nology Agency of the Year award for 2009. Itfollowing. As a result, agency founder Gini retained its focus on financial services and has enjoyed such consistent success in partDietrich—an enthusiastic practitioner of what business-to-business technology, and a strong because of a distinctive analytical approach toshe preaches—has achieved a social media commitment to delivering real business results. communications—its ComContext process,presence out of all proportion to her firm’s It has also maintained its momentum, following developed over six months before the firm tookrelatively modest size. up 27 percent growth in 2010 with another on any clients, is designed to provide agency Founded in 2003 by Dietrich, formerly of year of around 30 percent growth in 2011. teams with critical insights that fuel strategy,Rhea & Kaiser and before that Fleishman- There was new business from Abacus Group, elevate creative thinking, and provide granularHillard and a past president of the Chicago Athenian Venture Partners, Object Trading, metrics on program performance—and achapter of the Public Relations Society of OpenGamma, Rapid Ratings, and StarVest focus on helping clients cope during times ofAmerica, Arment Dietrich initially focused Partners in the financial services arena, and transformation: communicating a change inits energies on the hospitality and lifestyle, Clarabridge, Compliance 360, DataArt, positioning, raising awareness, dealing with anpackaged goods, financial services, and lawn GHX and Tekserve in the b2b arena, as well IPO or acquisition. It’s an approach that Atomicand garden sectors, but added expertise in as new talent in the form of Jeanette Volpi, says can deliver increases of 100 percent orbusiness services, technology, and the not- who joined the firm’s leadership team in August more on a variety of qualitative and quantitativefor-profit realms, and most recently launched 2011 as a vice president, having previously coverage metrics.a healthcare specialty. Its services included worked at Thomson Reuters and Citigroup. The firm applies the same rigorous approacha broad range of external communications Articulate continues to work with financial to client relationship management, with onlinecapabilities, ranging from crisis services clients Deltica, the Enterprise portals that foster real-time collaboration,communications and public affairs to litigation Data Management Council, Sapient automate several basic tasks, and free upsupport and special events, while its emerging Global Markets, and Thomas Reuters, time and money for the more important task ofmedia capabilities set it apart from most of its and tech clients including Ci&T, Cloudsoft, finding and telling authentic stories for clients—midsize peers in Chicago and beyond. Cycle Computing, Sumerian, and Vigilant. an approach that helps ensure cost-effective Last year saw the firm consolidate its “Articulate is without a doubt the most savvy communication—as well as allowing clientsthought leadership with the launch of Spin PR firm I have ever had the pleasure to do to see just what kind of results the firm’s workSucks Pro, which trains clients how to produce business with,” says Jo Kinsella, managing is producing on a range of metrics includingcontent and create campaigns that resonate in director of Sumerian. “They know the market, coverage volume, quality and tonality, and keysocial media and beyond, while Dietrich is the and more importantly, they understand how to message delivery, typically including detainedco-author of a book, Marketing in the Round, help any business be successful in this market. analysis of the competitive landscape.scheduled for publication in the first half of They are extremely well connected and will be At the end of 2010, Atomic became part of82 www.holmesreport.com
  • 81. Specialists, boutiques, small & mid-size firmsHuntsworth firm Grayling, and last year saw expand via acquisition (buying west coast in the commercial, residential, retail, industrialone of the founders, Rebecca West spin off technology specialist Antenna Group) and the and mixed-use sectors, including brokers,a sister firm, H3O Communications, within opening of a new office in Washington, DC; developers, REITs, private equity firms andHuntsworth. Co-founders Andy Getsey and and to emerge as one of the country’s fastest- service providers, and the clean tech arena,James Hannon remain in charge, overseeing growing independent PR firms, with 10 percent where the Antenna acquisition added expertisea firm that now counts more than 100 people growth last year bringing it close to $7 million in solar, smart grid, energy efficiency, energyin the US, with fee income of around $15m, in fee income. storage, transportation, biofuels, and greenup 35 percent on 2010. A major highlight was The majority of that revenue is derived from building. But the past 12 months saw thethe firm’s Sony win, a consequent social media the real estate sector, which includes a diverse launch of a new public affairs team, bringingprogram was described as the company’s best range of partnerships with leading companies together experts in media relations, grassrootsever by The Next Web. Atomic’s San Franciscooffice was also named the third-largest PR firmin the city. The firm’s client list extends from deep techto consumer tech, from Internet commerce todigital entertainment, working with brands suchas Sony, Verizon Wireless, Intui, Hotwire,Lending Club, Actian, Travel Ticker, MyYearbook, Message Systems and Contour.New business included Striiv, EyeFi Fiverr,Seamless, Ignite Game Technologies,Cabot Creamer, Alice.com andLeapMotion. Atomic also worked with morethan 100 startups, including Photobucket,Bebo, Mint.com and ArcSight. “Atomic has been a core member of theMint team since before we launched and isnow a core member of the Intuit personalfinance products team too,” said Aaron Patzer,VP of Intuit 7 founder Mint.com. “They’re verystrong strategically and creatively, and have asophisticated approach to the use of analyticsto shape strategy and content across events,print, broadcast and social media.” Atomic has offices in San Francisco, LosAngeles, Orange County and New York, and Challenge awakens our competitive- since its Huntsworth deal - has launched aEuropean presence in London and Munich.— spirit, heightens our intellectualAS curiosity, and inspires bold thinking.BECKERMAN Where others see barriers, weMultispecialist with strong real estate,technology and public affairs capabilities see possibilities. We are driven toHACKENSACK, NJ H NEW YORK H SANFRANCISCO H WASHINGTON, DC achieve the unexpected.FOUNDED in 1989, it’s fair to say that Becker-man labored in relative obscurity for most of itsfirst two decades, quietly building a reputationfor client service and attention to detail withoutever generating more than a blip on the collec-tive radar of those firms located just across theHudson from its Hackensack headquarters. But without abandoning the values uponwhich the agency was built, Beckerman has www.ConeComm.combegun to build a reputation in a handful ofsectors (real estate, professional services, BOSTON | NEW YORK | SEATTLEclean tech) and practice areas (public affairs)where it has a real depth of expertise; to cone_holms.indd 1 9/26/12 6:44 PM www.holmesreport.com 83
  • 82. Agency Report Card 2012campaigns, and digital media focused on deep understanding of patient needs and Angeles, San Diego and London, and as“corporate political reputation.” helps clients finds non-traditional ways to part of Chandler Chicco Companies and The firm expanded its real estate practice engage those patients (and those responsible the inVentiv Health network, it can provideinto the Washington, DC, market with for their treatment and care) in authentic clients with global reach and integratedclients including First Potomac Realty and conversations—even in a complex and highly- services through partners and affiliatesCoStar Group, a leading national provider of regulated environment. focused on public relations, public policy,commercial real estate information. The clean The firm’s pioneering work in this arena digital/social media, research, measurementtech division expanded beyond its focus on includes launching the first product-branded and design.—PHenergy to include sustainability and energy Twitter handle for Novo Nordisk; developedefficiency clients, and also expanded its a Twitter/YouTube Exchange on behalf of BITE COMMUNICATIONSfootprint to the UK and EU through an alliance Novartis to provide added depth to breakingwith UK-based Greenpoint PR. And the digital news and developments; and created the Technology, B2B and consumerand social media practice expanded with ALERT social media listening product in SAN FRANCISCO H NEW YORK H TORONTOonline reputation monitoring and community partnership with Trufflenet to help clients staymanagement work. ahead of the curve and maneuver in the global FOUNDED in 1995 as a spin-off from There was new business from Renmatix social media space. And beyond social media, global tech PR powerhouse Text 100, Bite hasand E-Recycling on the clean tech side the firm’s efforts over the past 12 months evolved over the years into a global player, andand Triple 5 and Avison Young in the real helped transmit real-time messages about in recent years has been focused on movingestate arena, while interesting work included Alzheimer’s and the burden of caregivers up the value chain, transforming itself into aa communications campaign to help Morocco from the top of the world’s tallest mountains; multi-channel communications consultancymanage its reputation with US policymakers engaged more than a dozen rock legends to with a media-neutral approach and particularand opinion leaders during the turmoil of the participate in the first-ever concert to benefit emphasis on digital and social media. Born inArab spring, and the launch of Cleantech NJ patients with chronic hepatitis C; and doubled London, Bite originally established itself as a2011, New Jersey’s first business and investor- subscription numbers to an award-winning major player in the US through its acquisition offocused clean tech conference. magazine for those affected by Crohn’s Applied Communications, one of the industry’s The leadership team includes president disease. most strategic and innovative technologyKeith Zackheim, who took the helm in June The firm’s team of 65 is led by managing specialists.of 2009 after agency founder Michael Beck- director Ellen Miller and added a number Last year saw some upheaval at the firm,erman acquired his firm, Avalanche Strategic of key people in 2011, including Jeanine with CEO Michelle Herman departing afterCommunications, known for its digital and O’Kane, formerly North American director of a relatively short stint in charge. Hermansocial media expertise; senior vice president healthcare at MSL Group; Lindley Devereux, was eventually replaced by Silicon Valleyand general manager Allyne Mills, who was previously senior vice president, Cohn & Wolfe; veteran Andy Cunningham at the start ofhired from Taylor in 2010; Caroline Venza, Shauna Keough, previously senior vice this year. Unsurprisingly, given Cunningham’ssenior VP and general manager of Antenna; president, Porter Novelli; Liz Frank, previously impressive track record, the firm’s positioningsenior vice president Naomi Dector, an ex- group director, WCG; Jos Stella, previously has already changed, focusing on technologypert in crisis and litigation communications and at HealthEd Digital and now heading B2’s companies that are innovating in their fields.public affairs, who joined from Brunswick to digital and social media efforts; and Shalon The agency is also attempting to bring alead the DC office; and Christa Segalini, vice Roth, previously vice president at TogoRun/ more analytical, measurement-focusedpresident in the real estate practice. New in Fleishman Hillard. component to its campaign work, in keeping2011 was Matt Stewart, who joined Antenna The firm’s revenues were up by about with the project-oriented engagement thatas a director from the Alliance for Climate 8.5 percent, with several of the firm’s clients are increasingly seeking. CunninghamEducation and bolstered the firm’s clean tech longstanding clients making a contribution: has added two new practices, one focusingexpertise.—PH Novo Nordisk (8 years), Schering-Plough/ on entrepreneurial and late-stage startup Merck (6 years), J&J/Ortho Clinical companies (Series C), and the other on books Diagnostics (4 years) and Janssen/Pfizer authored by high-tech business luminaries.BIOSECTOR2 Aside from Cunningham, the other key Alzheimer’s Immunotherapy Program (4Healthcare public relations years). New clients include Pfizer’s Pristiq, hire was Victoria Graham as VP of digitalNEW YORK Pfizer’s Menopause Franchise, Pfizer’s solutions. Alzheimer’s Disease Franchise, and In financial terms, Bite suffered a year toLAUNCHED a decade ago, the first subsidiary Reckitt Benckiser (support suboxone in the forget in 2011, with the loss of key clientsof global healthcare public relations leader field of opioid addiction). AMD, HP and Visa contributing to drop inChandler Chicco Companies continues to pro- “[B2] serv[es] as an extremely strong fee income to $9.6m, from $12m in 2010.vide an attractive alternative for companies— strategic counselor who not only understands However, there was new business fromprimarily in the biopharmaceutical, device, and but also anticipates our needs,” says Broadcom, Lithium, Nokia, Nicira anddiagnostics categories—looking to challenge Lainie Keller, director, global human health Mozilla, joining a client roster that alsothe status quo and tell an innovation story. communications, Merck. “Each member of the includes Informatic, Parallels and Sybase. B2’s core expertise involves breaking account team has provided high value – going Campaign highlights included helpingdown complex science into meaningful, well above and beyond to make a true impact Broadcom kickstart the conversation aroundaccessible and actionable information. It on the patients and communities we serve.” emerging Wi-Fi standard 802.11ac, positioningtakes an integrated approach starts with a B2 has its own offices in New York, Los the company as a thought leader through a84 www.holmesreport.com
  • 83. Specialists, boutiques, small & mid-size firmsseries of key events and eventually ensuring Two key appointments last year should retail, consumer package goods and beyond.that Broadcom shipped its chips one quarter change that. Matt Kovacs joined from fast- Major clients include Grill Concepts, Theearlier. For Nokia, meanwhile, Bite led the growing California firm Formula (where he Veggie Grill, Marina del Rey Convention &launch of the key Lumia 900 smartphone, led the sports and entertainment practice) as Visitors Bureau, Original Tommy’s, and thedriving considerable critical acclaim at CES. executive vice president and general manager, Bank of Santa Barbara, with new additions Bite’s international presence includes offices bringing 18 years of public relations and last year including AmaWaterways, SnöBaracross Asia-Pacific and its home region of marketing experience, expertise in digital and Cocktails, NatureWoven, the ClaremontEMEA. It also utilizes parent group Next social media and influencer marketing. And Hotel Club & Spa, BrunchButler and RoyalFifteen’s affiliate network in markets where it is Heather Spilsbury was named director of Jelly.not present.—AS public relations, bringing expertise in the food, “We selected Blaze PR based on its creative travel and hospitality and broader lifestyle ideas, rich experience and acute understand- business from her prior roles at GolinHarris, ing of the travel space and river cruisingBLAZE PR Edelman and the Grammys. industry,” says Rob Rothmann, vice presidentConsumer lifestyle boutique That leadership has refuted any “that’s of marketing, AmaWaterways. Meanwhile,LOS ANGELES the way we’ve always done it” thinking and Billy Pollina, chief marketing officer at SnöBar focused the firm on a modern approach that Cocktails, commends “Blaze’s passion for ourLAST year saw the birth of a “new” Blaze, looks to initiate conversations that facilitate brand and its proven track record for creativewith the appointment of a new leadership dialogue with consumers, drawing on a and compelling public relations strategies.”team, a reorientation around new priorities, prominent set of principles (courage, wisdom, The launch of SnöBar Cocktails involved anthe launch of new products, and a host of integrity, responsibility, compassion) and values aggressive media relations campaign, socialnew clients. The reboot was perhaps over- (balance, sense of humor, open mindedness, media strategy and execution, as well asdue: consumer specialist Blaze was acquired community, and creativity) and its Relevance high-profile events to raise brand awarenessby California-based public affairs firm Davies Index methodology. and increase market expansion, helping thein 2004, and then found itself embroiled in a The financial impact of all this change has product sell out in the first weekend.—PHlegal dispute with founder Marci Blaze upon yet to be felt, with fees dipping to around $1.2her departure, and over the next few years million last year, but the firm has expandednever quite reignited in the way that its name beyond its heritage in the travel, hospitalitypromised it would. and restaurant sectors to add clients in spirits, www.holmesreport.com 85
  • 84. Agency Report Card 2012BLISSPR M BOOTH & For clients new and old, digital and social ASSOCIATES media work was to the fore, from AmericanProfessional and financial services Express OPEN’s SABRE-winning Smallmarketing specialist with growing Multispecialist with Business Saturday, a movement that liveshealthcare capability strong brand-building capabilities first on Facebook, to cultivating a communityNEW YORK H CHICAGO NEW YORK of followers for The Black Grouse, the “distinctively smoky” whisky, for which MHISTORICALLY best known for its work in the LONG established as one of a handful of Booth conducted a “Distinctive Bartenderprofessional and financial services sectors, midsize independents with the strategic and Tour” online and off, to creating advocacy forBlissPR expanded into the healthcare arena in creative thinking skills and implementation Green Mountain Coffee Roaster’s K-Cuppartnership with sister agencies it picked up ability to conceive and deliver award-winning brands via outreach to brand ambassadorsvia acquisition—after 30 years as an indepen- campaigns for category leaders, M Booth & including bloggers and lifestyle influencers.dent—by marketing services company The Associates has shown no inclination to rest on “Small Business Saturday is such a greatDudnyk Exchange. That diversification stood its laurels in the three years since its acquisition initiative for companies like Total Drivingthe firm in good stead through the recent by Next Fifteen (parent company of technol- Experience,” says founder and CEO Dawndownturn, aided by a significant investment ogy PR firms Bite, Outcast and Text 100 and Stokes, a beneficiary of the American Expressin digital and social media, and last year saw UK-based consumer firm Lexis). Open campaign. ”It is so cool that Americanrecord-breaking financial performance, with In fact, last year saw a number of Express provides a forum so people can learnfees up by 17 percent to end the year just significant changes, including a rebranding about and support small businesses.”under $6 million. that saw Margi Booth adopt a new A strong leadership team includes Booth Major clients include accounting and tagline that talks about “pioneering creative herself, managing partner Brad Rodney, andconsulting firm BDO; insurance giant Chubb; science,” a positioning that places the firm practice leaders Brad Lanet (consumer tech),consulting powerhouse Hay Group; financial at the “intersection of research, insight and Rich Goldblatt (consumer), Josh Rosenbergservices firms Key Corp and MetLife, imagination” and has been reflected in both the (digital), Mark Schroeder (corporate), Laurenhealthcare provider Life University; agency’s structure and its thought leadership Swartz (lifestyle, wines and spirits), Joycestrategy firm Kotter International; and the activities. Working with sister agency Beyond, Yeager (Better4You), and newcomer KatieOntario (Canada) Ministry of Economic M Booth unveiled research that used the Barr Cornish (travel) who joined from LouDevelopment & Trade. New client revenue “creative science” approach to better Hammond & Associates.came from healthcare (now formalized as understand social consumers and the ways M Booth continues to work primarily inBlissHealth) and digital (with expanded in which they share information online when the US, although acquisition by Next Fifteencapabilities in content marketing, SEO and faced with making purchase decisions across provides the firm with partners in many majoranalytics). The firm also expanded its traditional a variety of brand categories. markets and over the past year it developedpublic relations offer to include counsel on Best known for its consumer marketing international assignments with Americaninvestor relations and crisis. work across a range of sectors (from travel to Express, Getty Images, OpenTable, and “In the time we have worked with BlissPR, consumer tech), the firm has been developing Foursquare.—PHthey have been our hands, eyes and ears in specialized capabilities such as a Better4Youpublic relations,” says Mitch Kent, global head practice, focused on food and nutrition, BORDERS +of public relations for Hay Group. “They treat strengthened last year by the addition of aHay Group as if it were their own company and new director of nutrition, Tanya Zuckerbrot, GRATEHOUSEtruly have our best interests at heart.” creator of the popular F-Factor Diet. The Technology and lifestyle public relations Elsewhere, one highlight last year involved fashion and retail division, meanwhile, forged SAN FRANCISCOorganizing the 2nd Annual Toronto Financial a strategic partnership with Umindi FrancisServices event, which brought together Consulting Group, a New York City based FORMER Schwartz Communications vicefinancial and investment leaders from Ontario communications brand consultancy with a presidents Emily Call Borders (who beganand New York to discuss issues of mutual focus on fashion public relations. her career as a writer for arts and lifestyleconcern. The firm also organized an event that Growth around 20 percent saw the firm end magazine New West and also served as PRintroduced New York businesses and industry 2011 with fee income of $14 million, driven consultant to RingCentral) and Kathleenleaders to Shenzhen, the fourth largest city in primarily by the success of FirstWord Digital, Gratehouse (who also spent time as aChina. M Booth’s digital and social media practice, producer at CNN and a consultant at Text The firm continues to play an active and its wines and spirits group, as well as a 100) launched Broders + Gratehouse as aleadership role in Worldcom, one of the largest new operation in California to supplement home-based business early in 2008, usingnetworks of independent PR firms. Managing its impressive New York headquarters. New the latest technology to project the image of adirector Elizabeth Sosnow is a member of the business came from an wide variety of brands: much larger firm and compete with better-global board of directors, responsible for the Allianz Global Assistance, Banfi Vintners, established agencies in a tough competitivedigital direction of both the global board and Brooks, CafePress, Disney Consumer environment. That creative use of technology,the board of the Americas region; executive Products, Foursquare, General Electric, coupled with a model that emphasizes seniorvice president Cortney Stapleton is chair of the Sur La Table, Steelcase’s Turnstone counsel, has helped the firm position itselfbusiness-to-business practice group.—PH and OpenTable. And the firm continued its as an ideal partner for innovative clients in work with market leaders such as Unilever, the consumer and lifestyle and mobility and American Express, and The Macallan. enterprise technology sectors.86 www.holmesreport.com
  • 85. Specialists, boutiques, small & mid-size firms After steady growth through its first two BRODEUR PARTNERS healthcare veteran Robyn Castellani. Theyyears, the firm has performed spectacularly join a leadership team that includes founderover the past two years, growing by 66 Strategic communications with technology John Brodeur and president Andy Coville,percent in 2011 after almost doubling in 2010, and healthcare expertise as well as Mike Brewer, Steve Marchant,making it one of the fastest-growing PR firms BOSTON H NEW YORK H PHOENIX H Jerry Johnson, Cleve Langton, Renzoin North America and beyond. Fee income is PORTSMOUTH, NH H WASHINGTON, DC H Bardetti, and Karen and Andy Beaupre,now around $3m after a year that saw it add INTERNATIONAL OPERATIONS whose New Hampshire firm has been fully10 new clients, and four new employees. The integrated into the wider agency.firm operates specialized groups focusing A year after the management of Brodeur The new Brodeur is built on four coreon seven key sectors: software and cloud Partners bought the firm (or most of it; capabilities: Brodeur Communications will offercomputing; cloud infrastructure; consumer; Omnicom retains a 15 percent stake) back, the a full range of public relations, branding, andmobile; clean tech and solar energy; security firm’s return to its entrepreneurial roots seems social media services; Brodeur ShiftPositive willand small and medium-sized business. It to have injected a new dynamism into a brand focus on social marketing, creating behavioralso expanded its service offering, which now that had languished in the holding company change programs that advance healthy livingincludes include media and influencer relations, environment for the past decade or so. and engage people around other societalsocial media, research/measurement, crisis In many ways, the firm has returned to its issues; Brodeur Digital will develop online andand issues management, media training and roots. Brodeur has always been committed mobile (an area in which Brodeur was an earlyglobal account management. In 2012, it added to creating a progressive and supportive mover) content and campaigns; and Brodeurquantitative market research, infographic employee culture, empowering people at Strategies will provide C-level advice, with adevelopment and event support to its range of all levels to deliver the highest quality client focus on enhancing customer experiences.capabilities. service, and management is finding that task And while the firm is best known for its work Over the past 12 months, B&G worked with easier now that it has more flexibility to invest in the technology space, it has extended itsmore than 25 clients, including CloudFlare, in and reward its people. On the investment reach into the healthcare arena and beyond,a website productivity and security service; side, the firm has brought in social marketing to a wide range of business-to-business andJ2 Global, a provider of cloud-based expert Rob Gould (former head of Porter consumer-focused companies.communications and storage messaging Novelli’s Washington office, and more recently The firm has enjoyed some impressiveservices; small business online community president and CEO of the Partnership for new business successes in its first year ofManta; cloud computing management Prevention), digital expert Evan Parker, and independence, picking up work from Foleyplatform RightScale, the leading cloudcomputing management platform; RocketLawyer, an online provider of legal services; PersonalSoftLayer; MMORPG Tiny Speck; andsecurity firm Webroot. Major assignments included the launch ofnew MMO game Glitch for TinySpeck; SMB PR firm seeksopinion and political tracking for Manta; the‘state of mobile holiday shopping’ programmefor Tealeaf; and the launch of a new securityproduct for Webroot. “From a critical product launch though our relationships,acquisition by VMware, Borders + Gratehousehelped skyrocket awareness for SlideRocketby consistently developing PR campaignsthat put us squarely in the spotlight,” saidSlideRocket CMO Heidi Jackman. “The B+G not transactionsteam’s ability to pair creative thinking with spot-on execution makes them the ideal partner fora fast-moving, innovative company.” Adds RightScale CEO Michael Crandell:“Borders + Gratehouse really understands ourindustry, our business and our culture and thatparticular intelligence paired with the team’srelentless commitment to results has reallypaid off for us.” While B+G’s core business is focused ondomestic markets, some clients have interna-tional needs and for them the firm manages A Holmes Report Best Agency to Work Forglobal relationships with international partners,including Axicom (Germany), Text 100 (India), 212.780.0200 • info@groupgordon.comOxygen (France) and C2e (Canada).—AS www.holmesreport.com 87
  • 86. Agency Report Card 2012Hoag, Towers Watson, Hankook, Famous and severely impact their ability to do business. has a growing network of offices across theDave’s, Merck, VisionCritical, Southern And that’s where Brunswick comes in, more EMEA region, including its London HQ, and inCalifornia Edison, Dartmouth College. often than even the largest of the full-service Asia-Pacific.—ASBut there was organic growth too, from agencies and more effectively than most of itsclients such as Foley Hoag, women’s health specialist peers. CJP COMMUNICATIONScompany Hologic, kognitio, Oce Business The firm is differentiated first by a businessServices, IBM, Discovery Education, model that eschews geographic and practice Financial services and business-to-Corning, MilkPEP, RIM, Covidien, Avnet area P&Ls, eliminating any barriers to working business PRand the American Cancer Society. across offices and across disciplines to STAMFORD, CT H NEW YORK H The work is an interesting mix of high-level achieve the best results for clients, and that INTERNATIONAL OPERATIONScorporate strategy—a CEO transition at encourages value and success-based billing;Avnet, corporate repositioning for Dunmore and second by the quality of the firm’s talent. In CJP Communications (once Cubitt Jacobs &Corporation, and the corporate transformation the US, there were some changes to the senior Prosek) is distinguished from the mass of Newat Blackberry parent company RIM—to more leadership offering, with New York-based York area firms by its uncommon intellectualtyical fare: the launch of the “More Birthdays” managing partner Susan Gilchrist elevated firepower. Under the leadership of founder Jenmovement for the American Cancer Society; to the CEO role, in order to support the firm’s Prosek, the firm places a heavy emphasisan influencer outreach campaign for Corning; continued global expansion and free up on smarts, hiring similarly qualified individualssocial media strategy for Celerant Consulting; chairman Alan Parker to handle more client (40 percent of the firm’s staff have an MBA,the “We Can Change the World Challenge” for work. Gilchrist’s promotion meant that San including Prosek herself) or sponsoring someDiscovery Communications; store openings Francisco partner Mike Buckley became US who already have a graduate degree (aboutfor the Famous Dave’s barbeque chain; and managing partner, itself recognition of the firm’s 60 percent) through business school with athought leadership work for Foley Hoag and impressive returns in counselling start-ups view to transforming PR people into savvyGenius Inside. and large tech companies on the West Coast. renaissance marketers. It’s a differentiator that Also on the thought leadership front, Buckley works alongside senior partner Steve has fueled the firm’s “Army of Entrepreneurs”Brodeur unveiled its “relevance” model last Lipin. Mark Palmer was also promoted to model of agency management, detailed inyear, providing a template for understanding head Dallas, and Brunswick also launched its Prosek’s book of the same name.how clients can use sensory and social first operation in Brazil, under the leadership Growth of around 24 percent—with newchannels, values and thinking, to make of Thomas Kamm and new hire Ana Paula business from E*Trade, ING North Americathemselves relevant to their customers and Pessoa in Sao Paolo. A key departure saw Insurance, Intech, Lloyds America,other stakeholders. It followed up with a “retail managing partner Jim Wilkinson join Pepsico Capital One, Manning & Napier, Pioneerrelevance” study that looked at shoppers’ as its executive VP of communications. Investments, and Weil Gotshal Mangesideal retail experiences and discovered New hires included brand marketing expert & Associates—saw CJP hit around $12.5some striking differences among different Samantha Lucas and research specialist million in fees last year, ranking just outsidedemographic groups and generations. Robert Moran as partners in New York and the top 20 independents in the US. But quality Brodeur delivers full global capabilities Washington DC, respectively. has always been more important than quantitythrough a network of 33 offices and affiliates, After a year of significant growth in 2010, to Prosek and her team, and so the namesa combination of equity-owned offices and Brunswick consolidated those gains in on the client roster—names such as Hiscox,long-standing partners closely aligned with 2011. The firm continued to dominat the GE Capital, Franklin Templeton, Sybase,Brodeur’s values and service capabilities.—PH mergermarket M&A tables for 2011 by deal Oppenheimer, Travelers, Pitney Bowes, value, and also leads the US in year to date. Edward Jones, Nomura—are just as Among the biggest of those deals: Express important as the dollar revenues they generate.BRUNSWICK GROUP “We felt CJP stood out for its fresh and Scripts $33bn acquisition of Medco HealthStrategic corporate and financial Solutions; BHP Billiton’s $15 billion purchase innovative thinking, senior-level involvementcommunications, including public affairs of Petrohawk Energy; the $7bn sale of EP and sector experience, and they have doneand M&A Energy; Roche’s $6.8bn acquisition of some work for competitors that we respect aNEW YORK H DALLAS H SAN FRANCISCO H Illumina; and Walgreens’ $6.7bn deal with lot,” says Oppenheimer Funds.WASHINGTON, D.C. Alliance Boots. The firm continues to differentiate itself But the firm also continued to build its roster through its “renaissance marketing” approach,FROM counseling BP during the most of retained clients, which includes names such which allows CJP to deliver a wide range ofhigh-profile environmental disaster since the as AT&T, BP, Broadcom, Chevron, Cisco, solutions—some traditional, others (like aExxon Valdez to assisting Facebook through Delta, McKesson, Microsoft, Pepsi, Pfizer so-called “digimentary”) less so—for clients.its landmark IPO, it was another busy year for and Visa. The past 12 months saw CJP consolidate itsglobal corporate and financial communications “The quality of Brunswick’s people, strategic position as one of a handful of independentspecialist Brunswick. The economy—and the thinking and their ability to deliver actionable firms capable of handling large-scale mergersmergers and acquisitions business that was recommendations sets the firm apart,” says and acquisitions (cracking the top 20 on thefor so long the firm’s bread-and-butter—may Doug Michelman, global head of corporate mergermarket ranking.still be sluggish, but one thing that is clearly relations at Visa. “They produce board level Other highlights included the introductionnot cyclical is the ability of giant corporations work while exhibiting a willingness to get in the of a new media training capability, led by twoto find themselves facing issues and crises that trenches in any way needed to win.” former broadcast reporters; an expansionhave the potential to damage their reputations In addition to its four US offices, Brunswick of its social and digital media offerings,88 www.holmesreport.com
  • 87. Specialists, boutiques, small & mid-size firmswith particular expertise in the regulatory to stand out among midsize independents for Patrice Tanaka; president Mike Mulvihilland compliance issues surrounding the its culture: how many PR websites introduce (another CRT founder); and executive viceuse of social media in financial services; a their agencies with words like “life-affirming” or presidents Ellen LaNicca (consumer practicebranded entertainment practice that has “joyful” or “innate goodness”? But those are leader), Brian Ellis (director of the firm’sbeen responsible for developing web-based all words that CRT/tanaka uses in describing whatcanbe Lab), Michael Whitlow (corporateentertainment properties on behalf of clients its “whatcanbe” philosophy, which describes practice leader), and Debbie Myers (healthsuch as Ikea, Trident and SFN Group, and the firm’s commitment to seeking “endless practice leader).most recently the Hiscox brand-sponsored possibilities for ourselves, our colleagues, our CRT/tanaka experienced modest singleweb series Leap Year, hailed by Forbes as the clients and our community.” digit growth in 2011, although there was”series every entrepreneur should watch.” The years since the merger have seen a strength in the food, beverage and nutrition In addition to its longstanding Cubitt Con- significant broadening of the firm’s capabilities, practice, which now represents moresulting partner office in London, CJP operates with the acquisitions of social media specialist than a third of business. The firm’s largestan affiliate network that covers markets such Livingston Communications and food and clients include Wines from Rioja, the USas Hong Kong, Japan, South Korea, China, beverage boutique Lewis & Neale establishing Highbush Blueberry Council, AvocadosBrazil, Taiwan, India and Australia.—PH CRT/tanaka as a leader in both of those from Mexico, Barnes & Noble College businesses. The past 12 months, meanwhile, Booksellers, Girl Scouts of the USA,CRT/TANAKA saw a significant effort to expand the firm’s Bissell Homecare, Cambria Suites,Multispecialist broader branding capabilities, most notably Longwood University, Air New Zealand, CRT/tanaka’s 2011 whatcanbe Award WinnersRICHMOND H CHARLOTTE H LOS ANGELES HNEW YORK H NORFOLK H WASHINGTON, D.C. with the appointment of Kelly O’Keefe, professor and former managing partner at the and the Federation of Quebec Maple Syrup Producers. New additions over acclaimed Virginia Commonwealth University the past 12 months include BridgestoneTHE merger of Virginia-based Carter CRT/tanaka proudly recognizes our employees who have Ryley Brandcenter and CEO of O’Keefe Brands as Americas, Bluebeam Software, John created astrategist. brighter, better future usingFood (formerlyPartnership at for aThomas and New York creative boutique the firm’s chief creative officer and chief brand bigger, Morrell Group, whatcanbe Partnership Drugfree.org thePatrice Tanaka that created CRT/tanaka in late2005 brought together two firms thatthinking for ouracommunity, our clientsDrugfree America), Virginia Commonwealth were—in She joins leadership team that includes and our agency.their own, quite different ways—among the in-out more, visit executive Mark Raper, To find chairman and chief www.CRT-tanaka.com/whatcanbe#1. University, VCU Health System, Wilsonartdustry’s most unique and energizing work envi- who founded CRT after holding leadership International and TIAA-CREF.ronments. The result was a firm that continues positions at Earle Palmer Brown; co-chair The firm’s work with Wines from Rioja CRT/tanaka’s 2012 whatcanbe Award Winners CRT/tanaka proudly recognizes our employees who have created a bigger, brighter, better future using whatcanbe thinking for our community, our clients and our agency. To find out more, visit crt-tanaka.com/about-us/. Marcy Walsh Jenn Riggle Erin Hurley-Brown Helps Air New Has become a Gives her talent Zealand fly thought-leader to help the homeless to new heights in health care at Freedom House. of creativity. social media. whatcanbe? This question is driven by the joyful and imaginative spirit at work in the Scott Davila collective minds and souls at CRT/tanaka. Every day, it moves us to Lisa endless Jason Stemm seek Ramos Delivering smart strategies possibilities Using colleagues, our clients and our community. Inspired by to help for our his love of food Inspiring others to our B2B clients Goodness and Genius,our business to grow we strive for Greatness in all that we do. That is our the community whatcanbe. Why not spend some time with us to explore your whatcanbe? crt-tanaka.com www.CRT-tanaka.com Richmond New York Los Angeles Washington, D.C. Norfolk Lewis & Neale 101 W. Commerce Rd. 320 W. 13th Street 8733 Sunset Blvd. 105 Oronoco Street 2200 Colonial Ave. 320 W. 13th Street Richmond, VA 23224 7th Floor Suite 201 Suite 101 Suite 10 7th Floor 804.675.8100 New York, NY 10014 W. Hollywood, CA 90069 Alexandria, VA 22314 Norfolk, VA 23517 New York, NY 10014 212.229.0500 310.659.5380 703.894.5460 757.640.1982 212.420.8808
  • 88. Agency Report Card 2012involves an integrated consumer and trade and media planning and buying services. on telecoms, software development, wireless,marketing campaign, including PR, advertis- Says Jason Raak, director of sales electronics, security and B2B software, helpinging, sponsorships, event marketing, and services marketing at  Siemens Healthcare: clients become market drivers through thepromotions, including the award-winning ”One thing I’ve noticed that differentiates strategy and creation of distinct market cat-Vibrant Rioja campaign aimed at generat- Capstrat from other agencies I’ve worked egories that can shape and influence opinion.ing awareness and interest in Rioja wines with is their intimacy with the customer’s 2011 was something of a banner year,among a younger Gen-Y and X audience. business, demonstrating an effort to truly with Catapult growing by 24 percent to crackEqually impressive in the branding work CRT/ understand our business challenges and the $1m barrier. Major new clients includedtanaka has done for Barnes & Noble Col- customers, which allows for a more tailored CollabNet, Gorilla Logic and SparkFunlege, whose director of corporate marketing and on-point deliverable that speaks our Electronics, who joined a roster that featuresCynthia Forman says: “Working with CRT/ language and our customers’ language.” Inovonics, Tasktop, JNBridge, Agile 2012tanaka has moved our business forward over And after refocusing on three common Conference and FreeWave Electronics.just the past 10 months…. We’ve gotten our elements to great work—insights, imagination “Catapult is much more than a traditional PRrenewal retention strategy back on track and and implementation—last year, Capstrat firm,” says Ed Laczynski, VP of cloud strategymet our new business goal as a result of the formalized an approach it calls Three Eyes, and architecture at Datapipe. “They providetools we’ve developed with CRT/tanaka. But, and launched an initiative to encourage those the strategy, messaging, go-to-market insights,equally important, we’ve gained a true partner. three qualities, creating a Three Eyes Council, and incredible execution to launch successfulOur CRT/tanaka team’s sincere passion for our comprised of high-performing employees from products and companies. I’ve worked withbusiness, fearlessness in the face of incredible every part of the business, and handing out them at two separate companies, wheredeadlines and amazing energy and creativity internal awards with a $10,000 top prize. Catapult was instrumental in positioning usare on display across our entire B2B strategy. I That investment is credited by management as market leaders within the cloud computinglook forward to seeing whatcanbe next as our with helping Capstrat to another year of 20 market.”engagement with CRT/tanaka continues to percent growth and year-end fees of better Catapult has experience both domesticallyincrease and expand, as together we take on than $14 million, with strong contributions and internationally, and represents certainthe organization’s next big challenges.”—PH from the healthcare, professional services and clients in Canada and Latin America.—AS public affairs practice areas. There was newCAPSTRAT business from Allianz Global Assistance, CARMICHAEL LYNCH Cotton, Inc., Grifols and MeadWestVaco, SPONGRegional agency with but much of the growth came from existingpublic affairs expertise key clients such as Blue Cross and Blue National multi-specialistRALEIGH Shield of North Carolina, Deloitte, the with brand-building expertise American Institute of CPAs, Youth Villages, MINNEAPOLIS H NEW YORK H DENVER,IF there are two areas in which public relations Diversified Information Technologies, UNC CHICAGO H SAN FRANCISCOagencies have made significant investments Health Care and Lenovo.over the past couple of years, those areas Sound financial performance was not the IN 20 years at the helm of Carmichael Lynchare digital and social media and research and only achievement last year; the firm also Spong, the public relations unit of Minneapolis-evaluation. North Carolina-based public affairs racked up an impressive number of award based, Interpublic-owned advertising agencyfirm Capstrat has been in the forefront in both wins and nominations, in competitions from Carmichael Lynch, Doug Spong provedrealms, expanding its new media capabilities the SABREs to the ADDYs. Interesting work himself one of the most capable PR executives(mobile has been an area of particular focus) ranged from creating an integrated public in the country, helping to establish CLS asand formalizing its metrics and analytics education campaign that changed attitudes a leader in culture and creativity. So nobodyunit and launching a new consumer insights on the reasons for rising medical costs and should be surprised that since he ascendedpractice. developing healthcare reform messaging and to a leadership role at the parent company Capstrat has always seen public relations strategy for a global professional services two years ago, collaboration between CLSas a discipline that “helps clients define firm.—PH and Carmichael Lynch has increased, with PRthemselves to their key audiences before frequently taking the lead on integrated brandthey are defined by crisis, circumstance activation strategies.or competitors” and defines itself as “a CATAPULT PR-IR The brand activation approach has becomecommunications agency for organizations B2B technology central to the way CLS does business, drawingin healthcare, technology, professional BOULDER on a proprietary process that helps clientsservices and energy that need a partner understand and manage the proliferation ofto simplify complexity, outflank change FOUNDED in 1999, Catapult PR-IR is a media available to deliver their messages,and make things happen.” The firm is best boutique PR firm that focuses squarely on drawing on seamless collaboration betweenknown for its work at the intersection of the B2B technology sector, bringing to bear marketing and communications disciplinesbusiness, media and government and has considerable experience and passion. The to determine and deliver the right mix ofattracted a staff of close to 90 people from firm’s name indicates its focus on launching paid, owned and earned media. At the samediverse workplaces including newsrooms, and relaunching companies and, in Guy Mer- time, the firm has been ensuring that socialagencies, corporations, political campaigns, rel and Terri Douglas, it has a leadership duo engagement is built into every department,government and nonprofit groups. In recent who each have more than three decades of practice, and team.years, it has added branding, advertising, PR experience. Catapult focuses in particular That approach helped to drive top-line90 www.holmesreport.com
  • 89. Specialists, boutiques, small & mid-size firmsand bottom-line growth in 2012 with social of recycled materials in its building products firm has also invested heavily in research andmedia, lifestyle marketing, cause marketing and office furnishings. And the firm donated measurement tools such as Iconoculture forand crisis and issues management practices more than 900 hours of volunteer service by consumer insights and Radian6 for onlineand the food and beverage, home and employees, both on their own time and/or monitoring and evaluation.financial services sectors all making a robust during several agency-sponsored opportuni- Founder Bret Werner was a 15-yearcontribution. The firm maintained, and in ties. That’s one reason it continues to perform veteran of Alan Taylor and has worked withseveral instances expanded, its agency of exceptionally on our Best Agencies To Work brands such as MasterCard, Subway andrecord role for clients American Standard For research. ESPN on a wide range of sports-relatedHeating & Air Conditioning, Calphalon, programming. Co-managing director Bill HoltzIngersoll Rand Residential Solutions, CATALYST (11 years at Taylor, and before that director ofJack Link’s Beef Jerky, Lutron, Newell sports media relations at Fordham University)Rubbermaid, Schlage, Trane, Rapala, Lifestyle marketing, with joined in 2008 and senior vice president ofSave-A-Lot, Sherwin-Williams and a focus on sports and entertainment digital Shripal Shah, who spent five yearsSupervalu, while adding new clients including NEW YORK H CHARLOTTE H LOS ANGELES working with the Washington Redskins, joinedJennie-O Turkey Store, Kellogg School in 2010.of Management, Owens-Illinois, Renewal SINCE spinning out of the former Alan Taylor Growth last year was close to 20 percent,by Andersen, and H&R Block’s Dollars & Communications (now Taylor Global) in 2005, and Catalyst ended the year with fee incomeSense cause-related marketing program. Catalyst has found a winning formula, blending of just under $6 million, thanks to new agency Day to day management responsibilities an expertise in—and passion for—sports, entertainment and active lifestyle clients with of record assignments for Dick’s Sportingare now being handled by managing director a focus on a more strategic model of media Goods and Wild Turkey and project workJulie Batliner, the firm’s former chief client relations that’s underpinned by an emphasis on with Geico and Microsoft’s Xbox 360, asrelations officer, who joined five years ago consumer insights and strategic planning. It’s a well as ongoing assignments with a select listfrom Fleishman-Hillard. She is supported formula that has delivered healthy growth and of blue-chip brands—many of them amongby a leadership team that includes senior continues to attract a select list of blue-chip the biggest names in the sporting arena—suchprincipals Jill Schmidt, corporate practice brands—as well as earning the firm our Bou- as Consumer Reports, ESPN, NASCAR,leader and director of strategy; lifestyle practice tique Agency of the Year accolade for 2011. Powerade, Purina, Skyy Spirits, Subway,leader and director of practice development Like its predecessor, Catalyst is a leader in Timex, Under Armour, and vitaminwater.Maria Reitan; and business-to-business and sports marketing—which accounts for slightly Highlights included the firm’s SABRE-technology lead Sarah McNeil. New in 2011 more than half of revenues—and in media winning cause marketing efforts for Dick’swere Lori Robinson, who joined from Hill & relations, although Catalyst takes a modern Sporting Goods, educating student athletesKnowlton as senior principal and director of sophisticated view, with expertise in media and their families about the dangers ofthe New York office; Beth Miller and DebraHays, who joined the health and wellness mapping, messaging and measurement, concussion via a campaign that used celebritygroup in Minneapolis as principal and senior and has expanded its capabilities beyond spokesman Jerome Bettis to deliver thecounselor respectively; Keith Negrin as traditional outlets to include significant message across traditional and digital mediasenior counselor in the home industry group; expertise in digital and social channels. The and contributed to a dramatic increase inand early in 2012 MSLGroup veteran EmilyBuchanan as senior principal and chair ofbrand marketing and social engagement. Interesting assignments included helpingJennie-O persuade people to consider turkeyburgers as an alternative to traditional beefburgers, tapping into the food truck phenom-enon through live sampling and social mediaoutreach. For Save-A-Lot, a subsidiary of Su-pervalu, CLS put together an experiential “FuelYour Family Road Trip” campaign featuringtwo brand ambassadors taking the Save-A Lotmessage to 10 key markets for three weeks.And for DSM Nutritional Products, maker oflife’sDHA, a vegetarian DHA omega-3 fattyacid essential for brain health, the firm helpedconvince Americans 55-plus of the simplesteps they can take to maintain brain health.Carmichael Lynch Spong has also continuedits leadership in the corporate social respon-sibility arena, with a gold LEED-qualified workspace, energy supplied through wind credits, 41 East 11th Street, New York 10003 • (212) 905-6060zero landfill waste through recycling and www.TrylonSMR.comcomposting, commuter incentives, and use www.holmesreport.com 91
  • 90. Agency Report Card 2012both coverage and sales. The firm also industry veteran who previously held senior to See, The Power to Do.”drew attention to Purina’s partnership with roles at Burson-Marsteller and Jennifer CCA has also continued to internationalizethe Stephen Spielberg movie adaptation of O’Neill, a veteran of the healthcare and its operations. Half of Chandler Chicco’sTintin via influencer outreach and red carpet corporate communications practices at Ruder relationships are now multinational, and moreactivation, hitting more than a million online Finn. New appointments in 2011 included than 60 percent are shared with at leastvideo views in 24 hours. Samantha Cranko, who joined as EVP in one of the firm’s specialist units. With wholly “Catalyst has been an integral partner in our New York from Rabin Martin and previously owned offices in London, Paris, New York,strategic efforts to move the brand forward,” worked with GCI Health; Tim Goddard, who Washington DC and Los Angeles: a partially-says Adam Gurian, president of Timex Group. moved from the New York office to London; owned office in Germany (parent company“Their leadership has been vivid on both long- and Jacqui Dyson, who joined the London InVentiv Health acquired local specialistterm strategic goals to develop our space office as a media specialist. Haas Health); and an affiliate network of 22in the sports arena, as well as opportunistic Even in a year of pharmaceutical and companies in more than 37 markets, the firmgoals…. I continue to be impressed with both agency consolidations, Chamberlain continued has extensive international reach. A dedicatedthe strategic and the tactical elements that the to grow new and organic business, although it global client and affiliate relations team in bothCatalyst team brings to the equation.” guards its client roster closely.—PH London and New York ensures quality control Catalyst expanded its international reach and seamless integration.in 2011 by becoming a part of the Pinnacle CHANDLER CHICCO The firm’s leadership remains remarkablynetwork of independent PR firms.—PH stable following the departure two years ago AGENCY of co-founder Gianfranco Chicco. RobertCHAMBERLAIN Healthcare public relations specialist Chandler, former leader of the healthcare NEW YORK H LOS ANGELES H practice at Burson-Marsteller, is supported byHEALTHCARE PR a team that includes Lisa Stockman (a 14- WASHINGTON, D.C.Healthcare specialist year veteran), Eleanor Petigrow and KristenNEW YORK CHANDLER Chicco Agency has established Spensieri (11 years), with newcomer Marissa itself as a dominant player in the global Magnetti joining from Edelman to lead one ofFOUNDED in 1993 by Richard Chamberlain, healthcare public relations business—with fee the firm’s largest New York client relationships.who previously led the healthcare practice income of more than $70 million, it remains Just as important, the firm continues to earnat Makovsky & Company, Chamberlain built the largest specialist firm in its sector by some high marks from employees for its progressiveitself into one of the strongest brands in the distance—and in recent years has expanded workplace culture and employees continue toUS healthcare sector by focusing on “building both geographically (its European operations rave about the “no walls, no titles” philosophy,strong, healthy brands through campaigns that now contribute about a third of the agency’s giving the firm its customary high marks in ourprovide doctors and patients with powerful, revenues) and in the scope of its services. Best Agencies to Work For research.evidence-based rationales for healthcare Working to help clients understand and CCA enjoyed healthy 14 percent growthdecisions.” That focus has continued through prepare for changes in the US and global in 2011, expanding its focus on digital andthe firm’s acquisition five years ago by inVentiv health care landscape, CCA recognized the social media as they relate to improvedHealth (also parent to the Chandler Chicco need to provide a host of specialist offerings doctor-patient communications and enhancedCompanies) and a change of leadership that from medical education to market access engagement with key stakeholders for clients,saw Jonathan Wilson—a UK national and and expand beyond its core business to and increasing its work with device andKetchum veteran—become president and take attract clients interested in communicating diagnostic clients. The firm does not discussover day-to-day management responsibilities health-related issues to consumers and other specific clients, but is known to work withearly in 2010. stakeholders. industry leaders such as Mylan, Novartis and But if the focus has not shifted, the firm’s In addition to its core healthcare public Sanofi and earned SABRE awards recognitionportfolio of services has. Over the years it has relations business, CCA now has companies for its work with DePuy Orthopaedics andexpanded beyond pharmaceutical marketing to offering a wide range of expertise: Allidura Philips Oral Healthcare.—PHoffer crisis and issues management, grassroots Consumer, which helps consumer-facingcampaigning, and content development companies deliver credible health-related CITIZEN RELATIONScapabilities, and 2011 saw a significant messages; healthcare social media practiceenhancement of its graphic design, video VerStone Digital; in-house design studio, Brand-building andproduction, and digital expertise, allowing ‘nition (capabilities include logo design, social engagement firmthe firm to deliver cohesive brand-building branding, print, collateral and web/interactive IRVINE H LOS ANGELES H NEW YORK Hcampaigns that translate complex science into design); research and measurement under TORONTO H VANCOUVERmeaningful stories it can tell across a multitude the Determinus brand; medical education October saw the combination of USof channels. One particularly noteworthy (and capabilities through the firm’s Litmus consumer powerhouse PainePR, UK agenciesaward-winning) effort involved developing subsidiary; Chandler Chicco Productions, Band & Brown and Brando, and Canadian firmthe first game on Facebook sponsored by which creates experiential initiatives, from Optimum—all owned by international holdinga pharmaceutical company (Healthseeker, short films to full-length plays; and Studio C3, company Vision7—under the Citizen RelationsBoehringer Ingelheim). a media coaching service led by a group of brand, which reflects “the democratization In addition to Wilson, the Chamberlain seasoned professional with more than 60 years of communication and the changingleadership team includes executive vice of experience. It’s all underpinned by a unifying landscape of how people receive and sharepresidents Reba Auslander, a 15-year idea, which the firm defines as “The Freedom information” and behind a mission to leverage92 www.holmesreport.com
  • 91. Specialists, boutiques, small & mid-size firms“the full suite of assets available to modern “Mano a Mano in el Bano” campaign for Old the US, Citizen Brando in the UK, and Citizencommunications professionals, from traditional Spice); social media and social networking Optimum in Canada—but will form a combinedmedia and influencers to social media and (Pampers “Little Miracle” cause-marketing firm with about 200 employees around thedigital offerings,” according to Paine PR chief campaign); and household products (Duracell) world and the ability to serve clients bothexecutive and now Citizen Relations chairman categories. regionally and globally. The member agenciesDaryl McCullough. ”Citizen Paine has been a true partner to will be bolstered by strategic alliances in Asia It’s an approach that will extend Paine’s the Kraft Foods brands it represents,” says Pacific, Latin America and India. The firm issuccess as a pioneer and leader in the field of Melissa Batchilder of Kraft corporate affairs. also a member of the EDC Communicationsinfluencer outreach (primarily on the back of “The teams are collaborative, creative and group of companies—a unit of Vision7—thatground-breaking campaigns for signature client highly engaged.  They execute programs with also includes digital agency Dare andProcter & Gamble, which believes the ability excellence and always deliver against their integrated marketing agency Elvis Communi-to influence the influencers is what gives PR its goals.” Bryan McCleary, director of external cations.—PHunique role in the marketing mix) into the global relations responsible for Procter & Gamble’smarketplace. The US operation, now Citizen $10 billion baby care division, is another fan of CONEPaine, will continue to offer depth of expertise the firm’s new structure. He says the absencein social engagement (including social media, of different cost centers in different offices is Multispecialist firm with consumer,social responsibility and sustainability, and a strong selling point, because many larger crisis, cause and CSR expertisecause marketing); social marketing (public global agencies find it difficult to access talent BOSTONand grassroots education and activation); and that resides in disparate markets. “I think theinfluencer (media and consumer) marketing. name is symbolic because it’s about people AT a time when consumers are increasingly It will also look to take full advantage of rather than about the founders of the firm,” he quick to spot any inconsistency between athe firm’s culture—an emphasis since the says. “At P&G, we are trying to move away company’s behavior and its brand promise,days of founder David Paine—which has from thinking about people as consumers, when authenticity is an asset to be cherishedearned it recognition in our Best Agencies to to start to think about them as citizens and and protected, when credibility is the mostWork For research on a consistent basis. The human beings, and the name really speaks to valuable currency in the communicationsmerger saw the leadership teams of Citizen that need.” arena, Cone is finding that its traditional focusPaine and Citizen Optimum come together The Citizen Relations firms will maintain their on building brand trust is increasingly relevantunder the leadership of chief executive Daryl own identities—operating as Citizen Paine in to companies looking to engage with consum-McCullough and COO Cynthia Rude, withnew roles for US managing directors BethBalsam, Laura Bremer, Eric Borsum,Chris Chamberlin and Erin Georgieff, andNick Cowling serving as vice president andgeneral manager of the Toronto and Vancouveroffices. New additions included Jon Cronin,former director of digital strategy at DeVriesas managing director social engagementand Kevin Groh as vice president at CitizenOptimum. The merger created a global firm with feeincome of around $28 million. About $19million of that derives from the two NorthAmerican firms, with the former PainePRcontributing about $15.4 million. Major clients include Kraft (formerlyCadbury), P&G (multiple brands and corporatework), Network for Healthy California, andAmerican Suzuki Motor Corporation, withsignificant new additions in 2011 includingAflac, Merck Consumer Care, and BestFoundation. If the consolidation process put a damperon growth—after a spectacular 2010, US feeswere relatively flat in 2011—it clearly had nonegative impact on the quality of the firm’swork for clients: Citizen Relations won SABREAwards in the crisis management (for its workrestoring Aflac’s reputation after insensitiveremarks by the actor responsible for voicingits ubiquitous “spokesduck”); digital media (its www.holmesreport.com 93
  • 92. Agency Report Card 2012ers and adopt a distinctive brand positioning. next phase in its growth in December of 2010, Americans against Flu Complacency”; Over the past decade, Cone has established selling to UK-based holding company Creston and Cooney Waters’ work on chronic painitself as a thought leader in cause branding, Communications. As parent to UK-based management for Purdue Pharma, on meningitisdelivering much-quoted research into healthcare public relations firm Red Door (a vaccination for the National Association ofconsumer attitudes and developing signature longtime CWG partner) and a robust array of School Nurses and Sanofi Pasteur, and onprograms for clients looking to align their other healthcare communications business, helping women manage rheumatoid arthritisproducts and services with issues that their Creston gives Cooney/Waters access to an for UCB.consumers care deeply about. But the firm expanded range of services and a platform for The Health Collective continued its expan-also offers broad expertise in brand marketing international growth. sion, with the addition of new geographies(new product introductions, special events, Over the past 12 months, it has become Brazil, Portugal and Spain through a partner-sponsorships, media relations and more); clear that CWG intends to take full advantage ship with leading Iberian and Latin Americancrisis communications (risk management, of its new status, as the firm embarked on agency Inforpress.—PHcrisis simulations, media training and more); an ambitious expansion strategy. It acquiredcorporate responsibility, offering expertise The Corkery Group, a specialist in issues COOPERKATZ &in stakeholder engagement, program management and health policy (so that it now COMPANYdevelopment and social reporting; non-profit consists of three brands, with Cooney/Watersmarketing, focused on helping clients find providing a full-service public relations service Multispecialist withand develop corporate partners for signature to pharmaceutical and other healthcare clients strong consumer capabilitiesprograms; and new in 2011 an entertainment and Alembic Health Communications focused NEW YORKmarketing practice—all now supplemented by on health advocacy). It launched Cultúr Health,digital and social media capabilities that are a new multicultural healthcare communications IN addition to its core public relationsintegrated into almost every campaign. service in partnership with Hispanic capability—which includes expertise in the The result is that Cone can now provide communications agency The Vox Collective. consumer products and services, financial andclients with a holistic approach to building And it introduced Virtual Connections, a professional services, technology, telecom-meaningful relationships with customers service monitoring conversations and engaging munications, healthcare, business-to-business,and other key stakeholders, helping them stakeholders across traditional and online government and non-profit sectors—Cooper-harmonize their corporate responsibility and channels. Katz & Company was one of the pioneers incommunications for maximum impact. The The group continues under the leadership of digital and social media, and has long offeredapproach has helped to attract an impressive chief executive Lenore Cooney and president a suite of creative services unusual for a firmclient roster, with new assignments from NARS and chief operating officer Timothy Bird, who its size. Its Cogence social media practicecosmetics, AMC entertainment, Green is charged with leading the firm’s business provides online engagement and evangelism;Mountain Coffee Roasters, Sun Products development, international expansion, day-to- CooperKatz Productions conceives, writes,and Northwestern Mutual contributing to day operations, and serves as a member of the designs and produces corporate meetings andhealthy double-digit growth in 2011. Creston Health board. The Corkery acquisition special events; and the CooperKatz Thought Interesting assignments included a added new talent, with president Karen Bubble provides a brainstorming and multime-campaign to celebrate the American Cancer O’Malley and executive vice president Greg dia studio space for client presentations, videoSociety’s “Choose You” movement and Lugliani joining the Cooney/Waters Group productions and media training.the launch of “Pair Up” for the American operating board. All of that has cemented the firm’s reputationKidney Fund, empowering women to protect It also, along with the new service offerings, for creativity in the marketing public relationsthemselves and their loved ones from kidney strong organic growth, and continued arena, but 2011 saw an expansion in to thedisease. The firm also introduced the “Green international expansion, contributed to an corporate and public affairs space, helpingAwards” program for Green Giant ($25,000 impressive year in which group fee income companies develop thought leadershipgrants for individuals making a “giant” surpassed $20 million for the first time (an initiatives and build their institutionaldifference in sustainability) and promoted the increase of 45 percent). There was new reputations and providing support on policyhealth benefits of Yoplait yogurts. business in the US from UCB (the company’s and other issues, ranging from health reform to Cone forged into a strategic partnership central nervous system business unit and its online privacy to top-level domain expansion,with Omnicom sister agency Fleishman-Hillard, product Neupro) and the World Hepatitis to the importance of small businesses to thegiving the firm direct access to FH’s global Alliance (a global assignment to co-ordinate US economy to the cost and value of higherfootprint.—PH World Hepatitis Day campaigns in 193 education—an industry sector in which CK has countries), as well as expanded relationships a depth of expertise. with existing clients such as Voices of While founders Andy Cooper and RalphCOONEY/WATERS Meningitis and the National Foundation Katz—both veterans of Burson-Marsteller—GROUP continue to play an active leadership role in the for Infectious Diseases. The firm alsoHealthcare specialist continues its work with Abbott Fund, the agency and on client business, last year sawNEW YORK American Lung Association, The Coca- the promotion of two longstanding employees Cola Company, Purdue Pharma and Sanofi to expanded leadership roles: Anne Green,HAVING grown in just under 20 years to Pasteur. who joined CK in its first year of operation, wasbecome of the leading independent healthcare High-profile work ranged from a public named president and CEO, while Dorothypublic relations firms in the US, Cooney/Waters health education program conducted by Sonnenburg, who joined in 2003, was namedGroup took decisive action to prepare for the Alembic for the NFID focused on “Immunizing chief financial officer.94 www.holmesreport.com
  • 93. Specialists, boutiques, small & mid-size firms Enhancements to the new business process “Not to be the best agency in America, but the For survey, finishing in the top spot three times(wins included the American Institute of best one to work for. If we are the best place in recent years, and in terms of recognition,Certified Public Accountants, BrightLine to work, we will get the best people. If we have having been named Agency of the Year inITV, Coalition for Responsible Internet the best people, we will get the best clients. its category by PR Week, PR News and TheOversight, Johnson & Wales University, If we have the best people and clients, how Holmes Report.Kroll Bond Ratings Agency, Northern can we not be the best agency in America?” The focus on employee development isArizona University, and The Physicians Founder Tom Coyne wants every employee clearly one key to the firm’s success. “OurFoundation) and strong client retention (key to keep that mission in mind in every decision goal is for every employee to leave the officeclients include the Association of National they make, and it has certainly contributed to each day a better public relations professionalAdvertisers, Coldwell Banker Real the firm’s success in our Best Agency to Work than they were the day before,” accordingEstate, GAP International, Guardian LifeInsurance, Otis Elevator, Petfinder.com,Siegel+Gale, Sarah Lawrence College andQatar Airways) both contributed to decentfinancial performance, with single-digit growthand end-of-year fees around $4.1 million. Long known for its expertise in the mediaarena, the firm worked on behalf of CRIDO(an alliance led by the Association of NationalAdvertisers) to slow down or stop the massiveexpansion of top-level Internet domain names,which raised concerns about trademarkinfringement and consumer confusion. It alsohelped the Digital Advertising Alliance promoteits self-regulatory initiatives. In the real estatesector, meanwhile, CK worked with ColdwellBanker to identify and train new nationalspokespeople; secure online and offline mediacoverage; expand internal communications;conceive, shoot and edit videos; and counselthe firm’s parent company, Realogy, on high-level communications issues. “We are routinely amazed at the quality ofservice CooperKatz provides Coldwell BankerReal Estate,” says David Siroty, vice president,North American communications. “CooperKatzcontinues to meet its lofty KPI goals in raisingawareness for the brand and driving trafficto our coldwellbanker.com platform. Publicrelations is a major part of the brand’s overallmarketing mix, and CooperKatz has playeda major role in the creation and successfulimplementation of every major brand initiative.” While CooperKatz primarily serves domesticmarkets, it is a member of the Public RelationsGlobal Network a consortium of more than40 independent member agencies in marketsaround the world.—PHCOYNE PUBLICRELATIONSConsumer marketing and media relationsspecialistPARSIPPANY, NJ H NEW YORKA new positioning, “where you want to be,”seeks to build on Coyne’s longtime ambitionto become a destination for both clients andtalent, summed up in its mission statement: www.holmesreport.com 95
  • 94. Agency Report Card 2012to the firm’s HR department. That means a Crayola, and Pfizer Consumer Health. agencies JWT and DMB&B. DiGennarocombination of formal training, including the Social media led the way, up by close to 50 expanded her management team in latefirm’s own Coyne College and support for percent. 2010 with two key hires: Howard Shacterthose who want to attend external industry Burger King turned to Coyne PR to help came aboard as president after previouslyconferences and seminars, and mentoring by celebrate the launch of a new logo and an leading marketing and communications atsenior staff. A move to a new headquarters enhanced family dining experience, and the Steve and Barry’s, and building the corporatein 2011 provided an opportunity to enhance firm constructed a crown large enough to fit communications department at Live Nation,the physical work environment, featuring more the Statue of Liberty, along with a donation while Melanie Wells was appointed as chiefconference rooms, bigger kitchens and various to the landmark’s refurbishment project. content officer, following a career as a leadingcreative spaces, including a Zen relaxation Children’s Advil, meanwhile, worked with marketing industry journalist at Forbes Mediaroom, a putting green and a game room Coyne to create a media campaign that not and Advertising Age. Wells’ hire also sparkedfeaturing a pool table, darts and foosball. only established the brand as the authority growth in DGC’s thought leadership and At the same time, Coyne has built and on fever relief, focusing on the brand promise content creation capabilities, which includesretained a senior leadership team that of keeping fevers down for eight hours and a proprietary process to identify thoughtincludes—in addition to Coyne himself— partnering with The Doctors, one of the leadership platforms for C-suite executives thatpresident Rich Lukis, a veteran of Marina top national TV shows among moms. And ring both authentic and provocative.Maher Communications and Custom Event MultiGrain Cheerios worked with Coyne on its In 2011, DCG grew significantly to 30Marketing; executive vice president of client partnership with NBC’s The Biggest Loser to staffers, improving its revenues by 30 percentstrategy Brad Buyce, a key addition last help drive traffic to MultiGrainCheerios.com via to $3.5m. That growth is on the same paceyear, formerly of Ketchum; executive VP Twitter and other social media channels. in 2012, as DGC expanded its consumerwith responsibility for consumer lifestyle and “Coyne’s ideas always have a purpose,” PR team and launched an operation in Loscrisis John Gogarty; senior VP of business says Ed Markey, VP, PR, for Goodyear Angeles under Alysha Walker. There wasdevelopment David Carter; and senior VPs North America. “The team always keeps our new business from P&G and Scion, alongKelly Dencker (head of the healthcare group) business objective as the priority, focusing on with numerous agencies - Organic, Goodbyand Tim Schramm (food and nutrition). how public relations helps drive our business. Silverstein, Translation, Arnold, David &New in 2011 are social media director Marie Coyne finds ways to use PR to help sell tires, Goliath, Modea; and, Xerox.Baker (former editor of The Music Moms) and build our share of market, increase our brand ”We hadn’t gotten our PR game downvice president Reggie Dance, who brings value, and assist our dealers. And they do previously…but the GSP team has all beenexperience in the multicultural arena. it over and over. We’re as excited about our thrilled with the activity and results that DGC Long known for creativity, the firm also work with Coyne PR now as we were at the has driven since coming on board,” says Jeffadded a little more formal process in 2011, beginning, because they’re always working on Goodby, co-chairman and creative director atwith three new proprietary processes. Loop something great.” Goodby Silverstein. “Everyone’s really excitedis a network of influencers that provides the While Coyne PR does not have interna- to keep that momentum going.”firm with an opportunity to test concepts, tional offices, it has implemented international Campaign highlights included DGC’s workideas and pitches, and even get feedback on campaigns for clients including Hard Rock for digital firm Organic, which saw it namedproduct concepts for clients prior to pulling International, Shell Lubricants, Goodyear ‘Comeback Agency of the Year’ by AdAge,the trigger on the investment. It feeds into the Tire & Rubber Company, Mary Kay and The and helped secure several key placementsfirm’s established ResultsFirst methodology. In Walt Disney Company, working through an for CEO Marita Scarfi. DGC also helpedaddition, …Sequel provides a mechanism for established network of partner agencies.—PH Mxyer with the B2B and B2C launch of itsretelling stories after the initial media objective Social Radio app, and assisted BzzAgent’sis attained, amplifying coverage through development of the Humility Imperative DGCa variety of tactics. And Persona is a new platform.assessment tool that evaluates how the brand Marketing, advertising and entertainment DGC works primarily in the US, butis currently perceived online. NEW YORK H LOS ANGELES possesses strong a strong relationship with A diverse client portfolio spanning UK firm Eulogy, with which it shares threeautomotive, beauty, entertainment, fashion, FOUNDED in 2005, DGC sets itself apart from clients.—ASfood and beverage, nutrition and wellness, other firms via a laser-like focus on a specifichealthcare, pet products, retail, sports, client niche: the advertising and marketing space. The firm focuses primarily on agencies DKCtechnology, toys and juvenile productsand travel has helped the firm maintain and content owners, and any business for Marketing communications firm withan impressive growth trajectory, with new whom brand decision-markets are the most entertainment specialty and strong mediabusiness from Burger King, Hong Kong critical B2B audience. That focus has effec- relations capabilitiesTourism Board, South African Tourism, tively turned DGC into a firm that understands NEW YORK H ALBANY H CHICAGO H LOSPfizer Legal Alliance, Pfizer Consumer the marketing world like few others, and has ANGELES H WASHINGTON DCHealth, WebMD and Harley-Davidson resulted in impressive growth over recentcontributing to 17 percent growth (to around years. DKC (formerly Dan Klores Communications)$18 million) while work continues for The Walt The firm is the product of the singular vision was initially best known for its formidableDisney Company, Hard Rock International, of sole owner, founder and CEO Samantha media relations capabilities and its connec-Shell Lubricants, Goodyearm General DiGennaro, a 20-year PR veteran who tions and influence in the entertainment realm.Mills, Mary Kay, Del Monte, Casio, previously headed communications at ad Those capabilities are still formidable—few96 www.holmesreport.com
  • 95. Specialists, boutiques, small & mid-size firmsfirms have better access to top-tier New York including existing corporate clients such as Joe DePlasco, Diane Briskin, Williammedia—but over the past few years DKC has Delta Air Lines, Moet & Chandon, Jaguar/ Cunningham, Joseph Scott Miranda,diversified, establishing itself as one of the Land Rover, Yahoo!, Atari, Showtime and and Jeffrey Klein—rounding out a veteranbiggest and best independent brand marketing Michael Eisner’s portfolio of companies. To leadership team.and public relations firms in the country, pro- address the growing demand for strategic Growth of about 10 percent last year tookviding an impressive roster of corporate clients communications campaigns targeting the the firm to around $26.8 million in fee income,with the kind of strategic marketing counsel policy community in Washington, DKC enough to rank among the top 50 agenciesthat translates targeted media coverage into added Megan Pollock from the Consumer in the world, serving a client list that includesbrand and business results. Electronics Association, where has served as Delta Air Lines, Kraft, Yahoo!, Citi, Dis- It has also expanded beyond the director of division and policy communications. covery Communications, New Era, Landconsumer realm. Additional services include And the Chicago office has been set up to Rover, Cablevision, Cantor Fitzgerald,corporate communications, corporate social serve the firm’s Midwestern clients, including Land Rover, and Time Warner.—PHresponsibility, public affairs, and more recently Jim Beam Brands, BMO: Harris Bank,digital and social media and government Kraft, The James Hotel and national beauty DVL PUBLIC RELATIONSrelations. And the firm has expertise across retailer Ulta.multiple sectors including consumer products; Hershkowitz and Pollock join a leadership Corporate and marketing communicationsentertainment, music and fashion; government, team headed by president Sean Cassidy, NASHVILLEnot-for-profit, and education; healthcare; who oversees day-to-day client servicehospitality and lifestyle; and sports. operations and senior management teams and WITH its roots in Nashville, DVL Public Rela- And most recently it has expanded has been named one of the “Most Influential tions & Advertising (formerly Dye van Mol &geographically, adding offices in Chicago, Los New Yorkers” by New York magazine. Lawrence) has grown to become one of theAngeles and the nation’s capital to its existing Managing partner John Marino leads the largest marketing communications firms in theoperations in New York and Albany. The LA government, not-for-profit and education Southeast, serving a roster of local, regionaloffice, led by Brittany Hershkowitz (most groups, while managing director and chief and national clients. It is distinguished by therecently director of public relations for Hype of staff Matthew Traub heads the media length of its client relationships (an average ofCreative Agency) will focus on clients working business and provides crisis management 10 years, some dating back 40 years) and theirin and around the entertainment sector, counsel, with five more managing directors— breadth, delivering PR, advertising, collateral, STRATEGIC CORPORATE & FINANCIAL COMMUNICATIONS TRANSACTION COMMUNICATIONS LITIGATION SUPPORT SPECIAL SITUATIONS & CRISIS COMMUNICATIONS CORPORATE POSITIONING BINNEN ER V 1992 & INVESTOR RELATIONS D CO SAR MEDIA RELATIONS RY 2012 20 A T H R S A N NIVE New York 212.687.8080 | Chicago 312.895.4700 | San Francisco 415.618.8750 | Los Angeles 310.201.2040 | sardverb.com www.holmesreport.com 97
  • 96. Agency Report Card 2012interactive, and broadcast services in-house to collapse of the real estate sector and the sale relationships with their key clients. Few haveprovide clients with truly integrated campaigns. of the firm’s healthcare provider business the discipline to make the difficult decisionsDVL is led by five partners: John Van Mol, presented significant challenges—2011 that such a strategy entails: focusing on fewerchairman and CEO, is a cofounder of the firm provided some welcome stability. The real clients; eschewing new business opportunitiesand has deep roots in the Nashville social and estate practice, with its focus on helping when pursuing them would have a negativebusiness communities, serving as chairman of companies handle controversial siting issues, impact of client service; turning away work thatthe Nashville Songwriters Hall of Fame, and a continued to provide community outreach and doesn’t have the potential to develop into theboard member of the Tennessee Chamber of issues management support to clients across right kind of long-term relationship. But overCommerce; Tom Lawrence, vice chairman, is the United States, while the firm expanded the past decade or so, DeVries has shown thatanother cofounder and brings broad expertise its equivalent work in the mining sector, and it can be done.in corporate, financial and marketing communi- enjoyed healthy growth in the energy and The firm’s transformation—it started lifecations. President and COO Ronald Roberts pharmaceutical sectors. as a more conventional fashion and beautypreviously worked at The Nashville Network One key to that success is clearly the firm’s public relations boutique—began under theand taught public relations at Middle Ten- culture. Davies has been named Best Agency leadership of founder Madeline DeVries andnessee State University. They are supported to Work For in its category four times, and has accelerated in recent years under globalby Jimmy Chaffin, director of broadcast came in second last year. On the financial front, chairman Jim Allman, who joined in 2004and interactive, and Nelson Eddy, creative meanwhile, fees were up by about 5 percent after a career in the advertising business, anddirector. to a whisker under $10 million, and the client North Anerican chief executive Stephanie The firm works with a client roster that list includes companies such as AES, Exxon Smirnov. Those titles are new, as a resultincludes Jack Daniel’s, The JM Smucker Mobil, Kilroy, GenOn, Horizon Energy, of the recent announcement that DeVriesCompany (Martha White and White Lily), Padoma Wind Energy, Acciona Energy, is expanding beyond its US base with theBridgestone Americas, AmSurg and Ascot Resources, Aera Energy, Great Basin formal launch of five new offices in Asia andTractor Supply Company, with new Gold, Coal Mountain, Chadmar Group, Europe and the creation of the DeVries Globalbusiness last year from Old Time Pottery Sudberry Real Estate, Farrlon Capital, network, which will draw on talent from its Newand Corizon contributing to modest 2.5 Colony Capital, Snowcreek Resort, and York headquarters, as well as other Interpublic-percent growth and fee income of around Napa Redevelopment Partners. owned operations, to populate the new offices$5.4 million. A particularly notable campaign With a focus on crises and sensitive issues, and service global brands.saw the firm working with Corizon, a prison much of Davies’ most interesting work is The other new development of the pasthealthcare company, on everything from confidential, but the firm did receive SABRE 12 months is the launch of a new creativemessage development for both internal and Awards nominations for its community relations and strategic team that will enhance theexternal audiences to website development, work on behalf of GenOn Energy and its firm’s emphasis on planning. The new teamvideo production, and newsletter creation. The public affairs work for Rosemont Copper, integrated digital, creative and researchfirm also supported a new product launch for and continues to score impressive wins for capabilities into one holistic planning team, ledJack Daniel’s, Tennessee Honey, and a new clients. “Davies’ strategy and tactical ability is by senior director of research and analyticsprogram for the company, Operation Ride phenomenal,” says Chuck Lande of Chadmar Michael De Cicco, who has held positions atHome, designed to help military personnel get Group. “ I have used firms in the past, and they CBS News, The Intelligence Factory, Edelmanhome for the holidays. just don’t get it, but Davies worked 24 hours and in academia, and new additions Adrianna Most of DVL’s work is in domestic markets a day to figure out the real problem and how Giuliani, senior VP creative and strategicbut the firm is a member of the Public to overcome the issues. I have never found planning, formerly of Ketchum, and directoryRelations Global Network, a consortium another firm that works like that.” Adds Misty of digital strategy Andy Amendola, formerlyof independent PR agencies around the Allen, director, Mid-Atlantic external affairs for of 360i.world.—PH GenOn: ”Davies helped Mirant implement a That team has been providing insight, successful grassroots program to educate and strategy and creative content for award- engage the public on behalf of our Potomac winning campaigns such as Downy’s MikeDAVIES PUBLIC AFFAIRS River Generating Station and played a key role in Window (which featured comedian andPublic affairs firm with strength in in ensuring our supporters’ voices were heard sleepwalker Mike Birbiglia sleeping in theenergy, healthcare and real estate at public hearings and through the public com- window at Macy’s for a week as part of theLOS ANGELES ment period. Davies continues to aid Mirant on brand’s Clean Sheet Week campaign) and several fronts from crafting strategic messaging Pantene Goes Back to the 80s, reintroducingBASED in Los Angeles but serving a national to helping with employee grassroots activation old products from its hair care line. Otherclient base, Davies has carved out a unique programs.”—PH highlights include supporting Tide’s Olympicpositioning, specializing in helping organiza- program with the “My Story. Our Flag” project,tions deal with the not-in-my-backyard asking Olympic athletes and consumers to DEVRIES PUBLICsentiment that can derail major construction explain what the “red, white and blue” meanefforts even after legislative hurdles have been RELATIONS to them through Facebook and Twitter,cleared, utilizes highly targeted grassroots and Lifestyle and healthcare brand-building and Pantene’s partnership with Seventeencommunication programs to help their clients NEW YORK magazine to host the first National Donate Yoursuccessfully manage defining and high stakes Hair Day for the American Cancer Society.issues. MANY public relations firms acknowledge With 115 employees and fee income After a couple of turbulent years—the epic the desirability of building longer, deeper estimated at around $27.5 million, DeVries saw98 www.holmesreport.com
  • 97. Specialists, boutiques, small & mid-size firms growth in all sectors last year, including beauty; media—coupled with a depth of expertise in But one key to the firm’s success is a fashion and retail; health and wellness; food crises and transactions that is unusual outside commitment to building long-term partnerships and beverage; wine and spirits; and home and the major centers of New York and Washing- with its clients, and so existing clients made an lifestyle. It continues its work with longstanding ton, DC. equally important contribution, with expanding clients such as Procter & Gamble (27 years), Each of those practices grew in 2011, or ongoing assignments for A. Schulman, Boston Beer Company, Campbell’s, E & J contributing to an overall 15 percent increase AkzoNobel North America, American Gallo, and Warnaco.—PH in revenues. The investor relations practice Greetings, Cedar Fair Entertainment, led the way, with an uptick in both M&A and Diebold, Energizer Battery, Ferro, Forest DIX & EATON proxy activity, but it was a strong year for City Enterprises, GE Lighting, Glatfelter, crisis communications (most notably in the Jones Day, Kelly Services, KeyCorp, Formidable regional player with aviation sector); customer communications Libbey, Lincoln Electric, Lubrizol, strategic counseling capabilities and a (especially branding and corporate identity); UnitedHealth Group, the Cleveland strong investor relations group and in the reputation valuation arena, a Orchestra and the Rock and Roll Hall of CLEVELAND practice formalized in the second half of Fame and Museum. 2010 under the leadership of behavioral The firm’s 25-year relationship with The DIX & Eaton, which celebrates its 60th anniver- sary in 2012, operates on the simple premise economist Pamela Cohen. Key new clients Lubrizol Corporation meant that D&E was that communication matters, that communica- included The Coca-Cola Company and invited to help craft communications strategy tion in support of critical issues, can serve as Solo Cup (for reputation valuation); Pacific and messaging for the announcement that the a powerful engine to drive an organization’s Gas & Electric, Air Canada/Jazz and Boart global specialty chemical company would be performance. It sees its mission as using Longyear (crisis and issues management); acquired Warren Buffett’s Berkshire Hathaway. the experience, foresight and creativity of its Veyance Technologies and Roadsafe Similarly, the firm’s C-suite credentials were people to help clients realize the full power of Traffic Systems (customer communications), critical in its work on leadership transitions at communication and its services are structured Bob Evans Farms and New Source Energy Forest City, where the appointment of a new around specializations in communicating with (investor relations); Eaton Corporation (media president and CEO was particularly sensitive each of the stakeholder groups whose support relations and social media); and the Federal as it marked the first time in the company’s 90- is most crucial to an organization’s success— Reserve Bank of Cleveland (internal year history that it would be led by someone investors, employees, customers and the communications). outside the founding family, and at KeyCorp, communication matters public relations investor relations crisis communications www.dix-eaton.com2011 Ad.indd 1 9/13/11 4:33 PM www.holmesreport.com 99
  • 98. Agency Report Card 2012where D&E worked with the incoming that includes founder Harvey Englander—a In particular, Salzman has brought a thoughtCEO and her team to develop a “100-day” fixture on the California political and business leadership edge that has sharpened thepositioning strategy. The firm also continued scenes for about four decades—and partners firm’s positioning over the past 12 months.to counsel Cedar Fair Entertainment through Matt Knabe, a former deputy to Los Angeles Salzman’s background as a trend-spotter anda series of assaults by an activist hedge fund County Supervisor Don Knabe; Marcus Allen, futurist lends weight to Euro RSCG’s expertiseinvestor. who was deputy chief of staff to Los Angeles in such areas as prosumer marketing, and The firm has also continued to focus is on Mayor Antonio Villaraigosa; and Eric Rose, cause marketing. A centerpiece of thisattracting and (especially) retaining top quality who became an equity partner at the beginning approach is an annual trends report, whichtalent: turnover was lower than 10 percent in of last year. In addition, Jeff McConnell sighted more than 150 trends across 322011. More than half of the firm’s professionals joined the firm through EK&A’s acquisition of categories. The report is used extensivelyhave at least 10 years of experience at D&E, McConnell Government Relations and serves to support Euro’s positioning, supported byand half of the staff has taken advantage as senior vice president. specific white papers into political campaignof the opportunity to purchase stock in the The firm attributes its continued growth in spending and CEO positioning. In addition,employee-owned business. 2011 to the fact that those senior professionals Euro began to call itself @erwwpr, reflecting its D&E devises communications strategies for lead every account: EK&A does not employ focus on social media, where it often looked toimplementation in international markets, often any account executives, with strategy and generate insight into such events as the Royalpartnering with sister agencies in the Inter- implementation provided by partners and Wedding. A Buzz Group focuses on one-offnational PR Network, and has formed a joint senior vice presidents. It’s an approach that campaigns and fast moving retail topics; thereventure with the Potomac Alliance, a bipartisan has helped build a client roster of brands are proprietary programs to improve accountgovernment affairs firm, to extend its public and institutions that includes Westfield, management, social media trendwatching,affairs capabilities.—PH Motorola, Downey Regional Medical media relations and campaign management; Center, LegalZoom, Waste Management, and a credible strategic planning department.ENGLANDER KNABE & Enterprise, AT&T and the Los Angeles Over the past 12 months, there was Police Protective League, Affiliated particular growth from Euro’s healthcare team,ALLEN Computer Services, Maximus, Burlington with billings increasing by 75 percent in 2011,Public affairs firm with community Northern and Santa Fe Railway. and expected to surge 88 percent in 2012 to arelations, crisis and issues Much of the firm’s work is sensitive and $7.5m business. New business included AORmanagement capabilities confidential, but over the past 12 months duties for Advair, along with four new globalLOS ANGELES EK&A has helped guide a client through the clients. Janene Ferrara was promoted to litigation and legislative gauntlet after an activist global head of healthcare, after nearly doublingENGLANDER Knabe & Allen has flourished in group filed suit over online legal documents; the firm’s healthcare business since joiningdifficult times by bringing together all the ele- worked to protect the brand of a golf client in 2010. Euro also launched a ‘Health Buzzments necessary to create winning public af- that was forced to defend itself in a civil suit Group’ in response to growing client demandfairs campaigns for its clients. The firm’s roots under for discrimination; and assisted a major for splashy campaigns on small budgets.are in political campaigning, a background grocery chain in preparing for and managing The firm’s cause marketing efforts alsothat shapes its approach to public relations. potential negative fall-out in connection with a merit attention, and it makes a considerableSo research and analysis are important, but so new contract.—PH investment in service.is speed, and Englander moves quickly from Apart from Ferrara’s promotion, Euroresearch to form a hypothesis, test strate- now benefits from a relatively stable senior EURO RSCGgies, revise and implement them delivering leadership team. The glaring exception was theadvocacy and government relations, crisis WORLDWIDE PR 2012 departure of US CEO Lisa Rosenberg,communications, issues campaigns, commu- Multispecialist with consumer and barely a year after joining from Porter Novelli.nity relations, media relations, media training, business-to-business marketing expertise Other key senior leaders at the firm includeand a litigation support specialty that works NEW YORK H CHICAGO H PITTSBURGH mid-Atlantic president Katie McSorley, whowith several leading law firms. also leads ‘business 360’; SVP and director So the launch last year of a specialized THE transformation of Euro RSCG’s public of strategic planning Karina Meckel, whoEKA Campaigns division was in one respect relations operation continued over the past oversee ‘leadership’; and EVP and globala return to EK&A’s roots and in another a way 12 months, thanks in large part to the energy, brand director Ana Nennig, who heads socialto separate its formidable corporate work savvy and take-no-prisoners attitude of CEO business. In addition, Dalton Dorne relocatedfrom its efforts on behalf of candidates and Marian Salzman. The former advertising to New York from Singapore to become CMO,committees. Under the leadership of Chris executive joined the firm in 2009 from Porter and there were four hires on the healthcareBryan, a veteran of local, congressional and Novelli, and has since worked tirelessly to build team, including SVP Samira Thabet fromstatewide races who worked on Jeb Bush’s a US public relations operation commensurate Weber Shandwick.first successful gubernatorial run in Florida with the firm’s European corporate com- The firm now reports fee income of aroundand were regional political director for Meg munications presence. Once considered by $14m, which it expects to rise to almost $20mWhitman’s run for the California governorship it many, this publication included, as something by the end of 2012. Major new businesswill focus on issues campaigning, independent of a lost cause in North America, Euro RSCG wins included Amtrak, Chiquita, global PRexpenditures, and targeted candidate Worldwide PR now punches well above its duties for Coty, Durex, Ffawn, Ford’s CSRconsulting. weight - testimony to the manner in which program, GE Lighting, Urban Zen and Bryan joins an impressive leadership team Salzman has been able to reinvigorate the firm. grassroots group The French Will Never100 www.holmesreport.com
  • 99. Specialists, boutiques, small & mid-size firmsForget. They join an existing client roster that “Euro RSCG’s outstanding work was a EXPONENTincludes Bayer MaterialScience, Emerson major factor in our 2011 program success,Process Management, Home Base Food and beverage and helping Ford Warriors in Pink increase apparel health and wellness specialistProgram, Kmart, PPG Industries, Sanofi, sales and donation back to the breast cancerTransitions Optical and Sears. In 2012, the MINNEAPOLIS cause,” said Melissa Rush, vice president offirm also added new assignments from the brand content and alliances, Ford Warriors in EXPONENT, the public relations division ofMiami Ad School, Paperless Post, DieHard Pink. “The team is enthusiastic, resourceful Midwestern advertising agency Colle+McVoy,and StamfordLights, along with four major and pro-active. Moreover, they are dedicated began life as a specialist in the agribusinesshealthcare projects. and passionate about the work and have been and business-to-business arenas, but in recent Euro’s work continues to impress. The firm able to secure press coverage in prominent years has broadened its expertise to includebelieves that its cause marketing efforts are national and lifestyle pubs.” a cross-section of food industry clients (fromits best source of new business and creativity, farm gate to table plate) as well as other health There has been plenty of recognition for theand demonstrated that by bringing together a and wellness companies. It has also expanded firm’s acceleration, including a string of awardsrange of celebrities with causes, such as Bill the scope of its services, moving beyond and nominations for work and talent.Clinton, Jon Stewart and Bruce Springsteen the kind of product publicity expertise that is As part of its “loose association” with thewith the Stand Up for Heroes fundraiser; expected from the PR division of an ad agencyMichelle Obama with Sears Heroes at global Euro RSCG Worldwide operation, the toward a full-service approach—includingHome; and, Jennifer Aniston with Ford’s firm has access to 60 offices operating in 38 strong digital capabilities and an emphasis onWarriors in Pink breast cancer awareness countries, staffed by 1,500 professionals. measuring business results—befitting a strong,initiative. Indeed, the Sears CSR assignment The network also includes leading financial independent PR firm. Last year also saw therepresented a breakthrough initiative, around a communications firms including Abernathy launch of a hub called The Foundry, whichsong contest that drove considerable coverage MacGregor in the US, Maitland in the UK and uses state-of-the-art software to monitor,and helped Heroes at Home raise $4m. C&O in France. Euro also works with UK firm analyze and respond rapidly to traditional,Another campaign highlight saw Euro leverage Cake when relevant.—AS online and social media conversations.its insight into hyperlocal trends for the benefit But the real point of differentiation is a focusof Amtrak. on creating and sustaining belief in clients’ Corporate and Financial Public Relations Public Affairs Investor Relations Crisis and Litigation Support Transaction Communications Sloane & Company is an an industry-leading strategic communications firm specializing in corporate Sloane & Company is an industry-leading strategic communications firm specializing in corporate andand financial public relations, investor relations, transactionsupport, crisis and litigation support and publicfinancial public relations, investor relations, transaction support, crisis litigation support and publicaffairs for international, domestic, public and private organizations.affairs for international, domestic, public and private organizations. Recently named Crisis Holmes of the Year, we partner with Year, we partner with companies whose vision, Recently named 2012 Agency Report Crisis Agency of the companies whose vision, intensity andcommitment to excellence matches ours. matches ours.intensity and commitment to excellence Sloane & Company 7 Times Square New York, NY 10036 P: (212) 486-9500 www.sloanepr.com www.holmesreport.com 101
  • 100. Agency Report Card 2012brands. That requires a holistic approach many of its UK peers, the firm has survived agency Fahlgren. The agency—since renamedthat starts with the desired impact and then and thrived in an American consumer PR Fahlgren Mortine—then acquired Columbus-focuses on the influencer strategies and industry that is some distance removed from based GRIP Technology and certain assets ofexecutional tactics necessary to achieve that the UK environment. This is probably down to Dayton-based Sabatino Day, integrating theimpact. Examples include Project Pet Slim a few factors: long-term commitment to the various business and ending up with a $9.5Down, an initiative for Purina that addresses market, perhaps aided by its independence; million PR business across five Ohio officespet obesity epidemic through a strategic the right selection of leadership talent; and, a (Cleveland, Cincinnati, Columbus, Dayton andpartnership with Jenny Craig; the launch of broad philosophy that positions the firm as an Toledo) with smaller operations in Atlanta;Fiber One 90-Calorie Brownies for General integrated creative comms shop, rather than Chattanooga; Denver; Fort Lauderdale; MyrtleMills by breaking through in the cluttered diet- just another consumer PR agency. Beach; and Charleston and Parkersburg, W.food category with a “Beat the 3 pm Slump” So far, the approach has paid off. Exposure Va.platform that generated features on the Today 2011 fees were $3.7m, representing another Edward Howard was well known for itsShow, Dr. Oz and Good Morning America year of steady growth. The agency added a unusual strength in public affairs and crisisand helped drive sales 78 percent higher than consumer PR unit to complement its existing communications, but was a full-service firmexpectations; or developing “The Dirty Truth” strength in fashion PR, also launching a in the true sense, with corporate, financialcampaign for Novartis, to educate consumers specialist digital/social practice, and importing and business-to-business capabilities to theabout fleas and how dog-owners can deliver its UK brand strategy division The Gild to fore but additional expertise in marketingthe best care to their pets. New York. Exposure’s core services include communications, experiential marketing, and “The Exponent team is made of an excellent creative direction, content creation and internal communications; Fahlgren Mortinegroup of people who consistently deliver bright consumer/fashion communication. The firm is perhaps better known in the marketingideas and quick turnaround on projects,” takes particular pride in what it describes as communications arena and brings strongsays Bill Hansen, director of global marketing its “network of connected cultural influencers”, digital and social media capabilities to thefor medical device company IBA. “Their which it uses to help brands build elusive word mix. Since the merger, barriers betweenunderstanding of our business and market has of mouth. the advertising, digital and public relationshelped us develop stories and events that hit The firm is led by managing partner and businesses have been broken down andat the heart of our quest to build awareness for head creative Tom Phillips, who launched efforts to encourage employees to “thinkproton therapy, and our fight to treat cancer in Exposure USA in 2004. Phillips is supported wider” have resulted in the rebranding and ina more compassionate way.” by Matt Arrowsmith, which was hired as PR a heavy emphasis on content creation across Exponent enjoyed its seventh consecutive director last year. Sarah Bronilla and Leslie disciplines.year of growth in 2011, up by about 9 Bishop oversee the fashion PR operation. A strong management team is led bypercent, expanding its food, wellness and Key clients include Coca-Cola and Fahlgren Mortine president and CEO Neilagricultural categories with assignments from Rockport, while Exposure added new Mortine; chief operations officer BryanInternational Olive Council, American business in the shape of Campari, Converse Haviland, a 30-year public relations veteranHeartworm Society, Farm Credit Services and Badoo. The firm’s work for the latter who has held corporate communications rolesalong with organic growth from Land brand was one of the highlights of its year, at Nationwide and Dow Chemical; and chiefO’Lakes, General Mills, Novartis and as it introduced social network Badoo to a engagement officer Melissa Dykstra, whoDuPont. The latter two are among the firm’s US audience following successful launches has held corporate positions with Nationwidelargest clients along with Nestlé Purina and in Europe and South America. The program and Bridgestone/Firestone. Additions in 2011the International Olive Council. tapped into Badoo’s ability to help people included vice president Christy Bykowski, The firm is led by Tom Lindell, a veteran form new connections, selecting 26 New who will be managing the Cleveland officeof Washington DC and senior roles with Yorkers to front the campaign following following the relocation of current managingFleishman-Hillard and Twin Cities powerhouse a three-day photoshoot that attracted director Aaron Brown to the firm’s ColumbusCarmichael Lynch Spong, who was named as thousands of people. headquarters.managing director in 2009. He is supported Exposure can call on international capabili- The firm’s clients include McDonald’sby Bernice Neumann, who oversees the ties through a network that includes offices in (serving as agency of record for six co-opsburgeoning food and nutrition practice; Carol London and Tokyo.—AS in Ohio and Florida for more than 35 years),Anderson, recent president of the National Kroger (AOR for more than 15 years), KiddeAgri-Marketing Association, who joined in 2011 and the Ohio Office of Tourism (AOR for FAHLGREN MORTINEas a senior strategist; and Bob Gagne, strate- more than 10 years), Emerson, Cardinalgic and crisis management director, who also Multi-specialist firm Health, Balloon Time, Worthingtonleads Exponent’s public affairs discipline.—PH COLUMBUS, OH H ATLANTA H CINCINNATI Industries, Sherwin-Williams, Grange H CLEVELAND H DAYTON H DENVER H FT Insurance, Crown Equipment, Leggett LAUDERDALE H TOLEDO & Platt, Kent State University and DHLEXPOSURE Supply Chain. There was new business fromConsumer, lifestyle and fashion marketing WITH an 80-year track record, Edward Howard Donate Life Ohio, the Myrtle Beach AreaNEW YORK was justifiably proud of its status as the longest Chamber of Commerce and Convention established independent public relations firm in & Visitors’ Bureau, Nova SoutheasternALREADY well-established as one of Europe’s the United States. That status came to an end University, the Ohio Department of Alcoholpremier consumer agencies, Exposure in the first few weeks of 2010, as the firm was & Drug Addiction Services, the Parkerlaunched its US presence in 2004. Unlike acquired by marketing and communications Hannifin hybrid drives systems division,102 www.holmesreport.com
  • 101. Specialists, boutiques, small & mid-size firmsand SAT and The College Board. Those wins account team. From my perspective, Fahlgren Fineman has also invested in making surecontributed to better than 11 percent growth Mortine has improved our company’s industry that his firm is not seen as a one-man band,and year end fees of around $10.5 million. position with its public relations efforts.” building a senior team that includes 14-year Long-known for work that impresses clients Most of FM’s work is in domestic markets, agency veteran Heidi White, vice presidentand awards judges equally, the firm continued but the firm is also part of IPREX, one of the Lorna Bush (10 years), Mosaico directorto deliver strong results in 2011: it managed world’s largest public relations networks.—PH Juan Lezema, and group supervisors Rachelan integrated campaign incorporating national Bennett and Michael Kellner. New in 2011media relations, trade media, analyst relations, FINEMAN PR was account supervisor Katie Young, whointernal communications, design, events joined from Washington, DC, public affairsand advertising to unify 80-year-old Brush Consumer, crisis and specialist Qorvis.Engineered Materials under a new brand, Hispanic market public relations After a strong 2010, last year was moreMaterion; it planned and executed a series of SAN FRANCISCO about consolidation, and fee income was flat,community events in four major cities across although there was new business from thethe country to unveil a new community garden MICHAEL Fineman’s firm has long been Autism Research Institute, the Nationalto local residents and media, supported by known for its ability to approach consumer Outdoor Leadership School, SterlingScotts Miracle-Gro; and it helped manage public relations—particularly in the food and Meat Company, Girl Scouts of Northerna Guinness World Record-breaking largest beverage sector—with a broad, brand-building California, UC Hastings College of thecandlelight vigil to raise awareness for organ, mindset. But in an increasingly competitive Law, Mendocino Wine Company, Olympuseye and tissue donation on behalf of Lifeline environment, Fineman recognized the need for Real Estate Partners, The Limited andof Ohio. more specialized approaches to set his firm KonaRed, a “superfruit” beverage from Hawai. “I can’t believe that there is an agency apart, developing a crisis communications spe- The firm continues to do much of itslocated in my backyard that has this type of cialty and an expertise in marketing to Latino most impressive work for longtime clientbusiness-to-business experience and the and other multicultural populations (under the Foster Farms, however, highlights last yearcapabilities to write such technical materials,” Mosaico brand) and more recently emphasiz- included brand PR to raise awareness forsays Peter Thomas, chief strategic officer ing the firm’s commitment to using a variety of the company’s second annual Fresh Chickenfor FIAMM. Adds Dave Helmstetter, publicity visual media—including a wide range of digital Cooking Contest and its commitment toadministrator, for Crown: “We have an content—to help clients tell their stories with delivering locally grown fresh chicken to storesexcellent, growing relationship with FM and our creativity and impact. in 48 hours or less. The firm also helped Financial Public Relations | Investor Relations | Crisis Communications | Mergers and Acquisitions Restructurings | Bankruptcies | Litigation Support | Shareholder Activism www.joelefrank.com | 212.355.4449 | New York www.holmesreport.com 103
  • 102. Agency Report Card 2012Foster play a leadership role in the industry’s services, including corporate and marketing what’s going on in San Diego, where localEat Local, Buy California Grown campaign. communications, media relations, public boutique Formula PR has established itselfIts Latino division, meanwhile, worked on a affairs, corporate responsibility, digital and over the past few years as a serious player onsales support program for Annabelle’s Candy social media expertise, and multicultural the regional and national stages.Company, and managed Latino community capabilities across a variety of sectors Formula was founded in 1992, but it is onlyoutreach for Autism Research Institute’s Las including technology, consumer, travel and over the past few years that a combination ofVegas conference. economic development, energy and the award-winning work and impressive growth Fineman has been an active member of environment, health services, mobile and has forced those outside of its local marketthe international agency network IPREX since telecom, and the arts. But the firm will be to sit up and pay attention. The firm attributes2000.—PH distinguished by its culture as much as by its that success to its storytelling approach, portfolio of services. Finn has talked about which helps companies craft compelling brandFINN PARTNERS his desire to return to his entrepreneurial narratives, creating a vehicle for clients to roots—“the leader of an independent agency connect with consumer and other stakeholdersMultispecialist with can follow his own vision and create the kind of in a way that truly resonates.strong technology capabilities culture he believes in”—and to create a work A full-service firm, Formula offers mediaNEW YORK H CHICAGO H LOS ANGELES H SAN environment that ranks among the best in the relations, blogger outreach, social media,FRANCISCO H WASHINGTON, DC industry, one where “every member of staff will influencer programs, marketing promotions, be a partner” and where collaboration is key. and brand activation (via a specialist unit,THE announcement that Peter Finn would The firm has already established its Finnstitute Formula Street), to a variety of clients in thebe spinning a new independent agency off training program and its Amp mentoring technology, sports, entertainment and travelfrom Ruder Finn, where he served as co-chief initiative. sectors. The firm also offers Hispanic PRexecutive alongside his sister Kathy Bloom- The firm will also focus on building lasting services through sister agency Formulatingarden, came early in 2011, but the new firm relationships, with clients and for them—a and has established three specialist panelsdid not formally open its doors until December, commitment evident from its work with that supplement its expertise in reachingby which time the size, structure and strategy Hyundai on that company’s corporate social specific audiences: Mommies Who Care (athat together would establish Finn Partners responsibility initiatives; on the revival of the 250-person panel of moms); The Collectiveas a major new independent had been widely NetZero brand and the launch of its 4G (9,000-person database of millennials); anddiscussed. mobile broadband; and its digital initiatives on Nueva Latinas (a 1,500-person database of The firm launched with fee income of $23 behalf of Blue Care Network of Michigan, Hispanic women).million (expected to grow to around $30 million including the Healthier Michigan blog and a The firm is led by president Michael Olguin,by the end of its first full year in business) and campaign to encourage healthy play. who launched the firm after working with LA-more than 100 clients, including longstanding Going forward, one area of focus will be the based Cooper Communications, and seniorrelationships with Bosch Home Appliances, mid-market, which Finn defines as organiza- vice presidents Ditas Mauricio (who leadsCTIA The Wireless Association, Dole tions with up to $1 billion in revenues (including the consumer products and travel business)Packaged Foods, Hyundai and its Hope private and public companies and divisions and Emily Porter (business and technology).on Wheels cause-marketing initiative, the of Fortune 500 companies), a segment that A key addition in 2011 was Debbie Etchison,Jamaica Tourist Board, Liz Claiborne, includes 195,000 companies across the US, who joined as vice president of the sports andLogitech, Marsh, The Jim Henson accounts for 34 percent of all jobs, and is entertainment division, based in Los Angeles,Company, The North Face, the Robert expected to grow significantly in 2012. On the after stints at Atomic PR and Hill & Knowlton.Wood Johnson Foundation, Rosetta international front, in addition to its own office The past 12 months saw strong double-Stone, StubHub, Treasury Wine Estates, in Israel, Finn Partners will continue to have digit growth for the second consecutiveand Vonage, and new business picked up in access to the Ruder Finn Group’s international year, with fees up by 30 percent to aroundthe preceding months from brands such as operations, which include offices in London $11.5 million (with the consumer tech andActive Network, the American Association and Paris and an extensive network in the business technology divisions leading the way),of Orthodontists, IEEE, Harper Collins Asia-Pacific region.—PH enough to rank Formula among the top 30Publishers, and TomTom. independent PR firms in the US. Major clients The management team is equally include Kashi, Pinkberry, Newcastle Brownimpressive, with managing partners Peter FORMULA PR Ale, Swiss Army Victorinox, BehrPro,Finn, Noah Finn, Richard Funess, Anne Multispecialist with strong PADI, KLA-Tencor, art.com and Sun-MaidGlauber, Dena Merriam, Gail Moaney, Hispanic marketing capabilities Raisins. New business over the past yearPhilippa Polskin, Howard Solomon, SAN DIEGO H LOS ANGELES H NEW YORK came from Activate Drinks, Belkin, HEX,Alicia Young, and Ron Rogers (founder of Kriser’s, Room Mate Hotels, TRYP byLA-based Rogers & Associates)—most of WITH Silicon Valley serving as the center of the Wyndham, Victorinox Swiss Army, JDate,whom have worked together for about 20 technology public relations business, a thriving Aqua Lung, Ormco, Shure, Nestle, Skeeteryears—leading an operation that includes consumer and entertainment PR sector in Los Snacks, T3 Media and Tru Fragrance.19 additional partners and about 180 team Angeles, the nation’s second largest public Highlights included an effort to connectmembers, spread across offices in New York, affairs market in Sacramento, and a wide Pert Plus to its core demographic of 25 toChicago, Washington,DC, San Francisco, Los range of successful firms in San Francisco, it 45-year old men via an online campaign thatAngeles and Israel. would be easy for even a dedicated follower asked, “Who has the best hair on TV?”; efforts Finn Partners offer a wide range of of California’s public relations industry to miss to position Bohemia as the highest quality104 www.holmesreport.com
  • 103. Specialists, boutiques, small & mid-size firmsMexican beer by partnering with the Frida changes of control; a wide variety of crisis spin-offs, including ITT’s separation into threeKahlo Foundation; and the SABRE-recognized communications, including bankruptcy and independent, publicly traded companies and“Most Honest City in America” campaign restructuring, litigation, product liability, L-3’s spin-off of Engility, part its governmentfor Honest Tea. For Conoco Phillips, regulatory investigations and sanctions, services business segment.meanwhile, “Formula has been a great partner management succession, earnings surprises But the firm works with more than 200for over a decade,” according to director of and labor strife; and a growing public affairs different clients, including many that initiallybrand management Marshall Cohen. “I love and issues management business, developing retained JFWBK for special situationstheir responsiveness and enthusiasm for our campaigns that help clients address policy and have continued the relationship onbusiness. They are also extremely proactivein driving media relations results, and have issues on state and federal levels. And in long-term retainers for public relations andbeen integral to our Marketer communica- 2011, it worked on a number of high-profile investor relations, impressed by the firm’stions programs’ success. But what impressesme the most is how they have always beencreative and strategic in helping us address ourchanging business needs.”—PHJOELE FRANK,WILKINSON BRIMMERKATCHERFinancial, corporate and crisiscommunicationsNEW YORKLAST year was another strong one for JoeleFrank, Wilkinson Brimmer Katcher, our 2011Financial Agency of the Year, most obviouslyin terms of the mergers and acquisitions arenathat often defines success in the rarified level atwhich JFWBK operates. The firm was numberone in mergermarket’s ranking by value ofdeals working (handling 87 deals worth acombined $170 billion) and climbed to numbertwo in terms of volume (it actually rankednumber one in Corporate Control Alert’s similarleague table), helping to keep companies suchas Airgas, Clorox, Family Dollar, Lionsgate,Potash and Tenet independent in the face ofhostile bids. The firm was equally successful defendingcompanies against professional shareholderactivist campaigns, in part by turning crisisinto opportunity and driving home messagesthat reinforce the company’s long-termstrategic goals. The firm was retained todefend Oshkosh against Carl Icahn, whodisclosed a 9.5 percent ownership stake andnominated six candidates to the 13-memberboard of directors while publicly supportinga merger between Oshkosh and competitorNavistar. Oshkosh shareholders elected all13 of the Company’s director nominees atthe 2012 Annual Meeting of Shareholders.JFWBK also helped Illinois Tool Works withcommunications strategy after Relational Bret Werner, Managing PartnerInvestors took a stake, turning what could bwerner@catalystpublicrelations.comhave been a confrontational relationship into a 212.714.7902 · catalystpublicrelations.commore cooperative agreement. The firm’s expertise also includesproxy fights, spin-offs, IPOs and other www.holmesreport.com 105
  • 104. Agency Report Card 2012straightforward, independent, strategic advice; through the communications clutter to deliver media, you need people who understand theits deep relationships with Wall Street opinion real marketing results. Public relations fees in importance of immediacy—the immediatemakers, the financial press, and the arbitrage 2011 were relatively flat, hovering around the impact, the immediate response, thecommunity; and its deep bench of talent. $13.5 million mark, but that figure does not immediate conversation. French/West/Vaughn The latter was expanded in 2011 with the include digital or creative services revenues, has years’ worth of the back and forth withaddition of Michael Freitag, formerly with which have continued to grow. our brand, with the end consumers and withrival Kekst, as a partner. He joins a team that It is that expansion beyond traditional public the media. They are trained to engage in thatincludes Joele Frank herself (a veteran of relations that most clearly differentiates FWV back and forth. Social media is a natural fit300-plus “special situation” assignments); from its midsize competitors. French’s firm for them.”name partners Andrew Brimmer, and Daniel was one of the first PR agencies to jump into FWV is a member of IPREX and work withKatcher; and partners Steve Frankel, the integrated marketing space with its 2001 other network members to serve clients acrossBarrett Golden, and Matthew Sherman, acquisition of advertising boutique West & multiple continents.—PHwho lead an experienced team of 60 that Vaughan, and it took another decisive stepincludes more than a dozen managing in 2008, making a deal with national creative GCI HEALTHdirectors and directors. hot-shop Distill, which it combined with its The firm “was an invaluable advisor leading own advertising division to form FWV Distilled, Healthcare public relationsup to and during our initial public offering at a full-service ad agency. Revenues from NEW YORK H ATLANTA H BOSTON H LOSthe end of 2011,” says Kevin Clark, senior vice that digital business, encompassing website ANGELES H SAN FRANCISCO H TORONTOpresident and chief financial officer at Delphi. development, search engine optimization,“The team was able to distill complex legal mobile app development and social media GCI Health, formed following the 2008 mergerand financial information into simple themes to marketing, are today the fastest growing part of WPP’s GCI Group and Cohn & Wolfe, hashelp articulate Delphi’s business imperatives for of the overall business. established itself over the first three years ofour many audiences.” Adds Jenny Schiavone, The firm also opened a Los Angeles its life as one of the premier specialists in aglobal head of communications for ITT: office, focused on the growing sports and crowded and competitive sector, and after“Throughout a year-long spin-off process, entertainment practice, to supplement its picking up our Healthcare Agency of the Yearthe Joele Frank team provided sophisticated existing operations in Raleigh, New York and accolade in 2011 showed no inclination to reststrategic counsel, savvy PR advice, Tampa. on its laurels. Over the past 12 months, thestraightforward leadership and seamless The firm continues its work for clients firm rose to the challenge presented by theexecution. The team was highly experienced such as Wrangler, Swiss energy giant “perfect storm” facing the healthcare indus-and professional, and collaborated well with ABB, Fidelity Investments, Hood River try—economic crisis, industry consolidation,our internal team, as well as our external Distillery, Justin Boots, Melitta Coffee generic competition, diminished pipelines andadvisors.” Company; the Royal Bank of Canada, new legislation—by building a team of experts From its office in New York, the firm works Moe’s Southwest Grills, the V Foundation with strong strategic thinking, scientific acu-on many international projects, cooperating for Cancer Research and the International men, and industry and influencer relationshipswith select local firms.—PH Gemological Institute, and picked up new and expanding its 360° approaches to patient business from British consumer technology communications. company Gear4 (makers of the wildly At the center is a philosophy that “putsFRENCH/WEST/ popular Angry Birds peripherals), NFL star patients first.” A passion for the patientVAUGHAN has at least a couple of clear benefits: it Arian Foster of the Houston Texans, theMultispecialist best known for Gemesis Diamond Company, privately- motivates employees (imbuing the work withits brand-building work held software company SaS, and defense a meaning that’s not always quite so clearRALEIGH H LOS ANGELES H NEW YORK H contractor TigerSwan. when PR people are promoting consumerTAMPA Perhaps the most high-profile assignment or business products) and it focuses the saw FWV working to celebrate the mind on solutions that engage the intendedIT’S one thing to build a North Carolina-based 100th Anniversary of the storied Central audience and motivate real behavior changes.public relations firm into one of the nation’s Intercollegiate Athletic Association, the It also resonates with clients who are dealingleading consumer PR independents; it’s nation’s oldest association of historically with a radical shift in the patient-provideranother to turn it into the premier firm in a black colleges and universities. Other notable relationship. GCI’s ability to connect withparticular niche; and it’s quite another to turn work included Wrangler’s acclaimed and individual patients, advocacy groups andit into a marketing services powerhouse with award-winning Next Blue crowdsourcing other stakeholders in a way that is empatheticcapabilities extending beyond PR into advertis- project, which encouraged consumers to and respectful is a critical advantage in an ageing and digital. So how impressive is it that submit their designs online and help create that demands a transparency and authenticitywith French/West/Vaughan, Rick French has the next generation of Wrangler jeans; and an that have not always been hallmarks ofbeen able to do all three. “Analytics Superheroes” campaign for SaS healthcare PR. Over the past decade, French has taken the and Teradata, its British development partner. Specific initiatives include an expandedfirm he founded and established it as one of “Good ideas can come from anywhere,” media offer under the leadership of MaryEllenthe nation’s top 20 independents, competing says Craig Errington, VP of marketing O’Donohue, cultivating relationships with topwith the best of the big New York agencies to communications for Wrangler. ”But the best tier national print and broadcast, long-leadwin its share of blue-chip business, generating ones, the biggest ideas, are the ones rooted consumer health such as women’s books,award-winning creative programming that cuts in the deep knowledge of our brand. In social as well as critical online and local health106 www.holmesreport.com
  • 105. Specialists, boutiques, small & mid-size firmsmedia. On the stakeholder relations front, four senior vice presidents: Becky Lauer, “GCI Health is an impressive agency,” saysthe firm hired Kim Sammons, formerly with who previously spent 11 years at MS&L as Crystal Muilenburg, director of corporatethe cause alliance firm For Momentum, to director of broadcast media/global health; affairs and public relations at Allergan.lead engagement with patient advocates. Catherine Falcetti, another 11-year MSL “We began working with them in a limitedThe firm has also been in the forefront of the veteran; Andrea Pelliciari, previously a team capacity, and they executed flawlessly. Asmove toward personalized medicine, helping leader at Chandler Chicco; and Julie Fleisher, a result, we have extended our relationshipcompanies explain complex new treatments a corporate communications expert who joined with them to encompass our most high-while managing patient expectations to avoid from Ruder Finn. They join a team that includes profile and challenging brands. Time andover-promising. former MS&L healthcare practice leader time again they offer creative and thought- The payoff was impressive 35 percent Wendy Lund, who serves as chief executive; provoking recommendations and aregrowth in 2011 (an improvement on the 30 president Jill Dosik, a 16-year GCI veteran able to deliver results.” Jeff Boyle, seniorpercent growth the previous year), with 100 and regulatory expert; New York market leader director of public affairs for Biogen Idec,percent client retention and new business in Kristin Cahill; newly promoted executive VP praises the firm’s “client-focused attitude”beauty and aesthetics, consumer healthcare Valerie Lind; and new Chicago market leader and the fact that it “understands what isand health IT and in diverse therapeutic areas Aimee Huss. important to us and our brands. They aresuch as CNS, oncology, women’s health, One highlight last year was a SABRE- smart, strategic and constantly deliver newmental health and urology. The firm does not nominated educational campaign for Allergan’s ideas and creative thinking that reflects andiscuss its clients, but is known to work with Botox, which encouraged patients to seek understanding of the patients we are allmarket leaders such as Allergan, Boehringer treatment for chronic migraine, working working to help.”Ingelheim, Genentech, Johnson & with campaign ambassador Mindy Weiss, a In addition to its US operations, GCIJohnson and Merck, among others, with celebrity event planner, the National Headache Health has an office in Toronto and Europeannew business in 2011 from the American Foundation and HealthyWomen. Another was operations in the UK and Germany. Its parentAssociation of Nurse Practitioners, the rebranding of Endo Pharmaceuticals company, WPP, has an extensive globalAstraZeneca, Biogen Janssen following several high profile acquisitions. network and the firm also has its own partnersPharmaceuticals, and Novartis. The firm also handled confidential crisis in key markets.—PH In addition to Sammons, who also leads management assignments including drugthe firm’s Atlanta office, GCI brought on board shortages and a number of litigation issues. Discover what sets Zeno Group apart. www.holmesreport.com 107
  • 106. Agency Report Card 2012GABLE PR breakthrough technologies in the conduct of The past couple of years have seen thought war. The firm is a member of IPREX and can leadership initiatives designed to expand andMultispecialist draw on international network resources as elevate the firm’s unique capabilities: a newSAN DIEGO needed.—PH methodology designed to help organizations identify and leverage their unique, authenticGABLE PR founder Tom Gable literally wrotethe book on client service in public rela- GAGEN MACDONALD “corporate purpose,” and last year the launch of Let Go & Lead, an online communitytions—his PR Client Service Manual, now in Strategic corporate and employee dedicated to leadership that includedits fourth edition, is sold through the Public communications interviews between MacDonald and leadersRelations Society of America—and so it’s no CHICAGO such as Howard Schultz of Starbucks, radiosurprise that when you ask Gable employees personality and author Mitch Albom, andand clients what sets the firm apart, they focus TO earn the much-vaunted “seat at the table,” designer Bruce Mau. The firm also added toon service: senior-level involvement, multiple in-house public relations professionals need its leadership development efforts with thetouch points, open lines of communication, the to develop and execute strategic plans that launch of The Online Learning Institute, whichability to think and act like an extension of the deliver results, particularly in tough economic provides clients with access to a vast range ofin-house marketing or PR department. times when every dollar invested into corporate resources. Another Gable tome, The Guru Program, communications must be justified in terms MacDonald’s leadership team includesguides much of the firm’s strategic and of business outcomes. Gagen MacDonald is Rose Gailey, who leads the “buildingcreative thinking, focused on elevating clients one of a handful of boutique communications capabilities” team; Peter Debreceney, ato thought leadership positions via a range consultancies around the country that can help 35-year corporate communications veteran;of tactics including media relations, trade them do that, a capability formalized in recent and Sherry Scott, who has been with the firmrelations, government relations, speaking years through a series of one-day seminars since its inception. New in 2011 were severalengagements, and social media. It’s an designed to equip clients with the tools to consultants including Greg Carlisle (formerapproach that the firm has applied to a diverse reach beyond their reactive role and develop a VP of marketing and communications forset of clients, in sectors from hospitality to planning process that focuses communications staffing and recruiting firm Hudson); Williamgeothermal energy to technology to food efforts on key business drivers.and beverage. Gable also has a strong crisis Conroy (who previously led the new student If that doesn’t sound like a traditional publiccommunications capability, unusual for a firm recruitment function for Embanet-Compass, relations agency function, it’s because Gagenof its size. a service provider to higher education), MacDonald refuses to be bound by traditional With a team of about half a dozen Scott Healy (most recently CEO of one of definitions. Founded by former Navistarprofessionals, led by 33-year veteran Gable Connecticut’s largest business improvement communications chief Maril MacDonald withand newly-added director of public relations a focus on employee engagement, the firm districts), Hillary Magee (who joined fromEmily Forgeron (formerly of Porter Novelli has built a small core team of counselors that Edelman to give the firm a presence in Newand Qualcomm), the firm enjoyed good growth includes numerous JDs, MBAs, PhDs, and York), Amanda Samuels (who led internalin 2011. It continued its work with clients individuals holding advanced degrees across communications for United Airlines forinclujding AT&T San Diego, Bridgepoint a spectrum ranging from art theory to library three years) and Ann Simon (based in SanEducation, Hotel Palomar San Diego, sciences. As a result, the firm has gone way Francisco, where she previously worked withCubic Corporation (an NYSE-listed beyond the traditional newsletters and events Charles Schwab).defense, transportation, telecommunications focus of PR firms that venture into the internal The firm added several new clients incompany); toll road developer Cofiroute USA; communications arena, developing a line of 2011, including Rockwell Automation, ITT,and Transportation Corridor Agencies. products and services that focus on using Ingersoll Rand, Navigant Consulting,New additions included EnergySource, a communications to help organizations turn Lundbeck Pharmaceuticals and severalgeothermal utility company; Hot Dog on a strategies into bottom-line results. confidential assignments, while continuing itsStick, a west coast fast food icon; Hotel La So over the past 12 months, the firm has work with current clients The Hartford, Pfizer,Jolla (a second Kimpton Hotels property); worked with several clients undergoing shifts Stryker, Johnson & Johnson, and TheGuild Mortgage; and DOG TV. to their business strategy to align strategy, Coca-Cola Company. The work for Pfizer, For the latter, Gable PR generated media structure and culture, creating an environment supporting an ambitious program to acceleratecoverage from Jay Leno, David Letterman, that fosters the highest levels of employee its worldwide research & developmentUSA Today, and numerous leading national engagement and performance. In some turnaround strategy, focused on engagingoutlets for the San Diego launch, a precursor cases that involves aligning leaders around a leaders and colleagues to drive the R&Dto a national rollout. “The team put in a great common story and equipping them to deliver strategy and achieve productivity goals.deal of effort on behalf of Dog TV,” says client that story in words and actions; in some cases Gagen MacDonald’s leads global changeLevi Shapiro. “In particular, Gable PR did an it means surrounding employees with relevant, and training programs for many of its clients.excellent job in stewarding Dog TV through consistent, and compelling communications, It has formed a strategic alliance with APCOthe launch period.” Other highlights include through both formal and informal channels; Worldwide, which provides it with access toan award-winning launch for the new Hotel in other cases it means evaluating existing many critical overseas markets.—PHPalomar San Diego; the introduction of the processes, systems and policies to understandiPhone 4S, new iPad, and Nokia Lumia for where the company’s infrastructure might sendAT&T; and working with Cubic Corporation conflicting messages; identify opportunities forto stage a three-hour live special highlighting greater alignment.108 www.holmesreport.com
  • 107. Specialists, boutiques, small & mid-size firmsGIBBS & SOELL and building, and professional services. At the Elevator Corporation and new business center is a new “business communications came from Hafele America, HarrisMulti-specialist best known for business- ecosystem” model, its AIMM planning process Interactive, HomeServe USA, Intertek,to-business and technology work and its I Power messaging and strategy LORD Corporation, Mitsubishi ElectricNEW YORK H CHICAGO H RALEIGH H process, all of them designed to ensure a Automation, Rexel, Schumacher Homes,INTERNATIONAL OPERATIONS channel-neutral approach to communications and Siemens. and a focus on tangible business results. For Syngenta, which consolidated itsGIBBS & Soell has succeeded over its 40-year The new structure was created by a business with G&S at the end of the year,history by blending a wide range of skills— new management team that includes Luke the firm managed an ambitious campaignstrategic counsel, creativity, quality writing and Lambert, recently promoted to the expanded to feed 9 billion people by 2050, partneringprofessional media relations capabilities—with role of president and CEO, succeeding with hunger relief organization Feed Mydeep industry knowledge and a strong com- longtime chief executive Cos Mallozzi; Starving Children on an event to delivermitment to client service to deliver impressive Jeff Altheide, promoted to executive vice potato-based meals to feed malnourishedpublic relations results across a wide range of president to focus on business development children. G&S promoted the initiative bothmarkets. It’s a formula that helped establish the and growth strategies; and Steve Halsey, internally and externally, attracting mediafirm as one of the top 20 independents in the principal and managing director, a 13-year coverage and volunteers. Dow CoatingUS and a leader among New York agencies, veteran of the firm who is now leading the Materials, meanwhile, turned to G&S tobut in 2011 the firm responded to changes in business consulting practice. accelerate the development of its new Evoquethe communications environment by realigning They are confident that the new focus will polymer technology for its paint manufacturingto more clearly differentiate its offerings in both help the firm rebound from a couple of tough customers, positioning the company as “thecounsel and content-creation and to position years: fees were flat in 2010 and declined expert’s expert,” highlighting a history ofitself as a broad-based business communica- by about 8 percent last year—although innovations, and targeting existing customers,tions agency and trusted advisor to its clients. the fourth quarter gave Lambert and his internal and external coatings manufacturers, It restructured into four core practices— team reason to be optimistic about 2012. the media and DCM employees.business consulting, consumer marketing, Long-standing clients include The Dow “The Million Dollar Round Table has workedemployee engagement and sustainability Chemical Company, Syngenta, Ply Gem with Gibbs & Soell since 2005 and we viewconsulting—and four target markets: advanced Industries, Firestone Building Products, G&S as a key partner in helping us achievemanufacturing, agribusiness and food, home Million Dollar Roundtable, and Schindler many of our organizational objectives,” says www.holmesreport.com 109
  • 108. Agency Report Card 2012Steve Stahr, chief executive if the financial vice president Dan Doherty, who also joined a presence in the nation’s capital: previousservices sector nonprofit. “Our account team through The Wade Group acquisition. policy-focused acquisitions, from Publicis experienced, responsive and detail-oriented. Together, they allow Gibraltar to deliver Strategies to Penn Schoen & Berland, haveTheir sound advice and counsel have earned expertise in advocacy and coalition not only thrived but have gone on to takethem the respect of staff, as well as MDRT’s management, consumer safety issues, leadership roles out of all proportion to theirExecutive Committee and members.” crisis communications, digital and social size, growing the scope of their services and G&S oversee several international media, grassroots mobilization, and litigation expanding to become global businesses.programs for top-tier clients, drawing on its communications, in addition to traditional It remains to be seen whether Glover Parkown office in Zurich, a new a joint venture public relations and public affairs. And will follow the same route, but the 140-personwith Swiss firm int/ext Communications and they have particular experience in the firm certainly has the depth of leadership toresources in nearly 40 countries through pharmaceutical and healthcare arenas, as support any future expansion. The senior teamits membership in the Public Relations well as in food, nutrition and wellness and includes founding partners Carter Eskew, aOrganisation International.—PH technology, with a new defense specialty veteran of BSMG Worldwide and more recently added in 2011. chief strategist for the Gore 2000 presidentialGIBRALTAR ASSOCIATES “GA has a top-notch, experienced team campaign; chief executive Chip Smith, that is very dedicated and responsive to our who was the deputy campaign managerPublic affairs and issues management firm needs,” says David DeLorenzo, CEO of Dole, and the chief of staff for the Gore campaign;WASHINGTON, DC H LOS ANGELES citing the “the time, preparation, contacts and and Michael Feldman, a senior advisor to knowledge” the firm has contributed to Dole’s Vice President Gore. Former Clinton WhiteGIBRALTAR Associates, founded in 2007, public relations efforts. John Martin, chairman House press secretary Dee Dee Myers andsought to differentiate itself from a host and CEO of Gilead Sciences, adds that “GA former White House correspondent Jenniferof larger, longer-established public affairs has been an integral part of our public affairs Loven joined in 2010, and last year saw thefirms—particularly those that operate as part success for many years. Their creative ideas addition of Jon Gans, lead policy advisor andof full-service multinational communications have helped us raise awareness about HIV/ legislative strategist to Senate Republicanholding companies—with the promise that the AIDS. Their team is fully integrated with ours. It Whip Jon Kyl; Catharine Cyr Ransom, mostprincipals of the firm would lead account work, is a real partnership.” recently senior climate and environmentalthat even smaller clients would never get lost, Gibraltar has been growing at a healthy advisor to Senator Max Baucus; Elizabeththat campaigns would be tailored to individual pace, ending last year with fees of slightly Engel, most recently deputy assistantcircumstances rather than drawn from a pile of less than $5 million, up 25 percent over the secretary for legislation at the Department ofpre-packaged ideas. previous year.—PH Health & Human Services; and Dagny Scott, It’s a promise that has attracted some high- from advertising agency Crispin Porter +profile clients, from Dole Foods (a campaign Bogusky, all as managing directors.to address the obesity epidemic by donating GLOVER PARK GROUP In addition to picking up our first Globalsalad bars to public schools) to GeoEye Public affairs specialist SABRE Award for Outstanding Public Affairs(helping the geospatial imaging solutions WASHINGTON, DC H BOULDER H LOS ANGELES Consultancy last year, the firm gained recogni-company secure government contracts) to H NEW YORK tion for a wide range of creative client work,Academi (a rebranding for the firm formerly including its environmental work for Iberdrolabetter known as Blackwater/Xe Services). LAUNCHED in 2001 by veterans of the Clinton Renewables (REScuing the RenewableOther significant clients include the American White House and the Gore campaign for the Energy Standard).—PHGaming Association, Food Allergy presidency, Glover Park Group flourished dur-Initiative, Gilead Sciences, Hospira, ing the Bush administration despite its power- GOODMAN MEDIAThe JM Smucker Company, and Teva ful Democratic credentials, demonstrating thatPharmaceuticals. sometimes smart strategy and cutting-edge INTERNATIONAL It has also attracted top talent, like former creativity are more important than political Media relations boutique withchairman of the US public affairs practice at alliances when it comes to helping companies media and entertainment expertiseBurson-Marsteller Jim Lake, who says he achieve their public affairs goals in the nation’s NEW YORK H LOS ANGELESwas attracted by the opportunity to focus capital and beyond. It has continued to thriveon client work rather than new business under the Obama administration, although the WHEN Tom Goodman, a veteran of seniordevelopment. Lake, who serves as president truth is that Glover Park has succeeded—the public relations positions at ABC, CBS and J.and partner, joins an impressive senior line-up firm now has a team of about 160, with its DC Walter Thompson, launched Goodman Mediathat includes co-founders Eric Bovim (who headquarters supplemented a presence in in 1996, he wanted to create an agency thatbrings experience in journalism, on Capitol New York and Los Angeles—in part by being was modeled after the television networkHill and with public affairs powerhouse DCI more than just another public affairs firm: PR departments where he learned his craft.Group) and Thomas Pernice (a veteran of the its capabilities include advocacy and image That meant creating an atmosphere thatReagan and Bush administrations who leads advertising, crisis and issues management, emphasized newsworthiness over all else,the firm’s west coast presence); chief operating legislative affairs, and (critically) research. and where working under the pressure ofofficer Kelley McCormick (who joined from The most significant development of the deadlines was half the fun. It turned out to beQorvis Communications); partner Terry Wade past 12 months was the firm’s acquisition, in an ideal environment for Goodman’s media(formerly of Burson and Cohn & Wolfe, who November of 2011, by WPP Group, which industry clients, and for others who appreci-sold his firm to Gibraltar last year); and senior has always understood the importance of ate the firm’s first-hand understanding of the110 www.holmesreport.com
  • 109. Specialists, boutiques, small & mid-size firmskind of stories journalists crave. GRAHAM & ASSOCIATES market that married disciplined storytelling In recent years, Goodman Media has with an understanding of brand strategy. Thatcemented its position as the leading media- Creative boutique with approach has since evolved into a four-stepfocused public relations boutique in the nation, cause-related expertise methodology that Greenough applies towith clients in the television, radio, newspaper SAN FRANCISCO storytelling and campaign development, andand magazine publishing, book publishing a structure that houses this offering within twoindustries as well as entertainment; electronics, CELEBRATING its 15th year last year, Graham teams, one focused on account services, andretail, and other consumer companies; & Associates has built on its roots in business- the other on creative services.healthcare organizations; professional services to-business and business-to-consumer tech- A new organizational model was imple-firms in law and executive recruitment; nology to emerge as a significant player in the mented at the start of 2011 to recognize thisbusiness and trade groups; and not-for-profit consumer lifestyle sector (with an emphasis on evolution, with seven-year Greenough veteranorganizations in the arts, education, and tourism); environmental and social issues; and Scott Bauman promoted to EVP in charge ofadvocacy. In addition to its mainstream media healthcare. The firm blends strong strategic creative services. Baumann also oversees therelations capabilities, the firm also provides skills in messaging and positioning, combining firm’s social marketing and CRM strategies,Hispanic media relations support for clients traditional media relations capabilities with which includes an ability to execute socialwho value coverage in Spanish-language growing digital and social media expertise. media campaigns via a proprietary platform.outlets and within the Hispanic community. Across all of those sectors and practices, Former PC Week editor Barbara McCallAnd the past 12 months has seen it continue Lydia Graham’s firm differentiates itself on was hired as director of content, overseeing ato expand its speciality divisions, namely the basis of “original thinking”— harnessing content group that develops everything fromhealthcare, professional services, and public authentic brand character, developing white papers and brochures, to press releases,policy advocacy. Unsurprisingly, Goodman also powerful messaging and tapping trends and blogs and website copy. In addition, formerenhanced its social media work, with major conversations in to deliver positive brand and New England Cable News managing editorinitiatives for virtually all of its clients. PR outcomes—a claim that is backed up by Andrea LePain was named director of media There was considerable new business in 55 awards over the past nine years. relations. Greenough himself remains the2011, contributing to an upward swing at Revenues were up by close to 20 percent agency’s president, supported by a leadershipGoodman. New clients included About.com, last year, with growth coming from the team that includes EVP Ed Coletti; digital VPPBS, RLTV and Terra Networks in media; consumer and health and wellness categories. Paul Greenough; and account services VPsJH Cohn and Witt/Kieffer in professional Clients include Cavallo Point, Jean-Michel Jay Staunton and Jennifer Hrycyszyn.services; Grand Central Terminal in retail; Fiji Islands Resort, Evergreen Lodge, El The firm’s client satisfaction survey resultsand, the Stavros Niarchos Foundation in Capitan Canyon, Post Ranch Inn, Kelly- demonstrate that its new approach is bearingphilanthropy. Other key clients include Bryan Moore Paints, Front Porch Communities, fruit. In 2011, scores improved on all 13Cave, CitationAir, Common Good, Hess, Maritz Research (technology group), and questions, resulting in an overall approvalInstitute for Healthcare Improvement, Industrial Technology Research Institute, rating of almost 90 percent.Intermountain Healthcare, Mercis with new business last year from the World Revenues increased 10 percent in 2011,Publishing, Neiman Marcus, The New Sports Awards. driven by all four its practice areas: cleantech,York Times, Reader’s Digest, Scholastic, “Graham & Associates is a creative, strategic technology, health, and personalised services.Spectrum Health, Telemundo and TRA and results-driven communications agency,” There was new business from Coaltek,Global. says Ryan Arakaki, director of marketing for GTAT, Thermo Fisher Scientific, Velocity, “Since Goodman Media joined our Kelly-Moore Paint Company. “marketing team, we have seen a significant Network Health, Virtual Computer and Their understanding of the home building,increase in coverage of Grand Central Babson Energy Conference. remodeling and green media landscapeTerminal’s events and retail operations,” said “Velocity is my third time around with is top-notch. Graham launched ourAmy Scheer, director of marketing & events Greenough. I wouldn’t have it any other way. environmental paint lines and publicized ourfor Grand Central Terminal at Jones Lang At my last company, Greenough was one of new green business awards, which were a hugeLaSalle. ”They consistently present fresh and several agencies we had around the world. success.… They were able to garner severalcreative publicity ideas, maintain excellent They set the standard for all of them to strive media opportunities for our color stylist andmedia contacts that result in great hits, and for,” says Velocity’s Doug Mow. positioned her and Kelly-Moore as an authorityhave been instrumental in enhancing our social on color trends in the industry for the first time.” A particularly eye-catching campaign wasmedia presence.” On the international front, Graham works Greenough’s work for GTAT, for which it helped Key assignments included helping promote through Pelxus, an exclusive international orga- position the company regarding the potentialthe PBS Arts Fall Festival; helping unveil nization of agencies that it co-founded.—PH tariffs on Chinese companies accusedthe architectural designs for the $750 million of dumping solar panels in US markets.Stavros Niarchos Foundation Cultural In addition, Greenough assisted Thermo GREENOUGH Scientific Fisher mobilize around numerousCenter to be built in Athens, Greece; andhelping plan the 100th Anniversary in 2013 of Cleantech, technology and health high-profile global public health-related issues,Grand Central Terminal. BOSTON and helped position the company’s scientists The firm conducts international outreach as food safety authorities.for many clients from its office in New York, AFTER several years at IBM and Weber, Phil Based in Boston, Greenough has experi-and does not use partner agencies or affili- Greenough launched his eponymous PR ence of handling global work for numerousates.—AS firm in 2000, focusing on a specific gap in the clients.—AS www.holmesreport.com 111
  • 110. Agency Report Card 2012THE GROSSMAN clients include Accor, CVS/Caremark, in terms of building a strong, stable seniorGROUP GlaxoSmithKline, Heinz, Lockheed Martin, leadership team—with an average of 16 years and McDonald’s. Overall fee income was up industry experience—with an impressive clientEmployee communications 5 percent. service ethos.CHICAGO The firm helped leaders at Motel 6 (part That in turn has helped GFM attract an of Accor North America) change the way impressive client base for a 10-year-old firmWHETHER because employee communica- they communicate with employees to better in one of the country’s smaller PR markets.tions programs are more often run out of engage them in understanding the company’s Major clients include Qdoba Mexicanhuman resources departments than corporate strategy, leading to significantly improved Grill, Children’s Hospital Colorado,communications, or because the majority of guest satisfaction scores. For Pioneer Alta Colleges, The Colorado Healthpublic relations firms have failed to address Hi-Bred, Grossman helped articulate and Foundation, NCAA Women’s Final Four,the strategic internal needs of their clients, communicate company strategy, working with USA Swimming Foundation and BNSFemployee communications remains a great a decentralized communication team adopt Railway. New additions over the past yearsource of untapped business opportunity methodologies and tools to drive consistent included ClickBank, Orange Leaf Yogurt,for the bulk of the PR industry. But not for and more audience-focused communications. Cabelas, Similasan, WildBlue/ViaSat, RMCThe Grossman Group (formerly dg&a), which And for HTC, the firm worked to codify a Health, Kaiser Permanente Colorado, andspecializes in helping corporate clients com- clear set of strategy messages that could be United Water. The firm ended the year withmunicate with their internal audiences, with a used across the organization and provided fees of around $3.3 million.focus management consulting and coaching, “freedom within a framework” for regional The firm is probably best known for its workchange management, employee communica- communications. in strategic communications, a broad practicetion, strategic messaging and communication “The expertise and skill The Grossman that includes media and influencer relationsresearch and measurement and a commitment Group brought to our partnership allowed us programs, internal communications andto client service it calls “the thoughtpartner to establish quickly an important baseline that stakeholder relations programs, and messagephilosophy.” allowed us to not only understand an entirely and media training for client executives. GFM Over the years, Grossman has developed a new level of insight from our employees, but also has particular expertise in crisis and issuessuite of proprietary tools and methodologies also design and execute clear ways to elevate management, supplemented by the launch indesigned to help clients address three employee communications,” says Maureen November of 2011 of a new Online War Roomcritical challenges: minimizing the downside Sullivan, Senior Vice President of Brand, Mar- that enables clients to simulate or manageof change; turning employee apathy into keting and Communications, AOL Corporation. crises in real-time. Digital and social mediaengagement; and maximizing the upside of “The Grossman Group that worked with us capabilities are equally impressive, including achange to accelerate business results. Recent in a flexible, efficient, and thoughtful manner, Digital Snapshot assessment service that helpsyears have seen the introduction of several truly excellent partners that helped us achievenew products including an expanded suite of inform digital strategy. meaningful results.”—PH“ultimate leader” tools, designed to enhance Interesting work in 2011 ranged from antwo-way communication inside organizations obesity prevention campaign for LiveWelland create a common understanding of GROUNDFLOOR MEDIA Colorado to a Valentine’s Day promotionbusiness strategy across employees at Corporate communications with (buy one, get one for a kiss) for Qdobaall levels, functions and geographies; the strong crisis credentials Mexican Grill to assisting the Coloradolaunch of a free CEO Resource Center to Health Foundation through the dissolution BOULDERhelp chief executives use communication of its joint venture with HealthOne.to lead change and drive performance; the LAURA Love has taken a business she Says the foundation’s vice president ofpublication of David Grossman’s book, You started in her basement in Boulder, Colo., and communications Charles Reyman, “OurCan’t Not Communicate 2; and five e-books: built it into one of the Rocky Mountain region’s partnership has produced outstandingThe Top 5 Reasons (Excuses) We’re So Bad best and brightest young PR agencies, results ranging from building communityat Communicating; The Greatest Mistakes attracting blue-chip clients such as Coors awareness in support of Children’s Hospital(You Don’t Want to Make); The Mistakes Light, Starbucks Coffee Company, and the Colorado’s relocation to helping theCEOs Can’t Help But Make; The Definitive Special Olympics. She has done that by fol- Colorado Health Foundation find and deliverGuide to Taming the Em@il Monster; and lowing a straightforward formula that is easier its community voice in support of makingFact Sheet: Your Business Case for Internal to articulate than to execute. Colorado the healthiest state in the nation.Communications. It all begins with creating an agency culture GroundFloor Media’s unique business model With the consulting services practices that attracts, develops and retains the best demonstrates again and again the powerleading the way, The Grossman Group added available talent. GroundFloor Media offers an of connecting senior-level communicationsnew clients such as AOL, Caterpillar East unusual degree of flexibility and a genuine strategists and implementers with theBalt, Hill-Rom, HTC, Manpower Group, commitment to work-life balance, generous organizational content experts I oversee.”MassMutual, Nationwide, Pioneer Hi- benefits, and an emphasis on serving its local GFM has international reach through itsBred, and Symantec, while expanding community—through a Get Giving initiative membership in Public Relations Global Net-the scope of its work with existing clients that includes both volunteerism and charitable work, with 42 independent PR firm membersincluding Apollo Group, Geisinger, HAVI, donations. All of that has helped GF to earn and 70 offices.—PHMicrosoft Corporation, Pioneer Hi-Bred the firm our Best Boutique Agency to Workand Rockwell Automation. Other significant For award, but more importantly has paid off112 www.holmesreport.com
  • 111. Specialists, boutiques, small & mid-size firmsGROUP GORDON ethos that balances strategy and execution contribution to 35 percent growth. The firm and focuses relentlessly on business results, works with Tilson Funds, a value-basedMulti-specialist with corporate, financial the firm has developed strong relationships family of investment funds; real estateand public affairs expertise with clients in categories including asset company L+M Development Partners;NEW YORK management, law, professional services, real Enterprise Communities, a leading provider estate, Internet, microfinance, education policy of development capital and expertise forMICHAEL Gordon founded Group Gordon and affordable housing. affordable housing; DonorsChoose.org, ansix years ago after a diverse career spanning Gordon’s leadership team comes from online charity that connects donors directlypolitics, communications and law, serving in a similarly diverse and non-traditional with public school classrooms in need; andthe Clinton Administration as spokesperson background. Principal and chief operating Hudson Clean Energy Partners, a privatefor Attorney General Janet Reno and as a officer Jeremy Robinson-Leon has a equity firm. New additions in 2011 includedspecial assistant on education policy. The background that spans corporate and public law firm Schulte Roth & Zabel, Forddiversity of his background is reflected in the policy roles—he came to GG from Enterprise, Foundation, Food Bank for New York City,difficult-to-pigeonhole nature of the firm’s work. a leading financier of affordable housing investment firm Marcato, the InternationalGroup Gordon works across the corporate and a longtime client—and expertise in Federation of Accountants, entertainmentand financial, public affairs and crisis com- traditional and social media, as well as crisis website Roblox, and online investmentmunications categories—and increasingly, as a communications. Alexis Stoller, former platform Gust.result of client referrals, in the consumer space consultant to the Democratic Attorneys Interesting work included a campaign totoo—but is differentiated more by its approach General Association and the Democratic increase public support for education reform inthan by its practice areas. Leadership Council, brings public affairs Colorado on behalf of Stand for Children, an Every client engagement begins with expertise, while Katharine Walker, formerly education-focused nonprofit. GG created thecomprehensive due diligence, including marketing director for a green tech company, campaign theme and messaging, conductedinterviews with principals and stakeholders, and now head of social media for the firm. aggressive media outreach, and blanketedreview of business plans and other key Last year saw growth across the board, Colorado with ads, driving increased supportdocuments, media audits, industry analyses with new consumer and crisis assignments, for reform. The firm also worked with Hudsonand messaging. That strategic preparation clients from the financial and professional Clean Energy Partners to increase awarenessinforms all subsequent work, keeping efforts services sector, and demand of social of clean energy solutions across the country,in sync and on message. With a client service media and design services all making a supporting legislation on Capitol Hill that At Brunswick, we have built our reputation as one of the world’s leading strategic communications firms by providing senior counsel to our clients worldwide, where they need it, when they need it. Abu Dhabi Munich Beijing New York Berlin Paris Brussels Rome Dallas San Francisco Dubai Sao Paulo Frankfurt Shanghai Hong Kong Stockholm Johannesburg Vienna London Washington, D.C. Milan www.holmesreport.com 113
  • 112. Agency Report Card 2012advances the clean energy industry. It worked “To say that H3O hit the ground running Championships, and the concept ofwith the Ford Foundation to raise awareness with our company is an understatement,” says “employer sponsored gardens,” an ideaof its Visionaries Awards, and it helped launch Moonbot Studios partner/managing director Haberman pioneered, which has beenthe first “Brand Vulnerability Study,” developed Lampton Enochs. “From the moment we featured in The New York Times, Wall Streetby management consulting firm cg42 and began to work with the talented team at H3O, Journal and HR Executive magazine. Lastfocused on retail banks. we knew we had found the right partners year, it created and launched Root 4 Kids “The momentum that Group Gordon has to handle our public relations and branding for Annie’s Homegrown in partnership withcreated for our firm is a testament to the needs. Their enthusiasm, professionalism and Farm to School, encouraging a million kidsteam’s deep understanding of our business,” creativity have been essential and effective for to plant and eat vegetables. It worked withsays Stephen Beck, managing partner of both our product launches and for our brand the Minnesota Department of Health,cg42. “They work hard, achieve beyond awareness.” producing health, developing print, radio andexpectation, and have proven their dedication Campaign highlights included H3O’s work web communications featuring local effortsto our goals—and success—again and again.” for Moonbot, for which it helped launch its to provide better access to healthier foodsAdds Lindsay Neil, executive director, Stand first iPad application and animated short and physical activity. And it launched a newfor Children: “Group Gordon does an excellent film, starting from a position of zero visibility. program for Lundberg Family Farms to supportjob at quarterbacking campaigns, bringing Using a multi-channel approach, H3O built young farmers and future generations.together the best and brightest from the considerable awareness for the animation “We needed an agency to help us buildindustry to develop and execute meaningful company, resulting in eye-catching app sales. communications connections for ourprojects that bring about change. Their profes- The short film won an Academy Award, and researchers across the globe. We found whatsionalism transcends the challenges of tight saw Moonbot acknowledged as an industry we were searching for with Haberman,” saystimelines, coalitions, and politically sensitive leader and innovator. Jane Maland Cady, international programissues.”—PH H3O has access to international capabilities officer, the McKnight Foundation. “Not only through Huntsworth’s global network of agen- does the agency understand food and theH3O COMMUNICATIONS cies in 30 countries around the world.—AS issues surrounding access, they are in the trenches every day promoting and advocatingTechnology, consumer and social media for positive solutions within our food system. I HABERMANSAN FRANCISCO love Haberman’s passion and authenticity; our PR for social enterprises and non-profits two organizations share a tremendous valueTHE rise of West Coast technology PR power- MINNEAPOLIS alignment.”house Atomic PR has been well-documented, The firm has also sought to cultivate anot least by this publication, which has HABERMAN’S URL (modernstorytellers.com) progressive internal culture in keeping with itslauded its use of digital analytics to create a tells you much of that you need to know about mission. It looks to recruit individuals who arecompelling point of differentiation. Atomic sold the firm’s approach to public relations, which looking to make a difference, encourages themto the UK’s Huntsworth Group in 2009 and focuses on helping companies craft compelling to follow their passion, and provides them within time-honored fashion, is now the subject narratives to share their stories with the outside a workplace that was named among the 100of a Huntsworth-owned spin-off formed by world. But just as important is which stories best places to work in the state by MinnesotaRebecca West, one of Atomic PR’s original Haberman chooses to tell: its focus is on Business. It now has a team of close to 40,founders. working with social enterprises and non-profit generating fee income of around $7.4 million— Like Atomic, H3O Communications uses the organizations looking to drive positive social a 46 percent increase over the previous 12ComContext analytics platform for research, change and “make a difference in the world.” months.—PHplanning and results measurement - providing The firm was founded by Fred Haberman,detailed visibility into key aspects of online CEO, and Sarah Bell Haberman, previously LOU HAMMOND &and offline media coverage, digital and social founders of an adventure travel company andpresence and community dialog, video and organizational consulting business, and is led ASSOCIATESsearch presence between sets of companies, by that husband-and-wife team along with Brand building boutique with travel focusproducts, and ideas. By now, there are many president Brian Wachtler. It has experience NEW YORKsuch tools in the PR marketplace, but the working in healthcare, healthy and sustainableComContext offering is proven; and has lifestyles, and technology, and offers a range THE vast majority of Lou Hammond & Associ-helped numerous clients develop successful of services including public relations, branding, ates’ clients come to the firm through mediaprogrammes. and interactive. Clients include Annie’s and client referrals. That’s what happens when, At H3O, West is supported SVP Kim Abreu, Organics, Volvo Cars of North America, like founder Lou Rena Hammond, you spendalso ex-Atomic, and Yvette Lorenz-Machlan, Frontier Natural Products Co-op and more than 20 years immersed in the samewho previously worked at Edelman. Since the Organic Valley, with new business last year industry, developing an iconic reputation andtrio launched the firm in 2011, it has already from the McKnight Foundation, Gold’n when 10 of the firm’s senior professionals havegrown to more than 20 people in its first year Plump/Just Bare chicken brands, New Ulm been with it for more than 10 years, four forof operations, and has added business from (Minn.) tourism, Project SUCCESS and the more than 15. There’s a strong linear relationBertazzoni, McAfee, Moonbot Studios Minnesota Reading & Math Corps (an between employee retention and client reten-and Nixon. All told, billings have grown to Americorps program). tion, which means that 25 percent of LH&A’snearly $2m in its first 10 months, an impressive Its efforts have created national movements clients have been with the company for fiveperformance by any measure. from scratch, like the US Pond Hockey years or more, 10 percent for at least 10.114 www.holmesreport.com
  • 113. Specialists, boutiques, small & mid-size firms There’s no doubt that Hammond and HENNES PAYNTER of Saint Joseph Academy, the only Catholicher team know their categories—travel and COMMUNICATIONS all-girls’ school in the city of Cleveland. Ithospitality in particular, but also high-end also assisted with leadership changes atlifestyle products in the cuisine, design and Crisis communications specialist two regional healthcare institutions, a majorretail, fashion and real estate sectors—and CLEVELAND municipal school district and a leadingenjoy outstanding relationships with the media manufacturer of designer collectibles;that cover those categories, including social THE advice that Hennes Paynter gives its developed the communications strategymedia from Facebook to Pinterest to Twitter, crisis-stricken clients—“tell the truth, tell it first, for contract negotiations with the Unitedwhich have become an increasing focus over tell it all”—sounds simple. But it requires a real Mine Workers; provided on-the-groundthe past couple of years. The firm maintains commitment from the C-suite to implement communications support for the largestits own meticulously updated database of effectively, and securing that commitment gasoline pipeline spill in the state of Ohio;thousands of print and electronic journalists, requires that the people giving the advice helped communicate the closing of twosupplemented with personal contacts with come to the table with the kind of credibility nursing homes; and served as media relationstop reporters and other thought leaders, all that comes from decades of crisis manage- and stakeholder communications counselof whom have learned to rely on LH&A for ment experience and a singular focus on that for several companies involved in industrialquality information, delivered with precision very specialized area of public relations. accidents and worksite issues.and panache. More recently it has developed That’s what the two principals of this Ohio- The firm works closely with Washington,its own proprietary system to identify bloggers based boutique can deliver. Bruce Hennes, DC, public affairs and crisis managementwho are credible and influential enough to who founded the firm in 1989, has more than consultancy Levick Strategic Communications,become part of the media mix. 30 years of experience in politics as a senior with Bruce Hennes serving in an of counsel LH&A is extremely selective when it comes campaign consultant and fundraiser and capacity to Levick clients.—PHto new business, preferring to judge its also worked government and public relationssuccess based on the satisfaction of existing in the automotive industry. He averages 60 HIGH ROADclients—like Mandarin Oriental Hotel Group, speaking engagements on crisis topics each year. Barbara Paynter, who joined the firm COMMUNICATIONSa client that celebrated its 25th year with LH&Alast year and for which the firm handles more from Edward Howard in 2006, specializes in Technology PR specialistthan 40 properties—rather than the volume of crisis and environmental communications, TORONTO H MONTREAL H OTTAWA H SANnew accounts. Other clients include Bermuda issues management, media relations and FRANCISCO H VANCOUVERDepartment of Tourism, Hunter Douglas, media training. Vice president Nora Jacobs,Sandals Resorts, Sofitel Luxury Hotels, another Edward Howard veteran, joined in HAVING initially launched as a scrappy tech-the Tourism Authority of Thailand, Utah 2010 and has experience handling accidents, nology public relations specialist, and growingOffice of Tourism, Rail Europe, Marriott environmental concerns, product failures, to become one of Canada’s most respectedand Renaissance Caribbean & Mexico criminal matters and activist attacks to independent public relations firms before itsResorts, Certified Angus Beef, and—new in reorganizations, management transitions and acquisition by Fleishman-Hillard at the turn2011—American Express, Brewster Home downsizings. And new addition Howard Fencl of the century, High Road CommunicationsFashions, the Paradise Coast (Naples, came from the local NBC affiliate, WKYC-TV. has made the transition to the digital mediaMarco Island, Everglades), The Great Together with a team of veteran reporters, age with a minimum of disruption, blendingAmerican Steamboat Co., Oheka Castle producers and communicators, they help traditional PR, social media, and a sophisti-Hotel & Estate, Sawgrass Marriott Golf clients respond to crises, assess risks and cated content creation capability to work withResort & Spa, and Historic Charleston City develop crisis plans, test crisis preparedness a range of Canadian and international brandsMarket. Fee income for the year fell just short using functional drills and table-top exercises. including Canadian Tire, Disney, Universalof $6 million. The firm also conducts customized media Studios, American Express, Microsoft, While most of the firm’s work involves training sessions, provides litigation TELUS, Tim Hortons, PepsiCo, Canadacourting the travel, consumer and business communications support, and helps clients Goose and Facebook.media, turning Grand Central Station into a communicate effectively during times of A leadership transition in early 2012 sawBermuda paradise, launching the American organizational change. the departure of former president AnnaiseQueen for Great American Steamboat, or re- The firm served more than 90 organizations Coady, who had transferred to High Road afterlaunching Historic Charleston City Market, one in 2011 including retained clients such as holding a variety of international leadershipof the oldest in the country, 2011 also saw an Akron General Health System, Akron roles at FH, and the appointment of a newincrease in crisis communications work: LH&A Children’s Hospital, The Greater Cleveland senior leadership team comprised of threehandled the fallout from assault allegations Regional Transit Authority, Lubrizol, NASA, partners—Katherine Fletcher (responsibleagainst Dominique Strauss-Kahn on behalf of Westfield Insurance, and many of Northeast for the Montreal and Ottawa offices and theNew York Sofitel, where the alleged attack Ohio’s leading law firms and their clients. New digital practice), Hugh Scholey (new businessoccurred, and supported Thailand during its additions included Consol Energy, Materion, development and the San Francisco andnational flood crisis . Kent State University, Sisters of Charity Vancouver offices) and Sarah Spence (client The PR World Network, a global associa- Health System, the Western Reserve relationship management and Toronto)—with ation of agencies that LH&A founded in 2010, Historical Society, Five Star Quality Care combined 36 years of experience with the firm.now includes 18 firms serving 50 countries, and Katherine’s Collection. A key new addition is Kim Saunders, whoand has been adopted by a number of key The firm was recognized with a crisis joined from FH as senior VP.clients.—PH communications award for its work on behalf High Road was lead agency on American www.holmesreport.com 115
  • 114. Agency Report Card 2012Express Canada’s Room For Thought One major development for Hoffman over Last year saw the introduction of a newprogram, a combination of online and offline the past 12 months was the hire of former methodology, called Sense, which provideswork that encouraged people to submit ideas Edelman executive Steve Burkhart as clients with a roadmap to bring disparatein categories such as music, community and North America GM. Founder Lou Hoffman marketing channels together, eliminating silostravel/adventure to win celebrity mentorship. is hoping that Burkhart’s arrival helps usher and enabling them to determine the ideal mixHigh Road wrote, shot and produced a in a progression of the agency’s offering in of services and tactics. There was growthnumber of videos and generated widespread North America, which has seen flat revenue in the interactive department, which nowmedia coverage for the program, which earned growth in the US, as opposed to 18 percent offers a broad range of advertising, designNorth American SABRE recognition—as growth internationally. Hoffman has always and branding services, from mobile appsdid the firm’s development and launch of had a strong storytelling approach, and has to infographics, and continued internationalBrighterLife.ca, a content marketing initiative taken steps to emphasis this capability further expansion as the Oriella PR Network—from Sun Life Financial. through a more consultative approach. cofounded by Horn and leading UK firm “High Road is incredibly results driven, but Of course, the firm continues to work with Brands2Life—added members in China anddoesn’t lose sight that often the ‘how things an impressive roster of technology clients, Russia and now includes 16 agencies in 23are done’ are just as important as ‘what including global work for Rambus and regional countries.things are done,’” says Paolo Pasquini of work for Google (Asia), Axis (Europe), Paypal But the most compelling evidence of changeMicrosoft Canada. “Always fun to work with, (Asia), Joyent (global), and ARM (Asia), is the firm’s work, which in 2011 includedfrom national stunts and launches to intimate and there was new business in 2011 from support for NBC’s Dyle TV, which combinedrelationship building events and sessions, High Japanese gaming company Gree, China traditional media relations—onsite demos,Road consistently delivers credible, valued, Mobile in Hong Kong, Tech Data in the US, briefings with reporters and influencers andauthentic counsel and programs.” uSAMP and OTG. more—with a full suite of creative services, High Road’s physical footprint covers North Interesting work included promoting a book from the design of a new logo and websiteAmerica, with offices in San Francisco and four on signal integrity for Rambus; handling a to motion graphics video and social mediamajor Canadian cities, while its relationship crisis assignment for Oclaro, after company outreach to launch Dyle at the Computerwith Fleishman-Hillard provides access to a experienced labour strife in China; and, Electronics Show.worldwide network.—PH launching SuVolta in the US, Asia, Japan and There was new business in 2011 from Europe. In addition, Hoffman helped lead RAE 1010 Data, Advent, BitDefender, DemandTHE HOFFMAN AGENCY Systems’ social media program, discovering Media, Examiner.com, NBC Universal, that one of the company’s target verticals - Ongo, Savings.com, ServiceNow, StarvestTechnology PR specialist and more, while the firm continued its work for firefighters - are big on Facebook.SILICON VALLEY H INTERNATIONAL OPERATIONS Following the closure of offices in Germany Gannett Digital Network, IAB, Marketron, As technology companies expanded and and Taiwan, Hoffman has offices in London Mojiva, Pervasive, Resonate Networks,matured, they have often switched from and (EMEA is now under the leadership of Solve Media, WhiteHat Security and others.smaller, specialist PR firms to larger, full- Luica Mak, formerly of Hothouse and The Red “Horn Group has such a deep understandingservice, global agencies. The Hoffman Agency Consultancy) and China, Hong Kong, Japan, of the digital media industry that they havehas carved out a unique niche for itself by Korea, and Singapore (led by former Text 100 become a trusted partner and extension of ourspotting an opportunity within that trend, managing director Chris Tang) in addition to communications team,” says Robin Pence,expanding beyond its Silicon Valley base to its Silicon Valley headquarters. More than VP of corporate communications at Gannett.build a global network with a focus on serving 50 percent of its revenue now comes from “We’ve been able to tap into their expertisesmaller, more entrepreneurial technology firms overseas.—AS and relationships to help shape and tell thethat have international needs but lack both Gannett story in the digital space throughthe infrastructure to handle international PR planning, messaging, media relations, and HORN GROUPin house and the budget to work with a large, thought leadership.” Adds Jennifer Hyman,full service agency—although the model also Technology public relations specialist VP of marketing, DoubleVerify: “Horn Group’sappeals surprisingly strongly to some larger SAN FRANCISCO H NEW YORK integrated approach with public relations, webclients who prefer the intimacy, flexibility and design, advertising and video content creationcost-efficiency of a smaller consultancy, clients HORN Group has reinvented itself over the was valuable in differentiating us in the marketlike Google and Symantec and PayPal. past couple of years, transforming itself from and establishing our unique category.”  Meanwhile, Hoffman has been building on a technology-focused public relations firm into Sabrina Horn, who launched her own firmits experience in the tech sector to explore an agency capable of offering social media, 20 years ago after working at Blanc & Otusopportunities in related areas, positioning itself interactive and even advertising capabilities and Edelman, has been joined at the helmas a communications firm capable of ”advising under a broad “digital communications” by partner and New York office leader Bencompanies in markets of technical complexity.” banner. It’s a transformation that has been Billingsley, formerly with CooperKatz; DavidThat’s a mission broad enough to encompass well-received by the marketplace, apparently, Fausel, vice president of interactive design,the firm’s thought leadership work for Black & since 75 percent of the firm’s clients now call bringing ad agency experience serving clientsVeatch (an engineering firm that builds energy on Horn for integrated programs that include such as Nike, American Express, Saturn,and water plants) and promotion of a self- public relations, social media and interactive Mercedes-Benz and Diageo; and newpublished financial advice book The Investment services, and the firm has grown at a healthy additions such as Tim O’Keeffe (who joinedAnswer, which went on to become a New York pace over the past two years, ending 2011 as managing director from Hill & Knowlton)Times best seller. with fees of just under $8 million. and Todd Cadley (senior vice president from116 www.holmesreport.com
  • 115. Specialists, boutiques, small & mid-size firmsEMC Corporation). Other significant additions included Samara broad storytelling capabilities—a model Imre The firm has also invested heavily in its own Farber Mormar as senior VP, business calls “convergence”—helped drive better thanmarketing and thought leadership, from Tech development and marketing, and new VP, 40 percent revenue growth last year, the mostthe Halls, a nationwide holiday fundraiser for Kevin Tressler, who joined the health and successful in the firm’s history.leading non-profit One Laptop per Child, to beauty practice. Partner and chief executive Dave Imrethe CMO Challenge, a survey of 300 CMOs The firm has a team of 80 and fee income was vice president of public relations atin partnership with Kelton Research, which of around $12 million, with both the health and Image Dynamics before striking out on hisgenerated coverage in MediaPost, Marketing- beauty and food and beverage sectors making own. He has since added two partners:Profs, PRNewser and CMO.com.—PH a strong contribution. The firm maintained president Mark Eber, who joined in 1997 or grew its work with major clients such as after serving as director of public affairs atHUNTER PR 3M, Arby’s Restaurant Group, Campbell’s Sheppard Pratt Health System; and home and Soup Company, Church & Dwight, Diageo building business unit leader Shawn Draper,Brand-building PR North America, Emergen-C (now part of who joined in 2006, bringing experience asNEW YORK Pfizer), E&J Gallo Winery, Hasbro, Johnson president of Dovetail Media and vice president & Johnson, Kraft Foods, McIlhenny of marketing at Woodcraft. Last year saw theTALK to Hunter PR’s clients—a distinguished Company (Tabasco), and WellPet, and addition of new senior talent in healthcare andgroup including many blue-chip brands—and added business from the American Heart sports, as the firm expanded its capabilities inyou will hear about three things that set the Association, Bloomberg Business Week, both areas.firm apart: a senior management team that is Energy Kitchen, Dole Foods,Oasis The home and building unit, the firm’sinvolved in every account and committed to Consumer Healthcare, Post Cereals, largest, also turned in a strong performance,delivering exceptional service; employees at Purell and Smithfield Packing Company. and the social media practice brought inall levels who are adept at creative problem Highlights include the “Drops of Good” numerous new assignments, helping Imresolving and idea generation, whose ability to for Maxwell House, a campaign to help surpass $12 million in revenues. Clientsplan and facilitate brainstorming earns them renovate vital community centers in partnership such as Target, John Deere, Travelers,a role in solving major marketing challenges, with Rebuilding Together, a leading non- and Pfizer, were joined by T Rowe Price,including many outside the traditional scope profit working to preserve affordable home Glidden Professional Paint and more.of public relations; and a constant focus on ownership and revitalize neighborhoods; Interesting work included serving as socialdelivering the “ink and airtime” that remain a signature program for E&J Gallo’s media agency of record for John Deere,fundamental to public relations success. Barefoot Wine that focuses on volunteer launching a national social campaign around The firm has built on those capabilities beach clean-ups in partnership with the Project Can Do, constructing a 170-tonin recent years, expanding its in-house Surfrider Foundation; 3M’s presence at the combine from 300,000 cans of food donatedservices to formalize a research and annual SXSW conference, including a novel by the company and initiating a successfulinsights function, leveraging proprietary and augmented reality app; and PR around the Facebook campaign. The firm also supportssyndicated tools focused on “the Seven Cs”: launch of licensed Hasbro toys in connection Target’s reputation management initiatives,the consumer, client, competition, climate, with The Avengers, Battleship 2012, The including its philanthropic commitment toconversation, coverage, and compliance. Amazing Spider Man and GI Joe: Retaliation. education issues.It has also expanded its social and digital Hunter PR primarily serves domestic The latter picked up a Best of the Bullseyemedia capabilities, helping clients such as markets, but has developed a network of affili- Award from Target, recognizing the retailer’sArby’s, Hasbro and Kraft Foods engage ate agencies in markets essential to its clients’ marketing partners who have gone “above andin the blogosphere and on social media businesses including Canada, Central and beyond expectations.“channels and expanding its art department South America, Europe and Asia.—PH Imre is an affiliate of MSLGroup, whichto offer dynamic press materials, website provides access to a vast national and interna-and microsite design, and social media app tional network, but its 5Loom social marketingdevelopment. It has launched a Hispanic IMRE practice has been developing internationalstrategies and solutions department focused Consumer and business-to-business work in-house.—PHon one of the fastest-growing demographic marketing, with sustainability expertisegroups in the US. And it has enhanced its BALTIMORE H RALEIGH H LOS ANGELES INTERMARKETcapabilities in the entertainment arena, tappingthe worlds of pop-culture, lifestyle, fashion and BALTIMORE-BASED Imre has been around for COMMUNICATIONSentertainment to add value to a variety of client close to 20 years, but it has reinvented itself Financial services specialist withcampaigns. in recent years to take advantage of changes international reach The firm is led by managing partner Grace in the media and communications landscape NEW YORKLeong, who has been with the firm since and appears to have hit on a winning formula.Barbara Hunter founded it 23 years ago, Its integrated offer brings together expertise THE financial services sector has come in forand purchased it (along with three other in public relations, social marketing, creative, some pretty sharp criticism over the past fewpartners) 10 years later. The partnership emerging media, research and sustainability years. For institutions that prize confidential-team now includes five partners: Jon Lyon, and experience in four primary industry sec- ity and are uncomfortable with heightenedJason Winocour, Claire Burke and Mark tors: home and building, Healthcare, financial transparency, it’s difficult to know when toNewman, and new to the management ranks services and sports. That combination of deep engage and when to keep a low profile, whatin 2011, Donetta Allen and Gigi Russo. domain expertise in specific verticals with to say and who to say it to. In such an environ- www.holmesreport.com 117
  • 116. Agency Report Card 2012ment, those institutions need to work with GFC/Net, a network of firms dedicated to serv- blue-chip clients—Hershey’s, Jim Beam,public relations counsel that understands their ing the financial markets that includes some of Con Agra, McDonald’s, Skil, Bosch Tools,industry, their business model, and their media Europe’s best independent PR firms, including Master Lock, and Life Fitness—andenvironment intimately. That’s where a firm like Fishburn Hedges in London and Interel in added Davidson’s Safest Choice EggsIntermarket comes in. Brussels along with Hong Kong-based Ryan and Brunswick Billiards. The firm holds on One of the top financial services specialists Communications.—PH to its key people as well as its key clients.in the country, Intermarket has a 25-year track Jim Kokoris, president, celebrated 15 yearsrecord working with clients whose products JSH&A PUBLIC in 2009, and Kristin McCormick, viceand services are used by the global trading president, has been with the firm for six years, RELATIONSand investment community, with a special as have many of the firm’s mid-level managers.focus on firms that draw on leading-edge Creative brand-building A visit from President Barack Obama totechnology to deliver competitive advantage. and lifestyle marketing firm the Master Lock plant in Wisconsin was(Although its expertise in the financial realm CHICAGO one high point, with the president’s remarkshas led to Intermarket’s recent selection providing an opportunity for the company toby a number of non-financially focused JONNI Hegenderfer’s suburban Chicago- celebrate its “Made in America” history. Theorganizations, most notably Nestle, to support based consumer lifestyle firm was launched firm also worked on the launch of Hershey’scorporate visibility programs. as a two-person shop 20 years ago, and has Air Delight chocolate, providing hot air balloon Chief executive Martin Mosbacher was thrived in a competitive market over the past rides to selected media as well as a helicopterdirector of public relations at Commodity two decades by providing a refuge for talented transport to the balloon festival.Exchange, the world’s leading metals futures public relations executives anxious to escape As a member of the IPREX network ofexchange, prior to founding Intermarket the bureaucracy and grind of Chicago’s largest independent public relations firms, JSH&A has(originally known as Trimedia). He has built his agencies, and for clients—most of them big partners in almost every major market in themanagement team with an average tenure of consumer brands—who value principal-level Americas, Europe, the Middle East, and Asia/more than a decade with the firm, and even involvement and a philosophy that makes the Pacific.—PHlonger in their sectors: managing partner Andy agency an extension of the client’s in-houseYemma, who joined in 1998 from the New team. JACKSON SPALDINGYork Stock Exchange; managing partner Neil The firm looks at public relations as theShapiro, who joined in 2000 and leads the basis for positioning a company for long-term Multispecialist with strong consumercorporate practice; managing director William success in the marketplace. Says Hegenderfer, and real estate capabilitiesFerri, a 15-year veteran of the firm; and “No matter how ingenious the product or ATLANTA H DALLASassistant vice president Jed Hamilton, who service, a company must communicateleads several technology accounts. effectively with all of its critical audiences: JACKSON Spalding has established itself not Revenues increased by a very healthy 23 customers, employees, suppliers, shareholders only as one of the leading independent publicpercent in 2011 to just under $5 million, with and the public in general.” To achieve that relations firms in the southeast but also as onenew business from Deutsche Bank and goal, the firm employs a proprietary approach of the few firms headquartered in that partthe Eagle Asset Management division of it calls LIFstyle Public Relations (Lifestyle of the world capable of handling full-serviceRaymond James supplementing ongoing Influence Factors), delving deeply into the marketing communications assignments on aassignments from Charles Schwab, Swift, client’s target audience, developing an national scale.Newedge, ICAP, Swift, the Russell understanding of consumers’ psyche and Jackson Spalding defines its businessInvestments division of Northwestern the kind of communications likely to trigger in terms of Image Creation, Cultivation &Mutual and Nestle.  action. The process is particularly useful in Communication (IC3), an approach that looks “The team at Intermarket does a wonderful helping JSH&A identify and reach specific at public relations as a component of thejob connecting with reporters and managing demographic or psychographic segments with overall branding process, and the firm hasour goals with realistic advice, strategic brand messaging. been widely recognized for its creative workimplementation of tactics and great attention In 2008, the firm supplemented its traditional but also offers broad strategic marketingto detail,” says Steve Claiborne, director strength in mainstream media relations with capabilities for clients in a wide range ofof investment public relations at Russell the launch of Social LIF, an integrated social industry sectors, including consumer productsInvestments. “Intermarket effectively managed media initiative which has become central to and services; real estate; professional services;our plans to launch global indexes so well that the majority of its work, under the leadership healthcare; and not-for-profit.the resulting media coverage, all positive, was of director Miguel Cano. Another recent Last year saw a significant evolution, asthe most ever for any announcement in Russell initiative saw the expansion of the JSH&A PR Jackson Spalding transitioned away from itsInvestments’ history.” Adds Howard Edelstien, University program—originally designed to three distinct divisions—JS Creative (creativeChairman of BondDesk Group: “I have worked promote professional development for every services), JS Cultivation (coaching services)with Intermarket for three-quarters of my member of staff—to include training for clients. and JS Communication—to emphasize itsprofessional life, and as far as I’m concerned, And in 2011, JSH&A introduced a new video full-service, integrated capabilities and to focusthere is no other specialist PR firm out there production capability. on message creation and message deliveryworth talking to.” Fee income was flat in 2011, with a decline using a comprehensive suite of services that As the financial services sector grows in large-scale events offset by increased now includes the ability to create and produceincreasingly global, Intermarket has access to interest in digital and social media work. television advertising and digital animation.international markets through membership in JSH&A held on to the majority of its big The result was healthy double digit growth,118 www.holmesreport.com
  • 117. Specialists, boutiques, small & mid-size firmswhich saw fee income break the $10 million few years to include expertise in marketing teenage girls.barrier for the first time. Jackson Spalding to the US Hispanic communities, and has Founder and CEO Jeffrey Sharlachdramatically expanded its role with Primrose been a clear beneficiary of the convergence continues to split his time between the firm’sSchools, for which it now serves as agency of of the two markets based on shared cultural Miami and New York offices counseling clientsrecord for both PR and advertising, and picked heritage and enabled the growing influence on corporate social responsibility programsup additional communications and coaching of the electronic communications. So the firm and also serving associate professor ofassignments from The Coca-Cola Company. now runs coordinated programs targeting Latin management communication at NYU’s SternOrkin Pest Control remains the firm’s largest consumers—and other stakeholders—in both School of Business. Day-to-day leadershipclient, and Chick-fil-A and Delta continue North and South America for several of its responsibilities now fall to chief operatingto make significant contributions, while new largest clients. officer Brian Burlingame, a 12-year JGbusiness in 2011 came from AloStar Bank The past 12 months, meanwhile, saw veteran and president Mike Valdes-Fauli,of Commerce, The Atlanta Falcons, the further evolution of the firm’s offer, with the who joined in 2004 and leads US operations.College Football Hall of Fame-Atlanta, introduction of broader, integrated services New in 2010 was Claudia Mejia-Haffner,Georgia Early Education Alliance, including digital and design capabilities, now formerly VP at Interpublic’s Axis Agency, whoGeorgians for Passenger Rail, Monastery fully integrated into the broader public relations was named managing director of the New Yorkof the Holy Spirit, SCANA Energy and offer. In 2011, the firm launched a proprietary office.Streets of Buckhead. database of US multicultural and Latin JeffreyGroup has wholly-owned offices in Perhaps the most notable assignment American online influencers, Webfluentials, Miami and New York, Buenos Aires, Mexicosaw Jackson Spalding create and execute a which includes key bloggers, celebrities and City and São Paulo and local service partnerscomprehensive marketing communications online media across multiple industry sectors, in all major US Hispanic markets and through-plan surrounding Coca-Cola’s 125th and focuses on those digital personalities who out Latin America.—PHanniversary events in Atlanta in May 2011, an impact business success.effort that included the world’s largest single The Latin American operation remains a JONES PUBLIC AFFAIRSbuilding illumination and a concert hosted by unique resource, and the firm still employsRyan Seacrest with Kelly Clarkson, Natasha more people outside the US than in its Healthcare public relationsBedingfield and other artists. In December, the domestic offices, with about two dozen people and public affairsfirm assisted Coca-Cola on another high-profile each in its Mexican and Brazilian locations, WASHINGTON, DC H BOSTONassignment as it moved its secret formula for while continuing to benefit from a networkthe first time in 86 years. of non-exclusive contracted professionals OGILVY Public Relations and Edelman veteran Founders Glen Jackson and Bo Spalding in markets where it doesn’t operate its own Carrie Jones founded her own Washington,continue to emphasize the distinctive work offices. The firm also provides an impressive DC-based public relations firm back in 2007,environment at JS, listed among the leaders in Latin American media monitoring service, committing to an influencer relations approachour Best Agencies to Work For research over and has been able to expand beyond its that helps clients connect with key stakeholderthe past several years. They start with a hiring traditional media relations focus through an groups—media, advocacy groups, policymak-process that considers what the firm calls the in-house creative services team, which draws ers, thought leaders, and social media—to5Cs—character, competency, class, confi- on the resources of the Latin American offices drive change. It’s an approach that has helpeddence and chemistry—and allows employees to provide cost-effective production of hard Jones build one of the fastest-growing firm ina vote on the candidate in question. Those copy and electronic materials, and through an the business—it more than doubled in size towho make it through that process find a experiential marketing offer. around $4.2 million last year—and a reputationcollaborative culture that provides extensive Top line growth of 17 percent in 2011—with for thoughtful, strategic public relations thatprofessional development programming and the Brazilian operation again leading the delivers bottom line results.a number of leadership opportunities through way—meant that JG ended the year with In addition to its influencer relations model,“advancement teams” focused on areas fees in excess of $7.5 million. Major clients JPA offers several distinctive products: JPAsuch as marketing, career development, include American Airlines, Bayer, Diageo, Profiler is a customized, searchable databasenew employee orientation, work/life balance, Fox Hispanic Media, Johnson & Johnson, that gives clients the ability to identify advocacysustainability and wellness.—PH Nestlé, T-Mobile, Volkswagen and Xerox, groups that most closely align with their project and there was new business from Amazon objectives; its Social Network Analysis tool (for web services), Clorox, Novartis, and reveals how health conversations developJEFFREYGROUP online and who has the greatest influencer; UnitedHealthcare. For Nestlé, the firmMarketing to Latin America and to developed and managed a Brazilian campaign its Coalition Quad is a four-step process forUS Hispanic audiences to change the perception of breakfast cereal in creating persuasive, credible messages thatMIAMI H NEW YORK H BUENOS AIRES H one of the world’s fastest-growing consumer will resonate with audiences.MEXICO CITY H SÃO PAULO markets, with an emphasis on health-related “JPA is extremely skilled in the art of global messaging. For Clorox, the company led advocacy relations,” says Cheya Pope, seniorFOUNDED in Miami in 1993 as a boutique firm a campaign for the Brita water filter brand, director of patient navigation for Sanofi’s globalworking for US companies looking to reach including a partnership with Univision for a oncology division. “Their connections withinLatin American markets, JeffreyGroup has series of branded entertainment capsules. the global patient advocacy community arecontinued to offer unparalleled expertise and And for FreshLooks (from CibaVision) the firm impressive, as is their in-depth understandinginsight into the key markets of the southern generated social media engagement around of patient issues and needs in different marketshemisphere, while expanding over the past color contact lenses among a key audience: and across different disease states. In addition, www.holmesreport.com 119
  • 118. Agency Report Card 2012JPA’s unwavering excellence in client service, recent years, Kaplow has evolved with—or in meaningful connections from more than 50 air-strategic counsel, and attention to detail all some cases slightly ahead of—changes in the ports around the US. For Laura Mercier, themake the agency an invaluable partner and a communications and media landscape. Today, firm showcased the Flawless Face product linedelight to work with.” it has established itself as a firm capable of with a 360° campaign including events, media Jones, who serves as principal and combining traditional public relations expertise partnerships, content creation and socialmanagement director, is joined at the helm of (in Kaplow’s case that means a commitment media outreach. For Timex, Kaplow helpedthe 25-person firm by senior vice president to great storytelling) with a modern sensibility resurrect an iconic brand, and for Target,of health policy Valerie Carter, former vice (understanding that the brand story is in the firm worked to cultivate a more upscalepresident of public affairs at Ricochet PR; head the hands of the consumer as much as image—earning the company’s “vendor of theof the new Cambridge office Ken Deutsch, those of the marketing department) and an year” award.—PHformer director of strategic services and understanding of all the new media channelspartnerships at Morningside Analytics; and (particularly digital and social) necessary to KEARNS & WESTsenior vice president and media relations head engage with that consumer.Berna Diehl, another Edelman veteran. The firm has a carefully thought out process Strategic public affairs and issues They serve a client list that includes that consists of a series of questions: What management consultingpharmaceutical giants Sanofi and BMS; change do we want to create? How will we SAN FRANCISCO H DENVER H PORTLAND, OR Hthe National Pharmaceutical Council; be able to measure this? Who are the target SACRAMENTO H WASHINGTON, D.C.the Melanoma Research Foundation; audiences? Why does each audience dothe Partnership for Safe Medicines; and what it does today? What will convince each KENNETH Kearns co-founded Kearns &American College of Nurse-Midwives. audience to change its behavior? What is the West (along with partner Anna West) in 1984,New business in 2011 included the firm’s communications idea? How will we convey after a career in engineering, management,first government client, the National that idea to each audience (and in this regard, and public outreach positions at Westing-Institutes of Health’s National Center for Kaplow is open to using a blend of earned, house, and over the best part of three decadesComplementary & Alternative Medicines, owned and paid media)? And how will we built it into something unique in the publicas well as ZymoGenetics, Foundation know if the program is working? relations industry, a firm blended commu-Medicine and Genomic Health. To translate this guiding philosophy into a nications, community engagement, conflict Standout work included support for the real deliverable, Kaplow has done three equally resolution and consensus building skills to helpCancer Support Community on its M.A.P. important things. First, it has invested in talent, companies engage and negotiate with keyIndex, including the recruitment of more so that the senior leadership team includes stakeholders around controversial issues suchthan 1,000 breast cancer survivors to share managing director and chief digital officer as water use, renewable energy supply, marinetheir experiences via a survivor registry and David Richeson (formerly of Porter Novelli resources, and infrastructure improvements.survey, and media relations work surrounding and Sapient Nitro): senior vice presidents Kearns stepped down from a day-to-daythe National Association of Children’s Chaim Hass (technology and emerging leadership role in 2011, to become a seniorHospitals annual Family Advocacy Day on media), Margarita Miranda-Abate (consumer counselor. The firm recognized his contributionCapitol Hill, focusing on the tangible impact lifestyle), and Nadina Guglielmetti digital, by establishing a scholarship in his name atthat political wrangling and budget battles have social media and consumer strategy); head of North Carolina State University, his alma mater,on sick children who depend on care provided Kstudio Dana Glaser; and director of analytics or another university, awarded to a studentin children’s hospitals across the nation. Darren Bosik. Second, it has worked to who will add collaborative decision-making to JPA has its own office in Paris.—PH develop a culture designed to attract and his or her engineering education. That’s only retain that kind of talent, helping people fitting, since Kearns dedicated much of his balance work and family, and live their values professional life to helping businesses in highlyKAPLOW technical fields understand how to deal with via a real commitment to CSR. And third, it hasLifestyle-focused brand-building PR launched new products and services, like its non-technical publics.NEW YORK Kdrive social media division; Kstudio, which His departure, meanwhile, leaves the firm develops content and branded journalism; in the highly capable hands of co-foundedTHE first half of the 20th century gave rise to and Knext, focusing on more entrepreneurial and principal West in San Francisco; existingthe age of manufacturing and saw the rise of clients. principals Anne Gunning (who leads theindustrial powerhouses such as Boeing, Ford So while revenue growth was modest in Washington, DC, operation) and Sharifand General Electrics. By the 60s, business 2011 (around 6.5 percent, enough to take the Ebrahim; and newly-promoted principalshad entered what a recent Forrester Research firm back over $10 million), the first quarter Abby Arnold and Debra Nudelman. Theyreport called the “age of distribution,” in which of 2012 has Kaplow confidently predicting will work with a team of individuals with diverseglobal networks and transportation saw a robust double-digit increase in 2012. The backgrounds in markets including Boston,companies evolve into true multinationals. firm maintained its longstanding relationships Denver, Salt Lake City and Boise.The 90s were the age of information, with the with Avon Foundation for Women and the The firm’s highly-specialized expertisebusiness landscape reshaped once again by company’s Mark brand, CVS/pharmacy, has seen it working with the Portlandnew technologies. And now, Forrester says, Shiseido, Skype, Target, Timex, and Metropolitan Area to achieve a historicbusiness is entering the Age of the Consumer. Unilever brands Nexxus and St Ives. consensus on urban and rural reserves New York-based lifestyle public relations The firm’s work with Skype continues to designations protecting farmland, forestlandshop Kaplow has been reinventing itself to impress: a highlight last year saw Kaplow pro- and natural resources while also identifyingtake advantage of this transformation. In moting wifi services by helping travelers make lands for future population growth, jobs,120 www.holmesreport.com
  • 119. The most dangerous animals in the forestdon’t live there. ONLY YOU CAN PR E VE N T W I L D FIRE S. w w w. s m o k e y b e a r. c o mNOTE TO PUB: DO NOT PRINT INFO BELOW, FOR I.D. ONLY. NO ALTERING OF AD COUNCIL PSAS. Wildfire Prevention - Magazine (7 x 10) 4/C WFPA01-M-03258-A “Animals” 120 screen
  • 120. Agency Report Card 2012homes and neighborhoods for the next 50 number of deals it managed). It’s why it has refining and marketing and exploration andyears; designing and implementing the public been named Strategic Agency of the Year by production businesses into two stand-alone,engagement process for the US Department this publication four times in the past eight publicly-traded corporations, ConocoPhillipsof Interior and eight other federal agencies on years (as well as Financial Agency of the Year and Phillips 66; advising Vivendi on its $1.9the decision about whether to remove dams twice and Corporate and Financial Agency of billion agreement to acquire the recordedon the Klamath River to protect salmon; and the Decade for the first 10 years of the 21st music business of EMI.assisting the Delta Stewardship Council with century). It’s why it has made the transition Kekst has also established an equally-its Delta Plan to provide a more reliable water to new ownership (having been acquired by leading position in the bankruptcy andsupply for California while protecting, restoring Publicis Groupe in 2008)and to new leadership restructuring arena, working with Americanand enhancing the Delta ecosystem. (to longtime senior partner Larry Rand who Airlines’ parent AMR, Eastman Kodak A notable development in 2011 saw took over as president and chief executive Company, the Los Angeles Dodgers, andexpanded use of technology and social more than two years ago without missing a Borders Group during a busy 2011 and intomedia in K&W’s work: establishing a strategic beat. early 2012.partnership with McClintock Lab to use So, what is the key to Kekst’s success? Kekst also provided CEO successionan internet based, interactive tool to enable Without question, it continues to be the planning advice to companies including Yahoo,scenario-building for marine planning; using firm’s uncanny ability to attract and retain JC Penney, Collective Brands, WarnacoGIS (geographic information system) map- exceedingly bright professionals teaching Group, Pennsylvania Real Estate Investmentping tools for stakeholder input on energy, them ‘the Kekst way’ and having them Trust, and on the crisis management front,marine and natural resource assignments; work on assignments most other firms only among other assignments, supported theand supporting the US Citizen & Immigra- dream about. This cumulative professional efforts of the Special Investigation Task Force,tion Services effort to convert from paper to experience, which has characterized the firm headed by former FBI Director, Louis Freeh, forelectronic filings, and use social media as an for more than four decades and positions the Board of Trustees of Penn State Universityactive communications tool in several agency it for continued success is its secret sauce looking into charges of child sexual abuse atprograms.—PH which no other firm has yet to replicate. This that institution. serves to underscore the strength in depth Beyond the high-profile project work forKEKST AND COMPANY that has always been a hallmark of Kekst’s which it is best known, Kekst and Company approach to talent management and bodes has built an impressive portfolio of long-termStrategic and financial communications, well for the future, with leadership roles for retainer clients—it works with more thancrisis, litigation support, mergers and senior counselors including Jim Fingeroth 300 companies and organizations—foracquisitions, restructurings (chief operating officer) and seasoned senior which if provides ongoing counsel. MajorNEW YORK H SAN FRANCISCO executives such as Jeffrey Taufield, Robert corporate names include Coca-Cola, Hess, Siegfried, Lissa Perlman, Tom Davies, Todd The Travelers, EMC, Lowe’s Companies,WHEN Kekst and Company was founded Fogarty, Ruth Pachman, Dawn Dover, Eric J.C. Penney, Starbucks, The Estée Laudermore than 41 years ago, the areas of expertise Berman, Jeremy Fielding, Andrea Calise, Companies, Martin Marietta Materials, andthe firm would come to dominate did not Wendi Kopsick, Kimberly Kriger and Molly ANN, Inc. while the financial services sectoreven exist. It would not be an exaggeration Morse, who now form an expanded Executive remains and is indeed a growing practice area,to say that Kekst invented the mergers and Committee. These professionals, along with with an unmatched client portfolio of privateacquisitions and bankruptcy and restructurings members of the Management Committee equity firms (more than 35 of them) and hedgecommunications discipline. And there is no encompass an age group that ranges from the funds (more than 20), as well as numerousquestion that Kekst pioneered many of the their 20s through their early 50s. For years, banks, insurance companies and assetstrategies and tactics that have become stan- Gershon Kekst had this master plan in mind management firms.dard practice today in such critical areas as when he considered best options for how to Kekst’s acquisition by Publicis has consider-crisis communications, corporate governance, “institutionalize” and build Kekst and Company ably expanded its already impressive interna-and litigation support along with “traditional” for the future. tional reach and it is increasingly partneringwork in investor and financial public relations. The business Kekst attends to every with Publicis’ MSLGroup and other publicWhile there are firms that could claim to hold day is at the very top of the corporate relations firms on a growing number of globaltheir own in the C-suite working with CEOs, communications food chain. In the M&A assignments.—PHboards of directors and alongside the most business, for example, Kekst advised onaccomplished lawyers, investment bankers more than 100 transactions last year, despiteand management consultants, there is no KGLOBAL continued softness in the market. Highlightsfirm that operates at that level as consistently include some of the biggest deals of the year: Public affairs firm with growingor as successfully as Kekst and Company. In advising Johnson & Johnson on its agreement corporate and marketingshort, Kekst has long been and continues to to acquire Synthes for $21.3 billion; advising communications capabilitiesbe the industry model in the rarified world of Genzyme on its $20.1 billion acquisition by WASHINGTON, D.C. H ATLANTA H NEW YORK Hcomplex, high level corporate communications Sanofi-Aventis; advising LVMH on its $6 billion ST. LOUIS H SAN FRANCISCOcounseling. acquisition of Bulgari; advising Temple-Inland That’s why the firm has held on to its on its $4.3 billion acquisition by International INDUSTRY veteran Bill Novelli, cofounderposition at the top of the Mergermarket Paper; advising Warner Music Group on it of Porter Novelli and more recently chiefM&A rankings for so long (it was #1 in North $2.9 billion sale to Access Industries Holdings; executive of AARP, says kglobal has had “theAmerica yet again last year in terms of the advising Conoco Phillips on the spin-off of its fastest start to a start-up company I’ve ever122 www.holmesreport.com
  • 121. Specialists, boutiques, small & mid-size firmsseen.” Veteran Washington journalist Morton to its core product offerings.” in the past 12 months, Kohnstamm clientsKondracke says he has never encountered a There was continued growth last year, have been featured on the Today Show, CBSpublic affairs firm “with the skill, reach, good thanks to ongoing work with clients such This Morning, Dr. Oz, Rachael Ray, The Walljudgment and experience that kglobal brings as AARP and Washington Adventist, and Street Journal, The Food Network, Marthato the business.” And Mark Siegel, partner at national wellness campaigns with the food Stewart Living, Family Circle—as well as anlobbying firm Locke Lord Strategies, which has companies Gardein and HK Anderson. New increasing number of important digital andworked with kglobal on several client assign- assignments include digital communications social venues.ments, says: “have never before experienced for the Partnership for a Healthier America; The firm also regularly demonstratessuch creativity, attention to detail and rapid strategic communications, grassroots that a small Twin Cities firm can beat outcrisis control from an agency.” advocacy and digital strategy for paper big agencies from larger markets in the Kglobal has clearly come out of the blocks— company Crane & Co.; branding and public competition for Fortune 500 clients. Halfit is only now entering its third year—at quite relations for media company Advanstar; of Kohnstamm’s revenues now come froma pace, though it did begin life with two a national public relations campaign for companies with annual revenues exceedingadvantages over most new firms: the support the Association of Public Land-Grant $500 million and the firm is handling broad-of well-respected parent company Interpoint Universities; an international advocacy based media relations campaigns for blue-chipGroup (a network of 2,400 consulting and campaign for the Georgian Presidential race; brands such as 3M, McCormick, Cascadesgovernment affairs professionals) and the online reputation development with two former paper, and MOM Brands (formerly Malt-O-leadership of Paul Johnson, who had Bush cabinet members; branding and website Meal). And a majority of the firm’s clients areled Fleishman-Hillard’s Washington, DC, development for the Interactive Travel now based outside of the Midwest, includingoperations and most recently served as vice Services Association; and branding and companies from Denver, Texas, Florida, Loschairman of worldwide growth for the firm, communications strategy for the National Angeles, San Francisco, Boston, Bethesda,overseeing its acquisition strategy. Coalition on Health Care. and Reykjavik, Iceland. Over a relatively short time, it has evolved To a senior leadership team that includes FH Highlights in 2011 include rebranding cereala model that combines its capabilities in veterans Christine Middleton, Lisa Novak, maker Malt-O-Meal, now MOM Brands,grassroots advocacy, branding and marketing, Darren Katz, and Jim Morice, kglobal and helping the company—which does nopublic affairs, and digital communications has added Lilyanne McClean, formerly traditional advertising—crash Ad Age’s listto create integrated campaigns that focus of American Express, who expanded the of “America’s Hottest Brands.” “We rely onon creating advocates for both brands and firm’s capabilities in the financial sector, and PR to do the heavy lifting around our brandissues. For Gardein Protein International, Thomas Frank, former managing partner and efforts, and this year the Kohstamm agencymakers of an all-natural meat alternative, creative director of Project BIG fish, who leads has knocked it out of the ball park for us,” saysthe firm launched an integrated campaign to the firm’s digital division, and in 2011 public Linda Fisher, consumer marketing manager.create an entirely new category of consumers: affairs expert Randy DeCleene, a veteran The firm also handled several New York foodflexitarians, people interested in eating less of Ketchum, Ogilvy and Vice President Dick editors’ events, showcasing McCormick’smeat one day each week as a pathway to Cheney’s White House operation; branding Thai Kitchen brand at the Culinary Artsbetter health. The firm launched a national tour and corporate identity specialist Peter Allen, Institute, for example, showcased its foodthat includes outreach local health advocates, formerly of Landor and Siegel+Gale; grassroots safety expertise with the launch of a series ofpoliticians and media and donations to local expert Jenny Nuber, former director of the new products for 3M’s food safety division,charities, achieving high levels of online King Hussein Foundation; and creative director and its corporate responsibility credentialsengagement. The firm also created a campaign Lance Hayden, formerly of Spacenet. with the launch of a study of the top 100 CSRfor a coalition of businesses, including On the international front, kglobal works programs for new client BrandLogic andpapermaker Crane, seeking to save the dollar with Brussels-based public affairs firm Cambre the launch of a green bathroom tissue, madebill after a proposal to replace it with a coin. Associates and partners in several other from repurposed fibres, for Cascade Tissue ”Kglobal brought experience and broad set European markets.—PH Group.of capabilities to the table and worked closely Agency founder Josh Kohnstamm cutwith us to define the needs of the program KOHNSTAMM his teeth at Hill & Knowlton, where his clientsto which they applied a tremendous level of included Mall of America, Eastman Kodak and COMMUNICATIONScreativity and drive in shaping the messaging Mazda, before launching his own firm in 1991.and managing an earned media, digital Creative boutique with strong media And Kohnstamm brought in plenty of newmedia, paid media and grassroots activities,” relations capabilities and food and talent in 2010, including Katie Heinze, whosays Doug Crane, vice president at Crane beverage expertise joined as vice president and managing director& Co. “The program developed seamlessly MINNEAPOLIS after spending 10 years as communicationsunder their direction and was a great manager with Target Corporation. Staffsuccess.” John Rother, CEO of the National IT would be nice to think the myth that clients turnover was lower than ever in 2011 (andCoalition on Health Care, says kglobal people need a big agency with a New York pres- client turnover non-existent) as the firmwere “experts at helping my team think ence to consistently secure top-tier media continued to score high marks in our annualthrough a targeted public relations campaign placements has long been laid to rest, but Best Agencies to Work For survey.around an incredibly complex issue… They just in case it still persists there’s Kohnstamm With dramatic growth in the social mediaalso did a superb job around the design of a Communications, which provides conclusive space—now about 25 percent of the firm’scomprehensive approach to rebranding our proof that a boutique firm in the Midwest can business—Kohnstamm enjoyed betterorganization—from its messaging to its logo consistently get its clients prominent coverage: than 20 percent growth in 2011, ending www.holmesreport.com 123
  • 122. Agency Report Card 2012the year with fees of close to $2.2 million. create an “intelligent communications agency” Group for small business merchants;The food and beverage sector continues to rooted in seven non-negotiable principles: launched Sharp’s new Elite line of LED-basedaccount for about half of the firm’s revenues, family/life balance obligations always come LCD panels; supported and advised thewith the rest split between professional first; client relationships should be lifelong Commission for a Sustainable Londonservices, business-to-business and higher partnerships; we will work with clients that 2012; launched NationalField in the US; builteducation clients. New business came from appreciate, respect and value our work; awareness for American Express BusinessBrandLogic, Field Solutions, Dr. Lucy’s creativity is a renewable resource; our people Insights; helped Towers Watson elevateand Mentos, while the firm continues to work are our greatest asset; our reputation is based coverage to address the various nuances ofwith Traveler’s Insurance, 3M Food Safety, solely on the exceptional results we produce employer-sponsored health benefits; securedMcCormick’s Thai Kitchen/Simply Asia, for our clients each and every day; and regular and ongoing byline opportunitiesMOM Brands, Cascades Tissue Group, “intelligence” is what makes us different—in for Beanstalk’s Michael Stone and OliverLa Tortilla Factory, the University of St. the way we think, counsel, act and measure Herzfeld; and launched Method Design Lab,Thomas Opus College of Business, Kettle expected outcomes. the UK’s first private sector led accelerator.Cuisine and the North American Soyfoods To deliver against such a distinctive “In addition to Kwittken’s proven trackAssociation. approach, Kwittken has also built a strong, record for generating media coverage, we Clients have increasingly requested Kohn- experienced leadership team that includes were particularly impressed with the team’sstamm to book media tours and interviews in president, partner and creative director understanding of our business and theEurope, Asia and Latin America. In response, Jason Schlossberg, formerly a senior VP audiences we are targeting in the financial,Kohnstamm stepped up its global reach, with at Middleberg and its successor firm Euro healthcare and enterprise technologyreal-time online databases and worldwide PR RSCG Magnet, as well as managing directors categories,” said Anthony Piniella, vicepartners.—PH Gabrielle Zucker Acevedo (who led the president of corporate communications at corporate and financial practice at Magnet) IntraLinks. “As we enter a new chapter inKWITTKEN + COMPANY and former journalist Ellie Rossi. Caleb our company’s evolution, public relations Hulme-Moir, the former head of corporate and content development has becomeWORLDWIDE communications for Cass Business School, is more important than ever to introduceMultispecialist firm managing director of the firm’s new London our platform to new audience segmentsNEW YORK office, and Karen Marotta is senior director and communicate our constantly evolving of financial public relations. In 2011, the firm product suite to existing customers. We relyFOUNDED in 2005, Kwittken + Company had added FTI Consulting and Brunswick veteran heavily on Kwittken throughout this processalready established itself as one of the most David Press to lead the aforementioned for strategic counsel and the executioninnovative and distinctive public relations firms corporate strategy group, and also imported of the appropriate tactics to achieve ourin the hypercompetitive New York marketplace Christopher Clarke and Sarah Mulder communications objectives.”before the acquisition of a majority stake by as part of the Epoch acquisition in London. In addition to its New York and Londonkirshenbaum bond senecal + partners, an Kwittken also launched an in-house trend offices, Kwittken uses a global network ofintegrated marketing services agency known forecasting process called Hothouse, based agency partners in continental Europe, Asia,for its creativity and irreverence, in September in its new London office and led by Clarke, Latin America and Canada.—AS2010. That deal brought Kwittken into the which attempts to develop proprietaryMDC family of companies (which also includes research and forecasting around the major LVM GROUPwell-regarded public relations firms Allison themes shaping the global environment,& Partners and Sloane & Company) and tapping into an expert panel of thinkers drawn Media relations boutique with professionalpresented the firm with an opportunity work from a wide variety of fields. services, real estate expertiseclosely with experts in advertising, digital, Kwittken’s global expansion brought NEW YORKexperiential and direct marketing. immediate results when it won a major pitch The early signs have been good, with to become Amadeus’ global PR firm. The firm LVM founder David Grant honed his skillsKwittken winning a string of key awards. In also added Epoch clients such as Ipanema with Howard Rubenstein’s eponymous media2011, the firm focused in particular on global in France, and 3i in the UK. The corporate relations powerhouse before striking out onbusiness, making its own acquisition in the UK strategy group added accounts from the his own almost 40 years ago, and about(Epoch PR), and launching a new corporate Readers Digest Association and Guardian half of the staff at LVM have backgrounds instrategy group to provide higher-level counsel Life, and there was also new business from journalism, so you know the firm won’t everto blue chip clients on such matters as issues Intralinks, Adfonic, Astoria Federal, lose sight of the fact that most clients hire aand crisis management; content and editorial MyEDU, NationalField, Performics and the public relations agency to deliver stellar mediaservices; investor relations; transaction Said Business School. Fee income grew by results in top tier publications such as The Wallcommunications; cross-border issues; 45 percent in 2011 to around $4.5m, and the Street Journal, New York Times and Businessexecutive coaching; and, media/analyst skills firms is anticipating growth of 20 percent in Week—supplemented in recent years bytraining. 2012. similar successes in digital and social media The only problem with being a generalist Among the highlights of the past 12 months, outlets. But at LVM it’s never just publicityis that it is sometimes difficult for such a firm Kwittken continued to promote the launch for publicity’s sake. The firm prides itself onto differentiate itself, to stand for anything of BMW’s Active E, the manufacturer’s first delivering on-strategy media placements thatspecific. That’s not a problem for Kwittken, all-electric vehicle; created and promoted drive business, although its principals alsowho has been steadfast in his determination to American Express’ enhanced LinkedIn have experience in crisis media relations and124 www.holmesreport.com
  • 123. Specialists, boutiques, small & mid-size firmslooks to partner with solo practitioners in while its client list has included blue-chip social media capabilities.related areas. brands including NBC Universal, Whole The approach helped the firm achieve Historically, the firm has done much of its Foods Market, Cold Stone Creamery, growth of close to 40 percent in 2010 andbest work in the real estate sector, including Hilton Hotels, Stanford and California another healthy increase in 2011, with feesnot only developers, but also construction State Parks Foundation. up 7 percent to around $4.2 million. Equallycompanies, design and architectural firms. Prior to launching Landis Communications, comfortable operating with an internationalFor more than 25 years, for example, it has founder David Landis worked in-house as brief or a local focus, the firm added an agencyprovided PR counsel to the Malkin family, community and public relations director at of record assignment for video surveillancewhich controls numerous New York real KPIX-TV, the CBS affiliate in San Francisco, company Infinova at the end of the year,estate properties, including the Empire State and as in-house PR director at the San counseling the company on an importantBuilding and Malkin Securities. Today, Francisco Symphony. His firm’s approach international acquisition, and was also selectedhowever, its business is considerably broader is informed by his media background—its to work with Zupan’s Markets on storethan that. The firm has expertise in professional Magnetic Message platform helps clients openings in the Pacific Northwest.service firm marketing, including giant Insperity define messages that will resonate with the Those companies joined an eclectic client(a provider of an array of human resources and media—and by his in-house experience: list that includes Consumer Cellular, financialbusiness solutions designed to help improve there’s a focus on tangible business results services holding company Davidson, thebusiness performance), and financial services. and a proprietary ROI metric, Promised Louis M Martini winery, retailer MusicAnd perhaps its largest client is 3M, which Results, that can be customized to meet sales & Arts, Seattle craft brewery Redhook,uses LVM for broad corporate and business- goals, impressions, ad equivalency, message juice company Tree Top, Umpaqua Bank,to-business communications. It’s quite a retention, or target market penetration. Widmer Brothers (another prominentdiverse client list for a boutique with 6 people Landis has been joined by a cadre of senior craft brewery), and Wines from Spain. Inand fees of around $1,186,581.00 (down executives that includes 12-year agency addition to the Infinova assignment, the firmslightly, due to difficulties in the New York real veteran and senior counselor Brianne Murphy advices clients Davidson and Thoma Bravoestate market). Miller and a trio of new additions, directors on financial deals, and picked up a Silver Interesting work in 2011 included Donna Berry and Rob Farmer and senior SABRE for its work on behalf Moonstruckrebranding and repositioning Insperity, and counselor Erin Hunt Moore. They head a Chocolate’s single-origin chocolate bar.the introduction of a new offering, Insperity team that generated revenues of around $1.4 Agency founder and president WendyExpense Management. million in 2011, representing a steady increase Lane Stevens boasts 30 years of experience In response to recent growth, Grant named on the previous year, driven by growth in social in marketing communications, professionalJeannette Boccini as principal seven years media, financial services, food/beverage, services marketing, public relations, crisisago—only the second person to hold the title retail and B2B. Wins included Jack London communications, new product introductionsin the company’s history. To offer a broader Square, One Hawthorne, while returning and merchandising. The senior team alsoarray of services, meanwhile, LVM has entered clients included California Academy of includes New York managing director Amberinto a strategic alliance with investor relations Sciences and Lotus Bakeries. The firm is on Roberts, formerly with Waggener Edstrom;specialist Andrew Edson & Associates, a move track for similar growth this year. and vice presidents Amy Moore Paterson,designed to help the firm work more closely Interesting assignments included rebranding who leads the agency’s ongoing staff educa-with publicly owned companies. And the firm is Jack London Square, particularly in the midst tion and training program; Kristin Siefkin,a member of the Pinnacle Worldwide network of Occupy Oakland. former public relations and marketing managerof independent PR firms, which gives clients Landis is focused on the US market, but for McMenamins Hotels, Pubs & Breweries;access to an international network as needed. works with affiliate partners around the world and Angie Galimanis, former PR manager through its membership in Public Relations for Moonstruck, who runs several food ac-LANDIS Global Network.—AS counts.—PHCOMMUNICATIONS LANE PR LAUNCHSQUADBrand-building consumer public relationsSAN FRANCISCO Multispecialist with strong food and Technology financial PR capabilities SAN FRANCISCO H NEW YORK H BOSTONYOU can’t throw a stone in the Bay Area PORTLAND, OR H NEW YORKwithout breaking the window of a technology AS the name suggests, LaunchSquad devotespublic relations firm, but consumer-focused FOUNDED in 1990, Lane PR has close to two itself to helping growth stage technologyagencies are much thinner on the ground, decades of experience helping clients build companies build market momentum throughwhich means that for the past 20 years Landis credibility, loyalty and brands, working across strategic public relations. Founded inCommunications has enjoyed a quite credible multiple sectors—it has significant expertise December 1999 by Schwartz Communicationsclaim on the title of San Francisco’s leading in the financial services, food and beverage, veterans Jason Mandell, Jesse Odell andindependent consumer public relations special- consumer lifestyle, and technology catego- Jason Throckmorton, LaunchSquad todayist. Its industry expertise spans consumer, ries—and deploying a strategic approach that is led by four principals (Brett Weiner, anotherretail, hospitality, fashion, entertainment, produces measurable business results, and Schwartz exec, joined in 2001) who betweennonprofit, consumer technology, the environ- an integrated model that includes investor them have more than 50 years of experiencement, new products, food, health, education, relations and crisis communications alongside working with more than 100 technology start-sports and most recently clean technology, more traditional marketing public relations and ups and upstarts across a wide range of indus- www.holmesreport.com 125
  • 124. Agency Report Card 2012try categories and who share a philosophy that LAVOIE GROUP IPREX network to extend its internationalemphasizes hands-on partner involvement, reach.—PHaccount teams structured to the needs of each Healthcare public relations specialist with broad life sciences capabilitiesindividual client, and a lack of hierarchy and HANNA LEEbureaucracy to empower employees. BOSTON COMMUNICATIONS The firm calls its approach “handcrafted CELEBRATING its 10th anniversary in 2011, Brand-building for foodPR,” based on the idea “that every company LaVoie Group has established itself as a leader and beverage clientswe work with is as innovative and diverse in the life science communications arena—in its communications needs as it is in their NEW YORK named “Best Industry Exclusive Agency” byproducts and services.” So LaunchSquad likes the League of American Communications SOME public relations professionals are liketo get to know a company by immersing itself Professionals three times—through an ap- defense attorneys: they don’t necessarilyin its business, challenges, team, technology, proach that provides clients in the life sciences, need to be big fans of their clients in order tocustomers, market and competitors. Then the pharmaceutical, medical device and clean tech represent them. Others, like Hanna Lee, dofirm discusses, brainstorms, whiteboards and sectors with an integrated approach it calls LG their best work when they really believe in theanalyzes everything it learns and distills it into Immersion, which combines brand positioning, companies, products or services they are sell-a story that makes people stand up and take corporate communications, public and investor ing. So Lee—who specializes in the food, winenotice. relations. and spirits, and hospitality sectors—samples In 2011, LaunchSquad created a new Founder, president and chief executive every product and visits every venue beforestandalone agency called Original9 Media, Donna LaVoie has more than 20 years of signing new clients. The result is that whenfocusing on content marketing services for experience, having served as vice president, reporters receive a pitch about one of thosebrands of all sizes. The new firm is is led by corporate and strategic marketing at Stream clients, they know that the enthusiasm theyJeffrey Davis, SVP and editorial director at International (now Solectron) and vice president are hearing is genuine rather than manufac-LaunchSquad since 2010, a 20-year business of investor relations at Cambridge Technology tured, that whatever claims are being madeand technology journalist. Partners (now Novell) before starting her own have been verified. And because Lee leads In early 2012 LaunchSquad hired Daniel firm. Cindy Miller, vice president, product and every client team, and insists that only teamPaul as VP overseeing finance. The firm also marketing communications, joined 18 months members with at least 10 years of experiencepromoted Meghan Cavanuagh to VP of HR ago, having worked with numerous advertising communicate with the media, they know thatand operations in 2011, and has also four new and medical education companies, including the story will be relevant to their beat and theirVPs: Beth Sanzone, Tess Greenwood, Hela ICC and Williams Labadie. readers.Sheth and Erica Orthmann. In late 2011, Revenues were stable at around $2 million Lee, the firm’s founder and president, hasSVP Melissa Klein left the firm. in 2011, after a 70 percent growth spurt the enjoyed a 21-year marketing communications LaunchSquad has experienced strong previous year, driving by demand for public and career. She sits on the boards of directors ofgrowth in recent years, improving its traditional investor relations services. There was growth the American Institute of Wine & Food andPR business by 22 percent in 2011, and in the social media arena, but also in branding the Hospitality Management Department ofseeing headcount rise to 75, including 15 in and positioning work, and the firm’s client list the New York Institute of Technology and isNew York and nine in Boston. In addition, the includes a broad cross-section of life sciences a founding board member of the Museumfirm has grown 36 percent in 2012 to date. companies including Pfizer, Olympus of Food & Drink. Her work includes award-There was particular growth in the firm’s video Biotech, Aegerion Pharmaceuticals, winning work for Sobieski Vodka and theproduction business, fueled by the expansion Invida Holdings, Vertex Pharmaceuticals, Manhattan Cocktail Classic and a multiyearin consumer products accounts, including Genisphere, Hepregen Corporation, Hydra PR campaign for Mionetto Wines credited withsuch clients as Wine.com, GirlsGoGames, Biosciences, Novadaq and TLC. helping to develop the now-popular ProseccoCut the Rope, J Hilburn, City Eats and The work is diverse, ranging from handling category in the US.American Giant. The firm has also added an IPO for Aegerion Pharmaceuticals, The past 12 months saw the firm workingseveral larger accounts to its portfolio, overcoming tough market conditions, with Campari to achieve double-digitincluding Scripps and Tibco. Over 20 percent to develop a patient disease awareness volume growth in the US, providing mediaof LaunchSquad’s staff work solely on non- initiative for the same company. For Pfizer’s relations and event management support andtraditional services such as video production established products business unit, meanwhile, earning its third SABRE Award nomination inand content marketing, reflecting the firm’s LaVoie helped launch a rare disease drug recent years for a series Campari-brandedevolution in tandem with a changing PR candidate. Says Pfizer communications head foodie events, leveraging cocktails made bylandscape. Clarissa Beyah-Taylor: “We selected the Lavoie star bartenders the participation of foodie Aside from the new business, key clients team specifically for their depth and breadth celebrities like Bravo TV’s “Top Chef” hostalso include Aereo, American Giant, of knowledge and expertise, agile approach Padma Lakshmi and Food Network personalityCoursera, Dolphin, Exploratorium, Get and specialized focus. Providing solid counsel Giada De Laurentiis, to make Campari’s nearly-Satisfaction, Keas, Personal Capital, Rally, and proactive leadership amidst shifting forgotten signature cocktail, the Negroni,Tibbr, Vitrue, and ZeptoLab. deadlines, unanticipated issues, and complex the must-try drink of 2011 among foodie LaunchSquad has no formal network rela- collaboration contingencies, the Lavoie team consumers.tionships, but does have informal alliances with continued to deliver superior results and Campari America CEO Gerry Ruvo hasa number of European-based independent became a true competitive advantage.” personally acknowledged PR’s role in helpingagencies with which it has collaborated.—AS In 2011, LaVoie became a member of the the company achieve double-digit volume126 www.holmesreport.com
  • 125. Specialists, boutiques, small & mid-size firmsgrowth and Elizabeth Colton, PR and events of communications positions at the SEC itself as a significant force in technology PR onmanager, says Hanna Lee Communications and Mobil as well as The White House and both sides or the Atlantic and in Asia.“has, without a doubt, generated the most Department of Justice. There were promotions The firm has maintained its focus on theimpressive results this brand has ever seen for Ramsay, named chief operating officer; technology sector, but the past couple ofin the US, which has lead to a renewed Ernest DelBuono, senior VP and crisis years have seen an increased emphasis onexcitement here in the US and all the way to practice chair; and Jason Maloni, litigation developing digital and social media capabilities,Milan.” practice chair. New additions included senior and the firm’s pioneering work in that space Other clients include Louis Royer Cognac, VPs Edward Belkin, Rick Lavoie, John have helped to attract a broader range ofSanta Teresa Rum, the Manhattan Cock- Lovallo, and Heather Rosenker, clients. After acquiring social media specialisttail Classic, Marie Brizard Liqueurs, as That breadth of expertise has helped Page One PR (now Lewis Pulse) in 2010, thewell as Original Sin Cider and Bortolomiol the firm attract more Fortune 500 clients firm developed a suite of services includingProsecco for project work. The firm also offers and more long-term agency of record social media audits, social media monitoring,a unique ability to develop co-marketing and assignments (a shift from the project focus search engine optimization, blogger relations,direct sales opportunities, such as a cocktail of the past). There was new business from and community engagement. Over theprogram at Michael’s New York, a noted Kia Motors America, Supreme Group past few months it has launched LSCORE,“power dining” destination, which exclusively USA, Balfour Beatty Communities, and a proprietary reporting, evaluation andfeatured five of the firm’s spirits clients.—PH Lender Processing Services, while Levick measurement application, and four new social continued its work for CITGO Petroleum media services offerings, while publishing twoLEVICK STRATEGIC Corporation, the National Association of white papers on social media topics. Corporate Directors, Stericycle, Syngenta US operations are led by senior viceCOMMUNICATIONS International, Black & Veatch, and the president Morgan McLintic—who joinedPublic affairs, litigation and crisis Seneca Nation of Indians. The result is that in 1996 from pharma giant Glaxo and hascommunications, and financial Levick grew by close to 40 percent in 2011, worked with technology clients includingcommunications with fees of more than $12.5 million. international giants such as BT and emergingWASHINGTON, D.C. H NEW YORK H The usual mix of high-profile assignments private companies, such as 2Wire and SecondINTERNATIONAL OPERATIONS included work for Morgan Keegan, a broker- Life. McLintic’s leadership team includes dealer caught in the regulatory crosshairs Lucy Allen, newly promoted to executiveOVER a dozen years, Levick Strategic Com- after the value of a key fund plummeted when vice president and chief strategy officer, anmunications has evolved from a specialist in the market collapsed. After facing multiple 11-year veteran who is responsible for accountlaw firm marketing into one of the nation’s pre- lawsuits and regulatory pressure, a decision service standards; vice president of east coastmier public affairs, corporate communications was made to sell the firm, inevitably reviving operations Claire Rowberry; Washingtonand crisis and issues management consultan- those issues and sparking fears of job losses general manager Ian Lipner; and San Josecies, with a particular expertise in litigation in its hometown. The assignment drew on managing director Noah Dye.communications but the depth and breadth to Levick’s financial and litigation communications Globally, revenues were up by about 12counsel clients on a wide range of mission-crit- expertise and its corporate reputation and percent in 2011 to around $35 million, enoughical issues. That evolution continued in 2011, public affairs capabilities. for Lewis to rank among the world’s top 40as the firm continued to develop its broader Levick has substantial international public relations firms independents, while in thebusiness problem-solving capabilities, from a expertise, often sending its own personnel US there was growth of around 60 percent—full suite of digital and social media services to to overseas markets to coordinate crisis and Lewis has more than doubled in size in Northa growing financial communications practice issues work, occasionally relying on local America over the past two years—thanks tothat handled four $1 billion-plus transactions firms.—PH new business from Cornerstone OnDemand,last year—a success that led to the opening of Dreamstime, Eloqua, Powerwavean office in New York. Technologies, Splunk, Storm8 and LEWIS PR The result is that Levick now has practice Wayfair and continuing work with F-Secure,areas that offer senior level expertise in Technology public relations with strong Lexmark, Progress Software, Polycom,anti-corruption and compliance; crisis digital capabilities Quickoffice, SAP North America, SAPcommunications; financial communications; SAN FRANCISCO H BOSTON H LOS ANGELES Strategic Industries, Unisys, ViewSonicgovernment and nonprofit; investor relations; H NEW YORK H SAN JOSE H SEATTLE H and VMWare’s Service Provider Group.litigation communications; public affairs and WASHINGTON, D.C. One notable highlight was a campaignissues management; reputation management; is to positioning 138-year old Unisys associal and digital media; and transaction FOUNDED in the UK in 1995 by former journal- a provider of mission critical IT throughcommunications. ist Chris Lewis, Lewis PR quickly established thought leadership programs emphasizing the To deliver on all of that, president and itself as a leader in its domestic market and company’s relevance to modern technologyCEO Richard Levick has built out a senior then made its global ambitions clear. The firm trends. The firm developed an infographicmanagement team consisting of Washington opened its first US office, in San Diego, a to demonstrate the scope of data securityveterans such as executive vice presidents decade ago, added a Boston office in 2000, concerns in the US, generating coverage inGene Grabowski, former White House a San Francisco operation in 2003 and has publications from The Atlantic and Mashable,reporter, and VP of communications and added an office each year since then (in order, leveraged the survey results to developmarketing at the Grocery Manufacturers of Washington, D.C., New York, Los Angeles and relevant pitch angles for business press andAmerica and Michael Robinson, a veteran in 2007 Seattle and San Jose), establishing trade media, and produced a man-on-the- www.holmesreport.com 127
  • 126. Agency Report Card 2012street video to support the research and MCS association-relations building and broadcastpersonalize the issues. communications; executive VP Todd Lewis now has 25 wholly-owned offices Healthcare communications Forte, who previously worked at Novartisacross the US, EMEA and Asia Pacific. About SUMMIT, NJ Pharmaceuticals and specializes in crisis45 percent of its campaigns are cross-border communications, professional relations and FOR 25 years, MCS has been implement-in scope.—PH internal communications; and vice president ing award-winning programs for more than Brian Thompson. 100 of the nation’s largest and best-knownLIPPE TAYLOR BRAND Revenues were flat in 2011, with ongoing pharmaceutical and biotech companies and work for Merck, Genentech (Roche),COMMUNICATIONS brands, accumulating expertise in almost every CSL Behring, MannKind, Qforma, PDR therapeutic category. The majority of the firm’sConsumer brand-building with Network, and the Head and Neck Cancer work is focused on pharmaceutical producta focus on women Alliance (formerly the Yul Brynner Head and communications—from pre-clinical data an-NEW YORK Neck Cancer Foundation). For the latter, MCS nouncements to outreach programs aimed at manages PR around the annual Oral, Head extending a product’s marketing life—but with and Neck Cancer Awareness Week, increasingLIKE a number of firms, Lippe Taylor rec- an experienced senior leadership team, MCS awareness of those cancers and driving publicognizes the increased purchasing power can also provide crisis and issues manage- and provider participation in free screeningsof women, as well as the empowerment of ment support, advice on advocacy group held nationwide. Last year’s campaign whichwomen consumers as a result of social media relationships, corporate reputation counsel, featured actor and oral cancer survivor Michaeland “mommy blogging.” But Lippe Taylor patient education programs, media training Douglas, drove 12,000 people to screenings,differentiates itself by talking about marketing and internal communications support, and and referred 2,000 for immediate consultation“with” women rather than “to” them, a distinc- has increasingly been called upon to provide due to suspicious findings.tion that has its roots in a suite of proprietary those broader services as the dynamics of the “PDR Network has been a client oftools that allow the firm to understand the pharmaceutical industry have changed. MCS Healthcare Public Relations forfemale consumer; its experience across In 2011, the firm also added a media almost two years now,” says marketingmultiple categories including fashion, beauty, monitoring services, NewsVuse, which works manager Thomas Eck. “In that time, thefood, lifestyle, and healthcare; and a holistic on both desktop and mobile platforms, and agency team that supports our businessview of the marketing mix that houses public instantly filters stories for key messages and has thoroughly demonstrated its value andrelations within a full suite of marketing services spokesperson quotes, providing clients with dedication, particularly in the areas of mediathat includes positioning, advertising, trade and the most accurate and up-to-date picture relations, event support and overall strategicconsumer promotion, digital platforms, and of the media’s coverage of breaking news, communications. They have done an excellentsocial marketing. events and regulatory milestones. The firm also job of reaching our target audiences…. Their In early 2012, the firm bade goodbye to introduced a new survey that allows MCS to diligent efforts vetting relevant media queriespresident Jim Joseph, reassigning his duties poll consumers and professionals on the topics have resulted in numerous opportunities toand ensuring a more active role for agency that matter to its clients.founder and CEO Maureen Lippe, a former highlight each of the product initiatives they What hasn’t changed is a commitment have supported.”fashion editor at Vogue and health and beauty to client service—each account is led by a MCS operates in Canada, most Westerneditor at Harper’s Bazaar. The leadership team member of the agency’s executive committee, and Eastern European countries, and Asiaalso includes executive vice presidents and a seasoned veteran with at least 15 or more through a well-established network of indepen-group leaders Jessica DiPietro (beauty); years of experience—that has helped MCS dent public relations agencies.—PHCraig Alperowitz (consumer); and David maintain unusually long client relationships.Binkowski (digital marketing). The firm also For the past 18 years, the firm has beenadded Lori Robinson as chief strategy officer, PR agency of record for Genentech’s MM2and Eric Blinderman and Sheryl Kornfeld Activase, educating the public about stroke. Creative boutiqueas EVPs. For nine years, it has worked to advance DALLAS Longtime clients such as IKEA, David’s global understanding of several auto-immuneBridal, Cetaphil, Sally Beauty Supply, and diseases for Merck’s biologic Remicade. MM2 principals Larry Meltzer and Robthe Digene HPV Test (Lippe Taylor has an And since 2006, MCS has worked with CSL Martin founded their first PR firm, Meltzer &outstanding record on retention) contributed Behring to heighten awareness of two little- Martin Public Relations, back in 1989 and overgood organic growth, and there was new known but serious disorders: von Willebrand the course of a decade built it into one of thebusiness success, including Elizabeth Arden disease and hereditary angioedema. leading independents in the Texas market,and Durex. Founder Joe Boyd, who has client side earning a national reputation for its consumer Interesting work ranged from cause market- experience as director of communications for marketing and media relations expertise,ing work for Rachel Ray’s Nutrish brand, Ciba-Geigy (now Novartis) Pharmaceuticals, which attracted the attention of global firmsproviding a mechanism for animal shelters to specializes in issues management and crisis and resulted in its sale to Fleishman-Hillard.set up websites and secure donations, to envi- communications. He is supported by president The duo then led the Dallas office of FH forronmental communications—time to coincide Jeff Hoyak, who was senior director of five years, helping to launch a new creativewith Earth Month—for IKEA, to orchestrating a communications at Wyeth-Ayerst Laboratories boutique under the BlueCurrent brand beforeSchick-sponsored entertainment event at the and Lederle Laboratories before joining striking out on their own once again in 2009.BlogHer conference in Manhattan.—AS MCS, and brings expertise in media training, So while MM2 is a new business, its128 www.holmesreport.com
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  • 128. Agency Report Card 2012principals have a high profile in the Dallas Maher Communications to its public relations and Waggener Edstrom, as VP in the lifestylemarket, impressive creative credentials, and a holdings in November of last year, chairman and trends group; Susan Haber, formerlytrack record of entrepreneurial success. Their and chief executive John Wren was clear about of Bratskeir & Company, as chief of mediaapproach is based on what Meltzer describes his motivation: “They understand the impor- innovations: and Tom Kelly as senior VP onas “working backwards,” which means tance of integration, and are equal partners the new business development team.starting with an understanding of the optimum with advertising, relationship marketing and all MMC grew at by better than 25 percentoutcome, and then creating a strategic plan of the disciplines. MMC’s experience crafting last year—The Holmes Report estimatesthat will help the client get there. That plan can brand strategy and positioning from the earliest fee income in excess of $30 million, moreinclude traditional or social media, electronic or stages of product introduction and deep than enough to rank the firm among theexperiential channels, with choices driven by understanding of consumers make them an top 50 in the world—with new businessthe central creative idea. integral part of the process.” from Genentech, American Express and Major clients—some of whom have Over its 28-year history, Marina Maher’s Fibrocell sciences, as well as a new globalfollowed Meltzer and Martin through all of agency has established itself as one of the assignment from Merck. It also continues totheir various enterprises—include Lennox smartest and most strategic consumer public work with P&G, Novo Nordisk, Kimberly-Industries, Alliance Data and HomeAway. relations firms in the US, at building brand Clark, and Pfizer, with standout campaignsNew client wins during the past year relationships for its clients by establishing an ranging from a partnership with the NFLincluded MoneyGram International, a emotional connection between brands and and All-Pro safety Troy Polamalu on behalfleading global money transfer company (a their key audiences—and female consumers in of Head & Shoulders to an anti-bullyingconsumer education campaign focused on particular. Says Noreen Verbrugge, executive campaign for Secret deodorant to a socialfraud prevention), and a new assignment director of global communications at client media engagement campaign for U by Kotexfrom the new wealth management division Merck: “MMC has keen insight about what is Bans to the promotion of two novel, non-dailyof existing client The Hartford (a retirement on women’s minds, how to reach them and contraception options from Merck.research study called The Age of Opportunity what are the upcoming trends.” The new partnership with Omnicompositioning the company as a thought leader in That insight comes from three decades of provides MMC with capabilities in virtuallya crowded market). work with brands seeking to build deep and every market around the world, an important For Lennox Industries, meanwhile, MM2 lasting relationships with consumers, from resource as the firm is called upon to createlaunched a campaign called the “Lennox Wonderbra (MMC handled the original US global programs for its largest clients.—PHHome Energy Report Card,” which included launch, a landmark consumer campaign) toconsumer research to demonstrate the Procter & Gamble brands such as Venus, MAKOVSKY + COMPANYcompany’s expertise in manufacturing energy Clairol, Herbal Essences and CoverGirlefficient home heating and cooling systems, (MMC has been cited by P&G CMO Marc Business-to-business marketing withand an “Energy Savings Superstar Contest” Pritchard as an example of PR-led marketing) technology, healthcare, financial servicesthat allowed consumers to compete for prizes to Kimberly-Clark’s Kotex (a recent SABRE and investor relations expertiseby offering the most creative home energy winner) to Novo Nordisk the Merck Women’s NEW YORKsavings tips. Says the client: “The MM2 team Health franchise—the latter efforts helpingbrings a great deal of creativity and enthusiasm to earn a firm once known exclusively for its KEN Makovsky launched Makovsky +to our business, delivering a level of thinking consumer work our Healthcare Agency of the Company 33 years ago, into an alreadythat goes beyond traditional public relations Year designation. crowded New York marketplace. It’s hard toinitiatives. The agency has helped Lennox Last year saw a restructuring of the firm’s say which is more impressive: the things thatgenerate substantial national and local media Media Connections team, which became haven’t changed in the three decades sincecoverage, through which we’ve been able to the Creative Catalyst Group and now offers that launch, or the things that have.talk about the benefits of Lennox’s customized a wide range of branded storytelling and In the latter category, you could count thehome comfort solutions.” content creation services, tapping into popular decency and integrity that have been the While the majority of MM2’s work is focused culture to enhance brand value, developing hallmarks of his management style since theon the US, for clients such as MoneyGram the experiential events that advance brand stories, early days of his firm. Makovsky has spoken offirm also creates programming for international and delivering results across mainstream and his conviction that “public relations is a sacredmarkets, working with a collection of partners social media. To lead the new group, MMC trust,” that the practice, employed correctly,and affiliates selected for their specific capabili- brought in Susan Bean, an Emmy award- has the potential to benefit both businessties and in-country expertise.—PH winning former television producer whose and society. You could add the focus on PR career includes senior roles at Fleishman client service that led Makovsky to introduce Hillard, where she managed digital and one of the PR industry’s first “total qualityMARINA MAHER entertainment programs for AT&T. management” programs back in the 1980s,COMMUNICATIONS and that continues today through an