Mega movie PR agency results from Parver sale

ATLANTA: Advertising specialist Fahlgren has acquired PR agency Michael Parver Associates (MPA), creating the largest motion picture advertising and PR firm in the southeast.

ATLANTA: Advertising specialist Fahlgren has acquired PR agency Michael Parver Associates (MPA), creating the largest motion picture advertising and PR firm in the southeast.

One senior member of the Atlanta PR community expressed shock that president Michael Parver should choose to sell his business. 'MPA is a great little business,' she said. 'He had several big-name clients and a highly respected operation.'

But Parver is now 62, and prior to the acquisition by Fahlgren, his company had just lost the Warner Brothers account to Tampa based Moore Epstein Moore.

In addition, Parver said Fahlgren's advertising expertise and network of offices offered him the potential to bring in new clients. 'I could have spent big dollars opening new offices so I could offer clients full coverage of the southeast, but Fahlgren already has those. This deal gives me the opportunity to go after new clients.'

MPA's existing client list includes Disney and Dreamworks. Both of these accounts will be transferred to Falhlgren, along with six MPA staff and Parver himself, who will become director of PR.

Buff Parham, Fahlgren's entertainment group partner, said, 'Over the years we've built a great portfolio of movie business. The addition of Michael and his people make us even deeper in talent.'

Parver said he was intending to apply the publicity techniques used by film companies to benefit new clients. 'It's all about using your imagination and building anticipation with your audience,' he added.

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